The big winners in Facebook’s October 2013 Preferred Marketing Developer Innovation Competition — titled “From Conversation to Conversion” –were Optimal, BLiNQ Media, Kenshoo, Maverick, Salesforce and ExactTarget, and SocialWire, the social network announced in a post on the Facebook Developers page.
Optimal won the jury grand prize for its Open Signals, which allows advertisers to link data application-programming interfaces and feeds to their Facebook campaigns in order to monitor in-store inventory levels, store traffic, weather conditions, coupon redemptions, and syncing to when TV ads are running. Advertisers can use Optimal-built signals, their own, or developers’ to trigger their ads in real-time and, ultimately, tie Facebook ad spend to real revenue metrics.
BLiNQ Media was recognized for its Local LiFT solution, which bridges the gap between personalized Facebook content and local commerce to create a scalable solution that targets consumers with highly relevant, real-time promotions.
Kenshoo won for its Social Demand-Driven Campaigns, which integrates with inventory systems and Google Merchant Center catalogs to automatically create dynamic product ads from images and attributes in the feeds such as brand, color, price and inventory levels, leveraging product listing ad campaign and other performance data so marketers can identify top performing or trending products to advertise.
Maverick is an automated marketing platform that plans, creates, and executes result-based, micro-budget, marketing campaigns for small businesses, for a fraction of the cost of a full-service agency. The entire marketing cycle — from concept to sale to retention — is done by the platform, automatically and autonomously, including setup, execution, copy, and graphics.
ExactTarget Active Audiences from the Salesforce Marketing Cloud combines ExactTarget’s email marketing capabilities with social advertising by Social.com, enabling marketers to automate Facebook ad campaigns based on customer data from email, mobile, ecommerce, point of sale, and Web to create custom audience segments.
Finally, SocialWire was recognized for its Dynamic Product Ads, a feed-based ad platform for promoting individual SKUs. Using product feeds and Web crawlers, Dynamic Product Ads uses product attributes to match each SKU to an audience using social data, and its dynamic creative templates generate SKU-level ads customized to each product. Its workflow enables marketers to set up evergreen campaigns, such as “promote newest products to best customers.”