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The Adobe advantage for media and entertainment Solution Brief
The Adobe advantage for media and entertainment
Consumer interaction with the media and entertainment industry—specifically with the content it
produces—has changed dramatically in the past decade and continues to evolve at a rapid pace. The
world has become increasingly mobile and distributed, and consumers want to engage and interact with
content through a multitude of channels that span traditional and digital. The amount of content available
to consumers is staggering, and media and entertainment companies are challenged with understanding
all channels of access and devices, and driving behavior that optimizes the monetization of content.
Media and entertainment companies need to efficiently create content once that can be distributed
across multiple channels as well as devices, and more importantly, that content needs to reach the right
person, at the right time, and via the channel through which that consumer prefers to consume that
content. Increasing reach, frequency and audience are critical for media companies because their content
is what drives brand loyalty and increased revenues. The challenge lies in understanding the unique
identity of audience segments across channels. Only with a solid digital marketing and advertising
strategy can media companies deliver relevant and targeted content that drives key business objectives
and supports the monetization of content, whether the business model relies on transactions,
subscriptions, or ad revenue.
Media and entertainment trends
Multiplatform distribution—Companies are faced with the challenge of distributing content across
multiple channels to ensure they are creating appropriate user experiences for audiences cross platform,
regardless of device or channel. Every interaction is an opportunity for monetization. Media and
entertainment companies need to embrace a multichannel strategy that not only encompasses current
channels but anticipates the arrival of new technologies and platforms. Consumer demand requires that
media companies innovate rapidly to take advantage of evolving trends for content distribution, such as
IPTV, OTT, tablets, smarthphones, and social media. Along with the challenge of delivering rich media
and advertising across channels comes the necessity to measure how consumers interact across those
channels. All of this requires an investment in technologies that will scale with the needs of the business
as consumer trends continue to present new demands.
Extending content reach and frequency—Distributing content and advertising across channels is not
enough. Media and entertainment companies need to measure and optimize every digital interaction
and engagement to deliver personalized, targeted content and advertising to individual consumers and
segments. By developing a measurement strategy that delivers a 360-degree view of consumers,
companies can deliver experiences that engage customers and increase their time spent consuming
content and responding to advertising that aligns with their interests and affinities. Such a strategy needs
to uniquely identify consumers and segments across channels and platforms.
Optimizing experiences to drive revenue—Media and entertainment companies earn revenue through
varying business models, but the common thread is that content is the product and consumption is the
goal. Whether a company’s business model is transaction-driven, subscription-based, or ad-supported, it
is striving to gain efficiencies with how to create, distribute, and monetize content across channels.
Creating content once that can be distributed universally reduces costs and ensures consistency across
channels. However, media and entertainment companies need to be cognizant of the form factors of
specific devices, such as tablets and smartphones, to ensure that dynamic content renders optimally in
each channel to drive engagement and ultimately revenue.
Challenges for media and entertainment companies
With the digital explosion, marketing departments now have a wealth of information and data
about how consumers interact with their digital channels, which advertising channels drive the
most engagement, and how customers interact via social, mobile, email, and more. Managing and
leveraging this data can be a powerful tool, but marketers are confronted with several hurdles
when building out their digital marketing and advertising programs.
Gaining a holistic view of customers—Managing the consumer’s expectation for the right content,
at the right time, on the right device creates challenges for media companies that need to bring
together data from multiple channels to obtain a 360-view of each and every customer. Deep
analysis of customer segments and behaviors from offline and online channels will help make better
informed strategic decisions to optimize against corporate KPO’s. Managing multiple data sources is
a key requirement to success when analyzing the full potential of cross channel audience segments.
Effectively engaging with customers—The ability to deliver relevant, engaging experiences and
advertising to consumers across all channels is complex. However, when it is done right, media
companies can drive increased engagement, deeper site visitation, frequent returns and optimized
cross property affinity development.Media companies have the additional challenge of preventing
redundancy of content across channels to avoid “ad and affinity blindness”. This challenge stems
from managing content that is developed both internally and by digital agencies that is then
distributed across multiple channels, managed by different areas within the organization. Using
consolidated review procedures, dashboards, and performance metrics will help avoid redundancy
and under performance of valuable content types.
Understanding social—Most media companies today have corporate or “network” marketing
departments execute social programs, often focused on specific properties. Digital executives
should be consulted and included in network-wide social campaigns to include online audiences in
the overall audience numbers when created integrated sales packages, and measuring “earned
media”. Tying consumer behavior via social media channels to key business objectives is
challenging but it ensures that investments in social are delivering value and driving the
consumption of content with target audiences.
Leveraging mobile to deliver content and advertising—Consumer behavior varies across devices
and form factors. Media companies need to have device-specific apps, mobile-enabled digital
experiences and appropriately formatted advertising that maximize the value of mobile ad
inventory for advertisers for optimal experiences for the specific mobile device.
Measuring ROI on marketing and ad spend—Marketers are under more pressure than ever to
prove the effectiveness of their digital marketing programs and their contribution to the bottom
line. A solid measurement and optimization strategy allows marketers to understand the return on
advertising spend across channels such as video advertising (pre-rolls, mid-rolls, post-rolls,
bumpers and interstitials), integrated social response ads (polls, surveys, likes, shares and social
posts) as well as rich media IAB units that push the envelope in creative development and multipage placements to track CTR.
How media companies can use digital marketing
While the digital explosion of the past decade has created challenges for media and entertainment
companies—specifically marketers—it has also provided the opportunity to measure and optimize
every digital interaction with consumers. A solid digital marketing strategy not only drives revenue for
the business, but it creates efficiencies regarding how advertising and marketing budgets are spent.
Every campaign can be measured for its effectiveness and optimized to yield the highest returns.
Optimizing digital marketing programs can yield media companies the following benefits:
Maximizing return on advertising and marketing spend—Media companies can leverage digital
marketing technology to deliver the highest ROI from their advertising campaigns. Understanding
which advertising campaigns—whether paid search, display, social, or video—deliver the most site
visitors from high-value segments allows marketers to invest more heavily in the advertising
mediums that perform best.
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Personalizing customer experiences—The proliferation in marketing data presents a tremendous
challenge in how to manage and tap into all that data. Being able to select the most valuable
audiences—based on behavior analysis, personification (a process that identifies and cross
references most valuable attributes with behavior) and segmentation, media companies can create
not only the most engaging content and advertising experiences, but also optimize site pathing and
promote the most valuable content, to the most valuable and appropriate audience. All this will
help optimize revenues and further enhance brand loyalty and affinity.
Tapping social media—Media companies have to the jump on being able to leverage and
understand the effectiveness of social medial for their customers. Fans and loyal social audiences
have additional mediums (like TV, magazines, digital publications and apps) to cross connect with
the content. These interactions can and should be measured and analyzed. Not only can media
companies measure customer sentiment, customer conversation and viral distribution, they can
understand if social media is driving conversion and revenue by tying popular social media
channels to on-site CTR and engagement.
Multi-device communication—Media companies must deliver differentiated and device-specific
experiences to meet consumer demands. For instance, media companies need to create mobileoptimized content for smartphones and tablets that take form factors and navigation requirements
into consideration, as well as the consumer profile, to deliver a personalized experience.
Reduced operational costs—Media companies should adopt the strategy of creating content once
and then distributing it across all channels and platforms to reduce the overall costs of creative and
improve margins. Collaborative and expressive design methodologies will help media companies
produce, edit and distribute multi-platform content that is created once and distributed anywhere.
The Adobe advantage for media and entertainment
Adobe’s advantage comes from the strength of its combined solutions—the power of the Adobe®
Creative Cloud™ and Adobe Marketing Cloud working together to allow businesses to create
compelling content that can be distributed via any channel to consumers, measured, and
optimized to understand and continually improve the quality of experiences for consumers.
These solutions are based on a common architecture and platform. Through this platform, Adobe
combines art and science to provide the most innovative technologies and marketer-driven
solutions that integrate content, data, and analytics.
Adobe empowers media companies to run more efficient and productive digital businesses with
solutions that allow them to create and deliver compelling experiences to the right audience at the
right time in the right channel, and to provide tools to understand and optimize those experiences
to achieve better monetization of content.
Adobe Social
Businesses intuitively recognize the value of social. They’re listening to the conversation, and need to
turn the listening data into insights that can lead to action in real time. Marketers need a more
simplified approach to executing social media and using insights to turn their efforts into measurable
business results. Adobe Social provides the tools, data, insights, and expertise to crack the code of
social. Adobe Social shows you what’s working, how it’s working, and what you need to do to get
even better results across your social media investment.
Adobe Social allows media companies to:
• Measure the impact of social on brand and understand the conversation consumers are having
about the business.
• Define clear success metrics and understand how social is driving engagement with content to
better monetize social audiences.
• Discover how individual locations are represented on social and implement “like” buttons to
facilitate sharing.
• Leverage insight gleaned from social media to determine key investment areas for the business.
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Adobe Analytics
You cannot effectively optimize your marketing efforts unless you are analyzing and reporting on
those efforts to make the right date-driven decisions. Marketers must be able to determine how
their marketing efforts impact the business. Bringing together data from all online and offline
channels is the only way to get a complete picture of how customers are interacting with your
content and why they are or aren’t engaging, viewing and subscribing to your content and services.
Adobe Analytics allows media companies to:
• Maximize the ROI in marketing and advertising programs.
• Obtain a holistic view of customers across all channels.
• Perform real-time analysis to respond quickly to consumer response to new content and ad campaigns.
• Analyze valuable segments to deliver better experiences to those customers that have higher
lifetime value.
Adobe Target
When it comes to maintaining an edge in an extremely competitive digital marketplace, the challenge
for most marketers today is converting more visitors, viewers, game players, subscribers and socially
engaged audience members, which build loyalty and affinity. Marketers generally agree that the key
to doing this well is delivering extremely relevant—in fact, personalized—experiences every step of
the way. Most admit they are not doing this well. The biggest obstacles often lie in knowing which
personalization technology to choose and which strategies will yield the desired results.
Adobe Target allows media companies to:
• Improve engagement times, enabling more behavioral and intelligent ad targeting to improve
monetization.
• Personalize experiences to attract, engage, and motivate customers to repeat and return
visitation, especially consumers in high-value segments.
• Deliver content to consumers based on their interests and affinities to increase engagement.
Adobe Experience Manager
As the digital world continues to evolve, opportunities to engage with consumers have never been
greater. People are using their mobile devices to interact with all types of content wherever and
whenever they want. Adobe Experience Manager optimizes the authoring, management, and
delivery of digital media and content across all channels, including web, mobile, email, print, and
social communities, to build brand and drive demand.
Adobe Experience Manager allows media companies to:
• Deliver digital experiences seamlessly to customers regardless of device to ensure that the right
content reaches customers at the right time.
• Reduce incremental costs by allowing marketers to create content once and deliver it across
multiple channels and platforms.
Adobe Media Optimizer
Marketers face critical challenges in their rapidly growing and quickly evolving digital marketing
investments. They need to understand the impact of their advertising across channels and connect
success to real-time changes in channel investments. The number of opportunities and formats
across search, display, social, mobile, and video is growing every day. Adobe Media Optimizer
combines best-of-breed portfolio and rules-based ad management with intelligent campaign
forecasting and targeted ad delivery for data optimized advertising.
Adobe Media Optimizer allows media companies to:
• Optimize the media mix to deliver the most optimal return on advertising investment across paid
search, social, mobile, video, and display channels.
• Build and deliver targeted ads that create engaging experiences targeted at the right audience.
• Maximize the value for advertisers by delivering ads to highly targeted, specific audiences and
increasing CPM and revenue.
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© 2013 Adobe Systems Incorporated. All rights reserved. Printed in the USA.
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