Startup Unified Unveils Social Marketing Platform for Enterprise
Powerful though it may be, for marketers, big data can be a big headache.
For brands that want to reach audiences across the growing landscape of social platforms, executing effective campaigns can mean managing different strategies, different planning and buying processes, and different analytics tools. Crunching data across multiple social platforms and reporting performance can become a labor-intensive operation for a lucky (or not so lucky) few.
Unified, which launches today, aims to streamline the entire cycle of marketing across major social ecosystems with technolog intended for enterprise clients. Calling it the industry’s first “Social Operating Platform,” the company says it will help global brands and agencies simultaneously execute campaigns on Facebook, Twitter, YouTube, StumbleUpon and other social services with a patent-pending tool that manages each step of the process, from planning, buying and optimizing campaigns to analyzing earned media and determining returns on the investment.
“There’s a definite shift happening from traditional buying to real enterprise-class, big data management in the advertising space,” Unified CEO Sheldon Owen told Adweek.
Break Accelerates Social, Boosts CPVs With Pass-Along Content
Break Media, the big digital video advertising network, says it has started a new video technology designed around the growing cost-per-view ad-buying metric.
The new technology, called Social Video Accelerator, combines guaranteed video distribution including pass-along advertiser content. It will run across the Break network — including Break.com, the Web’s big comedy video site, which now reaches more than 120 million unique viewers each month.
While cost per view (CPV) ad models are growing, less than half of video publishers are offering it, says Break Media.
What does 2012 hold for mobile advertising?
Lots of people have been asking us what we predict from 2012. The past year was so exciting with so many developments that no doubt the next year is going to be a great year for mobile advertising. Here is our look into the crystal ball…
We already discussed with you last year the demand for all things tablet. In the coming months we are going to continue to see the rise of the tablet and iPad. By 2016, they expect to sell 87.8 million tablets. We are seeing that advertisers and developers who create ad units built specifically for tablets are experiencing phenomenal user engagement. Developers have really started acknowledging and taking into account the fact that tablet users have a radically different user experience and consume content and media in a very different way compared to other mobile devices such as smartphones.
What’s the lesson for 2012? In the coming months it will be important that advertisers and developers recognize the different strategies and products required for tablets as opposed to other mobile devices, and develop strategies and ads with tablets specifically in mind.
WPP’s Kantar Buys China Social-Media Intelligence Expert CIC
WPP Group’s Kantar Media is stepping up its digital game in China, acquiring a pioneering local agency that helps marketers leverage the power of social media.
CIC is a leader in providing analysis and insights based on information gleaned from China’s vibrant social-media outlets. Its ability to collect and analyze chatter about a certain product or brand in real time has made it highly valuable to marketers seeking ways to better engage with Chinese consumers online.
Some of CIC’s longterm clients include PepsiCo, Nike, L’Oreal and Dell. The company was founded in 2004 and has more than 60 social-media consultants. Financial details of the deal were not disclosed.
China has 513 million internet users, up 12% from a year earlier, according to the latest government figures. More than 70% of them are on social media, said Sam Flemming, founder and chairman of CIC.
Adobe Completes Acquisition of Efficient Frontier
Today, Adobe solutions are central to how digital marketing and advertising are created, managed, executed, measured and optimized. Our focus on market leadership in the digital marketing space has driven some dramatic changes at Adobe including the recent acquisition of Efficient Frontier, a leader in multi-channel and auction-based digital advertising optimization across search, display and social media.
With Efficient Frontier, Adobe delivers an industry-leading independent platform for digital ad buying to our customers. With this addition to our Digital Marketing Suite, we offer a more powerful solution for managing search, display and social media to better answer the needs of our customers. Even more importantly, we add the expertise of over 300 talented Efficient Frontier employees to our team.
Collective UK Launches Private Exchange for Premium Video Advertising
Collective has today announced the launch of a private marketplace to offer media buying agencies and advertisers real-time bidding (RTB) access to its premium video platform.
Combining Adap.tv’s RTB technology with Collective’s audience data, Collective’s private exchange will offer pre-roll video advertising space across targeted audiences and premium publishers in real-time auctions. Publishers include IPC, WWE, The Independent, Sony Music and iVillage.
The move will see Collective become the first in the UK to launch an RTB private ad marketplace for premium video programming.
“Our marketplace gives advertisers and agency partners a new way to access premium VoD inventory, but with this inventory being in such demand, we don’t see it as a low cost entry to buy video in the UK,” said Jamie Estrin, Director of Collective Video. “RTB pricing is controlled by supply and demand, and high quality premium video is always in high demand in the UK.”
