Technology

Adobe continues digital marketing spree with $600 million Neolane acquisition

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/01/24/Adobe.jpg?itok=n0dfhU4B

MUMBAI: Adobe extended a multi-year acquisition spree to build its digital marketing business today with the $600 million acquisition of Neolane , a French company that helps marketers manage their marketing across channels such as the Web, social networks, mobile, and point of sale.

The cash purchase further builds up what Adobe calls the Marketing Cloud, a set of services that help marketers manage their online advertising. Adobe, still better known for its iconic design and content creation and editing software such as PhotoShop, has made a big push in recent years to marry those products with the fast-growing area of online marketing. It bought Omniture in 2009, Day Software in 2010, Demdex and Auditude in 2011, and Efficient Frontier last year. Neolane will become Adobe‘s sixth digital marketing business unit.

The acquisition of the 12-year-old company essentially catapults Adobe from providing strictly digital marketing services to broader marketing, even offline channels such as direct mail and call centers, John Mellor, vice president of strategy and business development for Adobe‘s digital marketing business, said in an interview. For instance, a travel firm planning a summer getaway marketing campaign wants to start sending out direct mail in February, follow up by email and perhaps create a special website all as part of one campaign. "I don‘t want to walk into a CMO‘s office and just talk about digital marketing," says Mellor. "They don‘t think of it that way. People want to coordinate all this stuff together."

Brad Rencher, Adobe‘s senior vice president and general manager of digital marketing, further explained in a blog post about the acquisition:

This is a critical addition to our complete set of analytics, targeting, social, content management and media optimisation solutions. Neolane will integrate with our solutions to empower cross-channel and highly personalised campaign management across the web, email, social, mobile, point of sale, direct mail, call center and other emerging channels.

The combination of Adobe and Neolane will give customers richer customer profiles, greater activation of social and mobile data, better definition of highly valuable customer segments, and more sophisticated automation and execution platforms. Many customers already rely on both Adobe and Neolane and will benefit from further integration between the Adobe Marketing Cloud and Neolane‘s cross-channel capabilities.

The company‘s revenues rose 40 per cent last year, to $58 million. Adobe said it doesn‘t expect the addition to materially affect its revenue forecast this year.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/Ramki%20Sankaranarayanan.jpg?itok=sl1eoK_J
Hotstar tech partner Prime Focus signs deals with Turner & sports broadcasters

MUMBAI: India's Prime Focus, which was recently in news for admitting and plugging the leak of an upcoming episode of Game of Thrones to be broadcast by its partner Star India's Hotstar, has signed technology deals with prominent traditional and digital broadcasters. A link to view Episode 4 of...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/12/apac.jpg?itok=bF0asHD5
APAC may lead US$ 6-bn b'cast equipment market growth by '23

The global broadcast equipment market is expected to expand from USD 4.38 billion in 2017 to USD 5.82 billion by 2023, at a CAGR of 4.87 per cent between 2017 and 2023.

Technology Hardware Components
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/31/Jaco%20Du%20Plooy.jpg?itok=sIMqVukw
Irdeto's Cloakware to safeguard tech brands

MUMBAI: Irdeto, a leader in digital platform security, has announced the launch of its next-generation Cloakware™ Software Protection solution. Designed for the world’s largest and most innovative brands, the solution provides resilient and durable protection against cyberattacks.

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/31/Untitled-1_1.jpg?itok=hNcifMd6
TV channels get unique AI: Zone TV & Ooyala partner Microsoft

MUMBAI: ZoneTV, taking a quantum leap forward in the linear TV experience, will utilize media logistics tools from Ooyala, a global provider of video monetization technology and services, plus Video Indexer, part of Microsoft Cognitive Services, to automate the curation of content of a first-of-...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/29/harsh-vardhan.jpg?itok=P9-7bLs-
From lab to end-user: India launches TV, radio & FB integrated server 'Sagar Vani'

The India government, in order to effectively disseminate ocean-related advisories from the lab to the end-user, has developed 'Sagar Vani'.

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/Michael%20Hawkey.jpg?itok=35fg5o6z
Japan's KDDI adopts TiVo’s remote-recording service

MUMBAI: TiVo Corporation, a leader in entertainment technology and audience insights, has announced that KDDI Corporation, a leading Japanese telecommunications provider, has selected TiVo’s remote recording service for G-GuideÒ and will also implement new voice control features to deliver one of...

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/13/Kalli_Purie-Subrat_Kar.jpg?itok=077b2Tdu
AajTak topples Times of India as the top news video page on Facebook

New Delhi, 13th July 2017: AajTak-India’s No.1 News channel- has also topped the rankings on the digital space by becoming the most popular on social network for continuous 3 months with over 29.7 million video viewership on Facebook in May, 2017. By crossing this monthly viewership mark, AajTak...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/11/samir%20armaly%20tivo.jpg?itok=bykYFSL3
TiVo renews IP licence with Foxtel, deliver ultimate experience in Australia

MUMBAI: TiVo Corporation, a leader in entertainment technology and audience insights, has announced that Foxtel, Australia’s leading pay-TV platform, has signed a multi-year intellectual property (IP) licence renewal. This agreement offers Foxtel ongoing access to TiVo’s industry-leading...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/App-Annie.jpg?itok=hCYCsP8J
India tops in avg app downloads per month

NEW DELHI: A new study shows that Indians led in the number of apps downloaded per month in the first quarter of 201

Technology Software Applications

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories