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Mar
27




 





Focusing on Content, Not Just Ads

For quite a while, the concentration in online analytics and tools to optimize results based on analytics revolved around ad optimization.  It was a world of sellers.  The focus was always on systems which could improve a company’s ability to recommend relevant products, increase conversions, and acquire traffic with increasing efficiency.  The solutions were skewed towards helping the sellers sell their ads, while putting less emphasis on the delivery of primary content.
 
This was always a strange disconnec,t considering the fact that the placement of offers, in fact the whole world of advertising, is at the end of the day completely dependent on the delivery of quality content.  A marketer may have the most optimized ad ever, but if the content providers are dropping the ball, where is the ad going to show?  Consumers are usually not going to seek out advertising (Old Spice commercials would be the exception here). 
 
What excited me about this year’s summit was the increased attention to optimized content delivery.  This is of particular interest to content providers like media companies, but advertisers should pay attention as well, since their success will many times depend on their content partner’s performance.  
 
Undoubtedly a product of Adobe’s creative DNA, the first Summit since the acquisition of Omniture has shown the closer marriage between Adobe’s creative content creation tools and the tools brought into the fold via their flurry of acquisitions over the last couple of years.
 
It’s going to take way too long to go into prose about some of the products Adobe highlighted for content optimization, so I’ll try to give the main points here:

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