Media & Entertainment - 60% Growth in Digital Revenue with Adobe Audience Manager
"Monetizing Digital Content Through Targeted Advertising"
Story Overview
In the media and entertainment industry, effectively monetizing digital content is critical to driving revenue growth. A global media conglomerate, with a vast portfolio of digital properties, faced challenges in maximizing the value of its audience data. Despite having a large and engaged audience, the company struggled to deliver targeted advertising that resonated with users, leading to missed revenue opportunities. The company needed a solution that would allow them to better understand their audience, segment it effectively, and deliver personalized content and ads that would drive engagement and revenue.
Surge Software Solutions was brought in to implement Adobe Audience Manager, a powerful data management platform (DMP) that enables businesses to build and activate high-value audience segments. By leveraging Adobe Audience Manager, the media conglomerate was able to significantly increase its digital revenue by delivering targeted, personalized advertising to its audience.
Challenge
The media conglomerate’s primary challenge was its inability to effectively segment its audience and deliver personalized advertising. The company’s existing data management tools were insufficient for handling the vast amounts of audience data generated across its digital properties. As a result, the company was unable to fully monetize its audience, leading to lower-than-expected digital revenue. Additionally, the company faced challenges in integrating its audience data across different platforms, leading to fragmented insights and inconsistent user experiences.
Solution
Adobe Audience Manager was implemented to centralize the company’s audience data and enable the creation of high-value audience segments. Surge’s team worked closely with the media conglomerate to integrate Adobe Audience Manager with its existing CRM and ad-serving platforms, allowing for seamless data flow and real-time audience activation. Custom audience segments were developed based on user behavior, demographics, and content preferences, allowing the company to deliver personalized ads and content that resonated with each segment. Adobe Audience Manager’s integration with Adobe Analytics also enabled the company to gain deeper insights into audience behavior, further enhancing its ability to deliver targeted advertising.
Analysis
The project began with a comprehensive audit of the company’s existing audience data and digital properties.
Implementation
Surge’s experts developed a detailed implementation plan for Adobe Audience Manager, focusing on key areas such as audience segmentation, data integration, and real-time activation.
Training & Support
The company’s marketing and ad operations teams were trained on how to use Adobe Audience Manager to create and manage audience segments, as well as how to optimize ad campaigns based on real-time data. Ongoing support and optimization services were provided to ensure that the platform continued to deliver value over time.
Results & Impact
The implementation of Adobe Audience Manager led to a 60% increase in digital revenue within the first year. The media conglomerate was able to effectively segment its audience and deliver personalized ads that resonated with users, leading to higher engagement and ad conversion rates. The company also saw a significant improvement in its ability to monetize premium content through targeted advertising, leading to increased revenue from both direct and programmatic ad sales. The success of this initiative has led to the expansion of Adobe Audience Manager’s use across all of the company’s digital properties, further enhancing its ability to monetize its audience and drive revenue growth.
Long-Term Impact
The deep audience insights provided by Adobe Audience Manager have become a key driver of the media conglomerate’s digital strategy. The company can now continuously optimize its advertising efforts, ensuring that it remains responsive to changing audience needs and market conditions. Surge continues to support the company with ongoing optimization and expansion of its Adobe ecosystem, including the integration of additional Adobe Experience Cloud products.
Contact Surge Software Solutions Today
These detailed success stories demonstrate how Surge Software Solutions leverages Adobe technology to drive significant business outcomes. Contact us today to learn how we can help your media and entertainment company achieve similar success.