Computer World/TechWorld

IDG

Why chosen for Adobe

IDG is the leading provider of media for the IT space globally. With over five decades of experience, IDG boasts an impressive audience of senior ITDMs, making it an excellent trade media partner for Adobe to position Acrobat Pro as the UK's market-leading PDF solution in 2019. Within the UK, IDG owns three B2B titles: Computerworld, Techworld and CIO.co.uk. The latter publication is targeted at a C-level audience and lacks the combined depth of Computerworld and Techworld's reach to Adobe's target decision makers. Both these publications focus on profiling current industry trends and the latest IT technologies. IDG has a global database of 44 million ‘opted-in’ users; with 46% of Computerworld UK and 27% of Techworld users at Directors/Heads of IT seniority and above. This translates into a combined 3.1 million UU's monthly. Alongside this extensive readership, IDG has strong content creation capabilities, recently producing campaigns with Citrix, Veritas and Informatica alongside video content for Adobe.

Key Audience Information

Computerworld:
- Unique Users: 805,709/month
- 46% IT leadership
- 52% at companies with 1000+ employees
Techworld:
- Unique Users: 2.3m views/month
- 27% IT leadership, 19% IT Professionals,
- 60% at companies with 500+ employees
CIO.co.uk
- 160,000 page views
- 40,000 unique users/ month

Campaign Content - 'Time Savers'

In 2018, IDG undertook a 50 page 'Future of the Workplace' study, surveying 200 Senior IT Leaders on behalf of Fujitsu. The results of this study have led IDG to create a proposal centred around the time saving benefits that the security, collaboration and management capabilities of Acrobat Pro provides ITDM's:

77% wanted flexible working solutions
74% prioritised better tools for collaboration
72% wanted cross-device information access

IDG's campaign revolves around heavily populating a 'Native Playlist' on Computerworld UK throughout Q1, with an emphasis on video content. This will include top of funnel brand awareness pieces leading towards gated content that will provide Adobe with sales qualified leads. Throughout Q2, Q3 and Q4, IDG will drive traffic to the playlist using lead generation and advertising campaigns, whilst refreshing the playlist with engaging content that showcases key benefits of Acrobat Pro.

Proposed Schedule

Q1: (£157,000)
- Content Hub: 'Native Playlist' (£26,000)
- Awareness: Animated Video (£9,000)
- Awareness: Listicle Blog (£2,000)
- Awareness: Infographic (£2,000)
- Awareness: Q&A Blog (£2,000)
- Awareness: Blog Article (£2,000)
- Video Content: Case Study Video (£6,000)
- Video Content: Webinar: (consideration, gated) (£12,500) + Event Coverage (free)
- Content: Gated eGuide (£8,000)
- Lead Generation: 500 leads p/q through mix of display, banner and native (£25,000)
- Advertising: Social Amplification (£20,000)
- Advertising: Digital and Mobile (£25,000)
- Advertising: Native Content (£17,500)
Q2, Q3, Q4 (£125,500 p/q)
- Content Hub management, analytics, event coverage + any 2 additional assets (£38k)
- Lead Generation: 500 leads p/q (£25,000)
- Advertising: Social, Roadblock, Native (£62,500)

In-Depth Overview of Proposed Activity

Native Playlist

IDG will create a 'Native Playlist' for Adobe in Q1 which is designed to facilitate modern native storytelling using video content (webcasts, tips and tricks videos, case studies), blogs, Q&A's and infographics.
The Adobe Playlist will be published within Computer World UK to capitalise on its strong audience of ITDM's.
The portfolio of assets that IDG will produce and host for Adobe are designed to support the Adobe ‘brand to demand’ strategy.
Users follow a clear path, starting with Acrobat awareness content, which funnels down into gated assets, generating marketing qualified and sales-accepted leads (see right).
IDG currently run a host of 'Native Playlists' including one with Microsoft/Citrix:

The User Journey on Adobe's Native Playlist

IDG currently run a Native Playlist with Microsoft/Citrix

Measurement: Minimum 60,000 p/a page views of the Native Playlist and individual content pieces within it (15,000 p/q)

Playlist to be created and heavily populated with content for Q1 launch

Quarterly refresh of playlist to include production of 2 new assets alongside hosting, analytics, reporting, management and optimisation

Cost of Q1 Creation: GBP 26k
Cost per Q2, Q3, Q4 Refresh: GBP 38k

1. Content to Raise Initial Brand Awareness for Adobe Acrobat Pro in Q1

IDG will initially populate Adobe's Native Playlist with content that ensures users follow a clear path in Q1, starting with maximising their awareness of Acrobat Pro, before progressing down to gated content, providing sales qualified leads.

Editorial Content sitting at the top of Microsoft's Playlist

Content that will sit, un-gated, at the top of the playlist from week 1 of Q1 is as follows:

1 Listicle Blog (GBP 2k):

Emphasises core capabilities of Acrobat Pro
Example Title: “10 Tips and Tricks To Save Time and Improve Workplace Collaboration”

1 Blog Article (GBP 2k):

Example Title: “5 Tips To Getting The Most Out of Mobile Working with Adobe Acrobat Pro”

Past Example of an Adobe Blog format with IDG

1 Infographic (GBP 6k):
- Could demonstrate Office 365 compatibility
- Example Title: “How Do You Build a More Efficient, Collaborative Workplace?”
1 Q&A Blog (GBP 2k):
- Example Title: “What Adobe’s Office 365 Integration Means For Your Business”
1 Informative eGuide (GBP 8k):
- Engaging and interactive web document
- Contains clickable infographics and video content such as an Adobe & Microsoft Partnership Video
- Example Title: “10 Steps To Improving Business Collaboration”

Example EGuide With Video Content Embeded

The primary aim of this initial content creation is to authentically stimulate engagement from readers of ComputerworldUK and Techworld with Adobe's Acrobat Pro Playlist. However, EI is aware that growing Adobe’s pipeline of marketing-qualified and sales-accepted leads to increase the number of sales of this product is a key objective of the overall campaign. Accordingly, EI recommends that Adobe includes call-to-action links out to external content in order to drive leads from this initial awareness activity. For example, links through to free trials of Acrobat Pro can be used to ensure that these initial product awareness assets also provide a lead generation return.

2. Video Content in Q1

Animated and Case Study Video

One animated and one case study video to be created. Both to sit gated on the Adobe Native Playlist to facilitate lead generation.

10-15 second cuts of both videos can be used across advertising to stimulate demand for Acrobat Pro and draw users to the Native Playlist

IDG recently used animated videos as part of a year long digital campaign with IBM, whilst interviews formed the core of case study videos with Fujistu in 2018.

Video Content Sitting towards the front of Microsoft's playlist, building on initial non-video content

1x Animated Video Cost: GBP 9k
1x Case Study Video Cost: GBP 6k

Webinar

IDG will host and moderate a 20-45 minute Acrobat Pro live webinar in the mid-late Q1

Agenda to include two Adobe speakers, with questions available from the audience

A minimum of 100 pre-registrations are guaranteed, alongside further sales qualified leads from hosting on ComputerWorld, Techworld and Adobe's Playlist as gated content for post-event lead capture

A final event report will be provided to Adobe with full audience details and dwell time stats

Data Capture page on recent NetApp Webinar

1x Webinar Cost: GBP 12.5k

Event Coverage

IDG will accompany Adobe to each major UK event engagement per quarter to profile the stand, conduct interviews and promotional footage at no extra cost to a 2019 campaign

Playlist Refresh (Q2, Q3, Q4)

Refresh of the playlist will provide 3 additional assets on top of those added in Q1, alongside ongoing optimisation (GBP 38k p/q)

EI recommends prioritising the creation of the best performing assets for lead generation from the previous quarter when adding new content

Event coverage included as bonus video update

3. Lead Generation

IDG proposes to use a lead generation campaign to guarantee that Adobe achieves their lead generation aims from the Native Playlist content in 2019. This includes a mix of high impact display takeovers and targeted messaging to ITDMs, as well as native displays to drive brand awareness, engagement with the Playlist and ultimately funnelling through to demand generation for Adobe. IDG will guarantee:

500 leads per quarter

Program total of 2,000 Marketing Qualified and Sales-Accepted Leads

Sales Qualified Lead Data to be received by Adobe

Cost per Quarter: GBP 25k

4. Demand Generation through Advertising

Alongside the guaranteed 500 leads per quarter generated from IDG's Lead Generation Campaign, Adobe can maximise brand awareness of Acrobat Pro as the market leading PDF solution whilst driving traffic to the Native Playlist and Adobe site through the following:

Banner Advertising

High impact DMPU, Leaderboard and Page Skin advertising will run on the first week of each quarter in order to drive traffic to Adobe's Native Playlist, whilst entrenching Acrobat Pro as the leading PDF solution in the UK market

Location: Computerworld UK and Techworld

DMPU: 0.04% CTR
Leaderboard: 0.21% CTR
Page Skin: 0.22% CTR
- 27,000 impressions guaranteed per quarter at £130 CPM

Cost per Quarter: GBP 3.5k

Following from a high-impact presence across the first week of each quarter, brand awareness and demand generation will be achieved through Billboards, DMPUs & Leaderboards across ComputerWorld UK and Techworld:

Billboard 0.37% CTR
CPM - £130
- 325,000 impressions guaranteed per quarter at £130 CPM

Cost per Quarter: GBP 20.7k

Alongside this on-site content, Adobe will benefit from a complete takeover of the MPU slot on mobile sites for 1 week per Quarter, specifically targeting ITDMs within Adobe's target audience

Location: ComputerWorldUK + Techworld Mobile

Frequency Capped to 1 per user

MPU 0.13%
- 6,250 impressions guaranteed per quarter at £130 CPM

Cost per Quarter: GBP 825

Social Amplification

IDG's content, design and social teams will create a constant stream of 'Smart Ads' with multiple messages and images that emphasise Adobe's key topics and Acrobat Pro's new capabilities.

Guaranteed content: 12 Smart Ad Posts posts, 6 creative designs, 2 link destinations to content on Adobe's own sites

Release focused on first week of each quarter to drive early engagement

Channels: Linkedin, Twitter, Facebook

2,000 clicks guaranteed per quarter - measured on URL clicks leading to content with live reporting on CTR, engagement rate and impression by post

Cost per Quarter: GBP 20k

Native Ads

IDG will promote Adobe content (or IDG created content focusing on Adobe's key themes) showcasing Acrobat Pro's capabilities. Native Displays will be spread throughout each quarter to ensure authenticity, and prevent over-saturation.

Native Display is a promotional unit that appears in the homepage content listings, right hand column modules and in content modules across both publications

Native content integrated into ComputerWorld's main feed. Adobe will benefit from up to 8 articles per quarter, with the option to repeat high performing articles later in the quarter/across other quarters

Up to four headline and image variances per content piece will link through to Adobe's Native Playlist or external website to assist with demand generation and lead capture

Click to play video units can be used to embed prior content, with an option to authentically profile Adobe's engagement at each major event per quarter as worthy of a ComputerWorld article in its own right.

Adobe clearly identified on all units to assist brand recall and guarantee brand association with key themes

1,500,000 impressions guaranteed in 2019
375,000 impressions guaranteed per quarter
- Frequency cap of 1 per user
- CPM £50

Cost per Quarter: GBP 18.75k

Total Components of IDG's 2019 Campaign Strategy

Recommended Engagement

IDG is an excellent trade media provider with an impressive reach into the UK IT Industry, boasting the largest audience of any provider in this report (3.1 million unique users). Adobe can partner with IDG for a comprehensive campaign that provides multiple methods of accessing a community of senior ITDM's throughout 2019. Whilst the first quarter of the proposed campaign is expensive (GBP 157k), it includes a plethora of strong content creation opportunities and facilitates extensive brand awareness through the creation and promotion of Adobe's Native Playlist. Subsequent quarters are notably cost effective (GBP 125k), building upon this stable base of high quality content. Importantly, IDG's proposal includes a minimum of 2,400 sales qualified leads, with only CBR guaranteeing more in 2019 (3,000). EI was impressed by IDG's creative engagement with Adobe's brief. The 'Time Savers' theme represents an innovative approach to a 2019 campaign, building from strong prior research into Adobe's target market.