owned media platforms –building the foundation · collaborative and smart system for content...

Owned Media Platforms – Building the FoundationLoni Stark | Senior Director of Strategy & Product Marketing, Adobe @lonistark

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digital experiences are special because once designed…

their scale is infinite.


Mastering Owned Media Platform in the Digital Age

3

Connected experience to break down screen

& device silos.

Collaborative and smart system for content marketing

& velocity.

Digital foundation for digital marketing & experiences that

spans across organization silos.


Experience-Design & CreationA common layer for content, audiences,

campaigns, and personalization

ScalableBuild the experience management and

delivery foundation to scale in real-time

ExtensibilityProvide a modern, extensible experience-based foundation

SecurityPrebuild and engineer security into every

layer, process, touchpoint, and dataset

AnalyticsA common analytics later pre-engineered

into every channel

Owned Media Platform: Experience-based Foundation


Marketers need to:1. Find the right content

2. Re-use versus re-create

3. Author and deliver campaigns quickly and efficiently

Creatives need to:1. Create great imagery,

copy, and video

2. Establish templates and standards

3. Tag assets so they’re discoverable and measurable

Owned Media Platform: Culture of Content Velocity

Creative Brief

Asset creation

Upload and tagging

Channel delivery

Search & discovery

Authoring & publishing Content System

‹ This publishing process could be cut to days instead of weeks+ ›

Consistent measurement through automation


Content is the Fuel of the Digital Experiences

4

Web

Social

MobileMulti-screen

Video

Print

Echo

Email

POS

Owned, Earned, PaidTouchpoints

Brand & User Generated Content

Omnichannel

Content & Experience Management

Starts with mastering owned destinations for customer engagement. Amplify through earned and paid touch points.


Looking ahead, which of these do you regard as the most exciting prospect for 2020?

Most exciting prospects for 2020

Engaging audiences through virtual or augmented reality

Internet of Things / connected devices e.g. wearables, audience

tracking

Utilizing artificial intelligence / bots to drive campaigns and

experiences

Enhanced payment technologies e.g. mobile wallets,

e-receipts

Voice interfaces e.g. Amazon Echo, Google

Home

Other

30%

25%

20%

15%

10%

5%

0%

26%25% 25%

26%

23%24%

15% 15%

6% 6% 6% 6%

Company respondents Agency respondents

E-consultancy / Adobe Digital Intelligence Briefing


So what will still be scarce?

A brand you can connect with…A story that is memorable…Time. Creativity.

owned media platforms –building the foundation · collaborative and smart system for content...

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