Efficient Frontier Insights

Adobe: Only Facebook PMD Awarded all Four APIs, including Ads

2012-04-19T13:09:59-07:00

Facebook announced its Preferred Marketing Developer (PMD) Program today and Adobe is proud to have been the only partner awarded all four API badges– pages, apps, ads and insights.

Multi-channel advertising technology from Efficient Frontier and Adobe Social contributes support through the Digital Marketing Suite for the Ads API which includes: advanced ad creation, campaign management and reporting capabilities. Adobe is currently the only provider to integrate ‘sponsored story creation’ within the Facebook publishing workflow. We also provide not just large-scale ad buying and ad campaign management on Facebook, but we are also the only PMD to provide automated three-fold ad optimization:

1) Optimize the creative in the ad so the content is the most impactful; 2) Optimize the audience segments that get served the ad ensuring the right eyeballs see it; 3) Optimize bidding using predictive modeling algorithms designed to increase conversions while lowering the cost per click. This three-fold optimization strategy helps you get the biggest bang for your buck.

We're proud to say that Adobe enables cross-channel attribution of social against other digital advertising channels – search and display – because our technology manages all biddable digital ad formats. Adobe is literally helping you intelligently spend your ad dollars where it makes the most sense.

For a complete overview of Adobe’s support for all four of the APIs, please see the post by my colleague, Lawrence Mak, on the Adobe Digital Marketing blog.

-Christine Beury, Marketing Principal - Campaigns
Ad and Social Marketing Solutions, Adobe

Adobe Releases First Global Digital Advertising Update for Q1 2012

2012-04-11T07:52:19-07:00

This week marks an important milestone for the Adobe Digital Marketing Business with the release of the Adobe Digital Index: Global Digital Advertising Update for Q1 2012. Data for this report is derived from the former Efficient Frontier, which was acquired by Adobe in January 2012. This report is focused on digital advertising industry insights for Q1 2012, as well as an outlook for the remainder of the year.

While these reports have long been a trusted source of data in the digital marketing industry, we are excited to add even more valuable insights from the Adobe Digital Marketing Suite, using analysis from technology Adobe acquired via Efficient Frontier and Context Optional, and data from our client index across key verticals including retail, entertainment, CPG, and finance.

A Few Q1 2012 Key Highlights:

Search still remains the biggest driver of ROI for marketers, increasing 16 % Year over Year (YoY) during Q1 2012, absorbing the majority of biddable digital advertising spend.
Mobile spend reached 8% of all search spend in the U.S. and 11% in the UK in Q1.
Facebook spend has grown by 93% YoY and, on a relative basis, now represents 3-5% of search spend.
Facebook post engagement increased 176% YoY.

Our Outlook for 2012:

Search spend is expected to increase at a rate of 10 to 15 % for the rest of 2012 in the U.S.
Tablet and mobile spend will likely make up 15 to 20 % of all search spend by the end of 2012.
While Facebook ad CPCs have increased 40% Quarter over Quarter (QoQ) for the past three quarters, CPCs on Facebook “Sponsored Stories” tend to be lower than Facebook “Marketplace Ads,” which may contribute to temporary decreases in CPCs.

To get the full story, download our Global Digital Advertising Update for Q1 2012

Dr. Siddharth Shah
Director, Analytics

Do flat CPCs Indicate a Drop in Advertising Spend?

2012-03-27T13:29:43-07:00

As we are preparing our analysis for our upcoming State of Digital Marketing quarterly report, we noticed that CPC trends for most verticals were flat YoY and quarter on quarter (QoQ). This is a continuing theme from last quarter where we noticed a similar trend. CPCs in the finance category are a little volatile on a YoY basis as CPCs in 2012 were higher than 2011 for January and February, but were lower in March.

Do flat CPCs indicate a drop in advertising spend? Not necessarily. As we saw last quarter, backed by growth in query and click volume, spend increased 14% YoY despite flat CPCs. We are seeing similar trends for Q1. Stay tuned for our report where we will provide a full analysis on this data and more.

Dr. Siddharth Shah
Director, Analytics

Adobe Unifies Ad Campaigns across Social, Search, and Display

2012-03-21T06:56:18-07:00

Adobe today announced that multi-channel advertising technology acquired from Efficient Frontier is now available as part of the Adobe Digital Marketing Suite. Marketers can now unify social, search and display campaigns and create true multi-channel optimization from disparate campaigns. This is a departure from multi-channel campaigns that are often operated with separate budgets, distinct data sets and unique workflows. The technology brings the following benefits to digital marketers and advertisers:

- Unified View of Multi-channel Campaigns

- Full Complement of Channels for a Multi-Channel Strategy

- Flexible Attribution Models

- Seamless Workflow from Insight to Action

The technology is available to new and existing Adobe digital marketing customers and will expand with additional functionality as well as integrations with other products within the Digital Marketing Suite.

Read the press release: Adobe Unifies Ad Campaigns across Social, Search, and Display

Join Us for Our Social ROI Webinar - 2/28

2012-02-21T14:53:24-08:00

What benefits does social marketing provide to businesses’ brand awareness and revenue?

While many discussions on social media cover concepts and strategies for success, very few of them actually provide insights backed by hard evidence to corroborate their hypotheses. Dr. Sid Shah, Director of Business Analytics at Efficient Frontier (now part of Adobe) will bridge this gap by outlining a more developed approach to truly measuring ROI in social while providing real numbers and metrics from actual campaigns.

Register

Date:
Tuesday, February 28, 2012

Time:
9:00 A.M. PST / 5:00 P.M. GMT

Speaker:
Dr. Sid Shah, Director of Business Analytics – Adobe Systems
Read Bio

Follow Us:
@efrontier / @contextoptional
#SocialROI