Más contenido relacionado Set Your Rich Media Free - with Adobe Scene71. Set Your Rich Media Free
Ben Seymour | Snr. Solution Specialist, Adobe
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. Changing the world
through digital
experiences
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
3. Digital Marketing Solutions
Creative Process
Personalisation &
Social
Commerce &
Measurement
Managing Mobile
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6. Scene7 : Overview
Adobe Scene7 is the leading on-demand rich media
platform that enables companies to grow revenues,
enhance customer experience and cut production costs.
This easy-to-use, Web-based system gives business
users the control to upload, manage, enhance, publish
and deliver dynamic rich content with minimal IT
support. It is performance optimized to dynamically
generate and deliver unlimited variations from master
imagery – shortening time to market and drastically
reducing costs.
It’s like having a stack of Photoshop’s power - controlled via a URL
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7. Scene7: eye catching, attention grabbing
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8. Dynamic Media Delivery: Single Master Media, Single URL
Sizing
Template
FlashBanner
Select customers dynamically serving content via
Scene7:
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9. Scene7 & Adobe Creative Suite – Optimise marketing assets
Streamline design-to-publish workflows by
integrating Scene7 services in Adobe
Creative Suite 6
Improve your design-to-publish workflow
productivity
Accelerate iterative design processes
Facilitate cross-team collaboration (creative
design, merchandising)
Scene7 Extension for Creative Suite 6
Extending core Adobe libraries to the cloud
PhotoShop, Illustrator, InDesign, Flash Pro
Upload, manage, download creative assets
Parameterize dynamic content
Publish rich media assets to live S7 URLs
In-place edit hosted creative assets
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10. Photoshop – extension for Scene7
Scene7 extension for Creative Suite (Flash Pro, Premiere Pro, Indesign Illustrator)
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11. One Master Image: Image Presets
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12. Page load time is a fundamental part of the User eXperience
Loading time is a
major factor in page
abandonment.
Scene7 Image
Presets help you to
control and optimise
your site imagery
using the SPS back
office.
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13. Responsive Web Design : Responsive Images
Responsive Web Design
needs
Responsive Images
but
CSS
needs a
helping hand
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14. Responsive Web Design : Responsive Images
Screen shots: Tablet
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15. Responsive Web Design : Responsive Images
Screen shots: Smartphone
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16. Dynamic Imaging : Zoom, Spin…
Key Features:
Dynamic, scalable image optimization
& interactive zoom
Colors & multiple views in context
110+ configurable viewers:
single, sets, and mixed media
combinations
Zoom ―hotspots‖ with text
Guided tours, 360 spin
Self-configurable rules to auto-
generate rich media sets
Upload your own (UGC
images, graphics)
Select Customers:
Macy’s: Increased sales by 300%
HSN: Double-digit sales increases
using integrated zoom & colors
Otto Freemans: Increased online
business by more than 50%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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17. Exploding Amounts of Devices & Content
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18. Adobe Digital Marketing Insights Report
Tablet Visitors spend
over 50% more
per purchase than visitors who use
smartphones and
over 20% more
than visitors who use desktop/laptop
computers.
They are also
three times more
likely
to make a purchase than smartphone
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visitors.
19. Characteristics of Each Screen
DESKTOP TABLET SMARTPHONE
Embedded Rich Media Embedded Rich Media Full-screen Rich Media
Mouse-driven Touch-driven Touch-driven
Click-driven No Buttons No Buttons
Button Controls
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20. Scene7 Creates Universal Rich Media for All Screens
Scene7 makes it easy to provide optimised rich media experiences
for each screen through a simple URL
URL
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21. Scene7 Back Office
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23. Layered Template
Layered Templates
allow building a layered
image-think Photoshop
layered image- mixing
graphics and
text, where any layer or
text piece can be
changed dynamically
via calling to a
parameter in the URL
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25. Streamline the Creative workflow : 1
Scene7 extension for Creative Suite (Flash Pro, Premiere Pro, Indesign Illustrator)
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26. Streamline the Creative workflow : 2
Setup the desired parameters in the Scene7 back office (or via Web Service API)
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27. Streamline the Creative workflow : 3
Control the visuals at request-time using those parameters in the URL:
…./tie_banner?$header_text=One Day Only&$month_text=march
tie_banner2?$date_text=17&$footer_text=Guaranteed%20in-
time%20delivery&$header_text=Father%27s%20Day&$month_text=june
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28. Streamline the Creative workflow : 4
Control and review the templates directly within other conversion
products, such as Search & Promote, or Test & Target:
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29. Streamline the Creative workflow : 5
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30. Some Analytics Tagging directly within Scene7
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31. Enhance: Flash Dynamic Banners
Key Features:
Easy creation and real-time manipulation of
image and Flash content for targeted
promotions
Create source files on desktop (Photoshop
CS5/Flash CS5 )
Define variable content in Scene7 Publishing
System
Publish to Scene7 imaging servers for custom
URL
Real-time compilation to SWF (Flash)
Real-time modification with URL commands
Edit or replace text, image, graphics, or
movie clip content & attributes
Benefits & ROI:
Higher response/click thru rates via targeting
Time & cost savings to create and publish
banners
No ActionScript programming skills
required for Flash
No costly content updates requiring
creative teams and desktop apps
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32. HTML5 Support
HTML5 support
Optimising delivery of rich experiences for non-Flash supported channels
Dynamic Banners
Flash-to-HTML5 real-time file conversion (using Adobe Wallaby, scripting and video limitations)
JavaScript embed code -> universal URL to automatically serve in the right format
no video
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
33. Video
Key Features:
Video publishing to web & mobile devices
Custom transcoding for optimised delivery
Configurable video players for single
video, video sets or mixed media
Commerce-enable video with clickable
product hotspots and call-to-actions
Dynamic editing to cut videos, add
titles, captions, audio, graphics for
targeting
Video templates for personalisation and
targeting of promos/ads
Streaming Flash & MP4 video for smooth
playback
Select Customers:
Otto Freemans: 10% reduction in returns;
30% increase in conversions
Shop Direct: Double-digit increases in
conversion, 1500+ videos on site
Medion: Sales of products with videos
increased significantly vs. those with only
static images
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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34. Video : iOS Adaptive streaming
Dynamically adjust video
quality in real-time based on
device connection
- m3u8 manifest allows the iOS
device to request different
encoded versions of the same
video – in accordance to the
bandwidth as it varies
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35. Targeting, Testing and Personalisation
Target and customize rich media content to improve conversion
In real-time, use the T&T visitor profile
to customize Scene7 templated assets
based on individual behavior or
Streamline creating T&T campaigns with Scene7 characteristics
assets to easily include dynamic or static Scene7
content in tests and targeted campaigns
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36. On v. Off Model Photography : which drives greater conversion
A
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B
37. Viewer optimisation test
One viewer showed textual information on
the image, using hotspots and image maps.
Sport Thieme saw a 3x lift in conversion
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38. Target your audience based on their preferences
Dynamic media + data-driven personalization:
Time of day/day of week variables
Category affinity
Conversion, order data; inventory
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
39. Profile parameters output into images
In this example, the license plate on this image of the car is dynamically
generated based on a T&T geo-targeting profile parameter:
mboxCreate('s7', 'profile.geolocation.city');
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40. Screen Fill Use-Case
•Adobe Scene7 is able to dynamically fill a screen with promotional, localised or
personalised images.
•This drives conversion and add a new component to your web-site which can be
used for marekting.
•Even more important the solution can be automated and reduced production costs
and time completely.
Andrej
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41. Social Rich Media Examples
Enhance corporate facebook page
Embed all rich merchandising
viewers including: eCatalogs,
image or video viewers
Publish updates to social sites
including UGC
Allow fans to share
Viewers enable social sharing:
copy URL, embed code, visit
site link & email a friend
Custom-products ideal for
sharing and rating by
community
Tag, rate, share of all rich
content **
Collaborate of experiences such as
shop with a friend or design with a
friend
** beyond S7
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
42. Collect & share UGC everywhere
Nearly 64% watched a user-
generated video review;
more than ¾ said it helped
with purchase decision—for
or against a product or
brand.
81.3% listed ability to see
products in action as favorite
thing about video reviews.
-Internet Retailer, June 2010
backcountry nike
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43. Meta Data Server : Similarity Search
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44. Image Authoring – beyond your source images
Flowlines: A series of vertices, horizontal and vertical lines that are
manipulated to control the shape and contours of fabric in a masked area.
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45. Render Server - Infinite possibilities
One Vignette
Unlimited images
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46. Rich Personalised experiences across all devices
Tablet Screen shots
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47. Set Your Rich Media Free
Thank you for listening!
Questions?
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48. My contact details:
My contact details:
Ben Seymour
Solution Specialist
Adobe Systems
07824 690430
bseymour@adobe.com
@bseymour
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.