These days, it takes a lot to move an audience. In fact, it looks like all the all tricks in the marketer playbook don’t work so well anymore – nowadays, it’s going to take money, too.

That’s according to an Adobe’s just-published Digital Insights Advertising Demand Report – a survey of 800m North American customers – which found a worrying trend.

“Organic traffic in North America is stagnant – it’s only grown 0.1% over the last three years,” Adobe Media Optimizer product marketing director Tim Waddell tells Beet.TV in this video interview. “I was a little surprised – with the mobile growth out there, I thought that would be higher.

“But we learned from social advertising pretty quickly that, if you’re not paying for reach on social, you’re not going to get reach. You have to do paid placements.

“Six out of 10 companies that embraced this grew at a rate of 51% – the laggards who were not declined at 31%. The days of organic growth are just not going to be there. You need a connected experience across all of these different channels.”

Adobe is finding its fortunes lifting on just such a cross-channel offering. Its Q3 revenue rose to a record $1.46bn on adoption of its multi-level cloud suites. Combined, Creative Cloud and Document Cloud brought home $3.7bn in annual revenue, whilst their digital marketing stablemate brought in a record $404m for the quarter.



This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk.   Please find additional videos from the Conference here.