Adobe Summit EMEA “Sneaks”
by Ryan Levitt
Posted on 05-04-2018
A slight change to the routine here this week, as we bring you not ten but six _really cool _projects showcased at Adobe’s “Summit Sneaks” 2018. We hope you’re as excited by the new developments as we are—some of these are real game-changers!
- See and Shop: Shoppable images, persistent across the web, have long been a marketers’ dream. We’ve seen multiple different solutions, but none with the power and flexibility of Adobe’s See and Shop functionality: it will let consumers buy from anywhere online that they see a product image. Whether it’s an Instagram post or photos featured in a company blog, customers can instantly purchase any product that’s been tagged, no matter where they are or what device they are using. This opens up the purchase to all points in the consumer journey. It also means that every time a customer sees the photograph of that pair of slippers that’s been following them around the web for the past seven months (naming no names), they’ll be able to pay it to go away—which is how advertising works, right?
- **Video Ad AI:**AI is a term on everyone’s lips in 2018—and when you experience the transformative potential of products such as our Video Ad AI, you can understand why. Bringing the power of data and machine learning to the video ad space, it offers an unprecedented degree of insight into video campaigns, helping you optimise content for the campaign and audience you need. Imagine a 60-second TV spot that needs to be rolled out across social media platforms. With Video Ad AI, we can help ensure that you optimise for each platform’s requirements. First, the video is auto-tagged for benchmarking against similar content; next, Adobe Sensei assesses past performance of content similar to the TV spot. This generates an effectiveness score, which is the basis for recommendations about improvements. These recommendations—such as changing the length and flow of the video—are sent to video advertisers in Adobe Premiere Pro CC, along with the original ad, for editing. You can adjust the ad to align with your marketing objectives to deliver high-performing content while retaining its creative elements. Rather than having to amass a bunch of data to prove a conclusion you already intuitively _know _is true (we know, it happens) you can get a machine to do it instead. There’s one in the eye for those predicting machine supremacy.
- Master Plan: Chalk up another win for humanity! We continue to foist some of the, well, potentially less thrilling elements of a marketer’s job onto the uncomplaining 1s and 0s of the Adobe Sensei processing behemoth. Master Plan takes some of the busy work out of building the customer experience, from first touchpoint to loyalty programmes. It frees you up to focus on more important matters (we are not going to judge what you consider to be “important”). Master Plan uses Adobe Sensei’s computational power to speed up customer experience planning, orchestrating tasks such as asset selection and building a marketing mix. It delivers recommendations on everything from relevant assets to the optimal marketing mix across display, email, social, mobile and other channels. It adjusts these on the fly to account for shifting variables such as budgets or time frames. Seriously, you’re going to have SO much more time for the fun stuff.
Experience Analytics: Tracking user interactions from the online world to meatspace is, let’s be honest, tricky, which is a problem when it comes to creating seamless and intuitive customer experiences (and for pesky things like attributability, we know). Experience Analytics is here to help with this persistently painful issue, enabling a brand to pull data from any source into a comprehensive view, and curating to drive insights. For example, it allows a retailer to see customers who have visited both a store and their website during a specified period of time, which could enable them to provide personalised, tailored experiences at a customer-by-customer level. A financial services company could combine call centre data with other information to work out how users migrate across different touchpoints and optimise the experience accordingly. In advertising and marketing, we’re often told that personalisation is the future of effective sales—Adobe Experience Analytics is a big step on the journey to that sort of personalisation (but not, we promise, in a creepy way).
Launch It: No one enjoys tagging websites (really, they don’t), yet it’s a crucial activity. With the advent of Launch It, we can fully automate this task, leaving you free to … well, do whatever you want really. After scanning a website and inspecting every content element, Launch It uses a combination of AI and natural language processing to fully automate the tag management process. Once you approve this structure, every element on the site is instantly auto-tagged, reducing the time required to complete this task to mere minutes. You’ll have time, now, to tackle more strategic tasks, or maybe just leave work on time for once. Or sleep under your desk. We won’t tell.
New View: Finally, in this round of Adobe Sneaks, it wouldn’t be 2018 without a mention of virtual reality. The last project brings the world of _Minority Report _(or at least the non-sinister, floating interfaces bit of it) to the marketing suite. New View pairs VR tech with AI, Machine Learning and Voice to enhance workflows for business users. Bringing your favourite tools into VR space, New View ushers in an era in which a 3D space enables users to see various data dimensions at once, uncovering insights that may have been lost otherwise. It also has the potential to enable international, multi-site co-working in a virtual space. Welcome to the future—we live in it. It’s all going to be ok, we promise.
Topics: Digital Transformation, advertising and marketing, AI, ML, social media, technology, Trends, UK, UK Exclusive, Digital EMEA