Set Your Rich Media Free - with Adobe Scene7

Set Your Rich Media Free
Ben Seymour | Snr. Solution Specialist, Adobe

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Changing the world
through digital
experiences

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Digital Marketing Solutions

Creative Process

Personalisation &
Social

Commerce &
Measurement

Managing Mobile


Adobe Digital Marketing Suite


Revolutionising Creative & Marketing


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

6

Scene7: eye catching, attention grabbing

7

Dynamic Media Delivery: Single Master Media, Single URL

 Sizing
 Template
 FlashBanner

Select customers dynamically serving content via
Scene7:
8

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


Photoshop – extension for Scene7

Scene7 extension for Creative Suite (Flash Pro, Premiere Pro, Indesign Illustrator)


One Master Image: Image Presets


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.


Responsive Web Design : Responsive Images

Responsive Web Design
needs
Responsive Images

but
CSS
needs a
helping hand



Screen shots: Tablet



Screen shots: Smartphone


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%

16

Exploding Amounts of Devices & Content


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

visitors.

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


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


Scene7 Back Office


Basic Templates


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


Dynamic Imaging: Configurators


Streamline the Creative workflow : 1

Scene7 extension for Creative Suite (Flash Pro, Premiere Pro, Indesign Illustrator)



Setup the desired parameters in the Scene7 back office (or via Web Service API)



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



Control and review the templates directly within other conversion
products, such as Search & Promote, or Test & Target:


Some Analytics Tagging directly within Scene7


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

31

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


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

33

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


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


On v. Off Model Photography : which drives greater conversion

A
B

Viewer optimisation test

One viewer showed textual information on
the image, using hotspots and image maps.
Sport Thieme saw a 3x lift in conversion


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


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');


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

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


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

Meta Data Server : Similarity Search


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.


Render Server - Infinite possibilities

One Vignette
Unlimited images


Rich Personalised experiences across all devices

Tablet Screen shots


Set Your Rich Media Free

Thank you for listening!

Questions?


My contact details:

My contact details:
Ben Seymour
Solution Specialist
Adobe Systems
07824 690430
bseymour@adobe.com
@bseymour


Set Your Rich Media Free - with Adobe Scene7

Recommandé

Recommandé

Contenu connexe

Dernier

Dernier (20)

En vedette

En vedette (20)

Set Your Rich Media Free - with Adobe Scene7