Adobe Puts Dynamic Personalization to the Test

UPDATE: 30 December 2010

The IAB has published a recording of the this webinar if you want to have a gander yourself:

Guten Appetit!

Original Post: 16 December 2010

Adobe Remarketing CampaignUsing Real-time Data to Optimize for Response

In the era of the real-time data deluge, the name of the ad game is personalization. Advertisers today have an incredible opportunity to go beyond the “bucket” and connect with people on an individual level.  Each audience member is unique — an individual with highly specialized preferences, tendencies, and intents. And they show their uniqueness in the ways that they browse the web and the elements they choose to interact with.

At yesterday’s IAB webinar “Digital Transformation or Disruption? – DSPs, Digital Advertising, and the Changing Role of the Agency, ” Michael Jenkins, Sr. Communication Strategist at Goodby, Silverstein & Partners, explained how they used real-time ad personalization in a series of campaigns promoting Adobe’s new CS5 software suite. According to Jenkins, they aggregated real-time response metrics and used tagging mechanisms to leverage these metrics immediately, “pushing [users] further down the funnel in real time.” For example, users who spent a lot of time on a particular product page were then shown offers for that specific product as they browsed the web, whereas users who downloaded a software trial might be targeted with product bundles.  The beauty of this of campaign tactic is the real-time relationship that the advertiser creates between the users and the campaign itself.

Brand-Demand

Another interesting take-away from the webinar was Steve Weeks’ use of the term “Brand-Demand” to describe Adobe’s digital campaigns that work simultaneously for branding and direct response. (Weeks is Adobe’s Sr. Manager of Worldwide Advertising.) In the presentation, Jenkins took a slide to remind the audience how, before digital, these two types of advertising were kept in separate silos — the brand advertising guys on one side of the fence, the DR guys on the other. But recent studies have shown that in the digital world, response-geared campaigns can have latent branding impacts (like increased trademark search in the weeks following a campaign), and likewise, real-time data generated from brand campaigns can be incorporated into DR efforts. According to Weeks and Jenkins, this “Brand-Demand” mentality for digital is one that has served Adobe well.

“Brand-Demand” is at the very heart of RTB eCommerce. First comes the pure “demand” bit, the retargeting. For this layer of targeting, the advertiser’s proprietary data from past campaigns is married to real-time browsing data in order to deliver dynamic creative to in-market users. Then, on the “brand” side, statistical analysis can help advertisers discover new prospects that are likely to convert when they are shown a highly targeted message. This second layer enables advertisers to reach this audience of new users both with brand messages, and — as the response data leads — with offers and active messaging that encourages them to try or buy. As Jenkins explained, this process helps to propel prospects further down the funnel using dynamic messaging powered by real-time data.

Sound complicated? It doesn’t have to be — just let us do the heavy (data) lifting.

Feel free to shoot us an email if you want to learn more about how real-time personalization and “Brand-Demand” campaigning can boost your response numbers.

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