Polygraph Media, which enables brands on Facebook to optimize their paid, owned and earned media campaigns with data science, will announce its acquisition of predictive marketing technology company Offergraph Thursday.
Facebook and paid search are often viewed as competitors for advertising, but a study commissioned by the social network and conducted by Kenshoo, a Strategic Preferred Marketing Developer, analyzed two weeks’ worth of adding Facebook ads to paid search campaigns by Experian, finding better performance and lower costs per acquisition.
Marketing cloud technology provider Unified extended its reach into measurement with its acquisition of social media measurement platform awe.sm, and the former will integrate the latter’s technology into its Social Operating Platform.
Social media analytics firm Simply Measured introduced its new Facebook Insights with Ads report, which gives brands a single dashboard for their owned, earned, and paid social efforts, along with compatibility with Microsoft Excel and PowerPoint.
In other news from South By Southwest, Kenshoo, a Facebook Strategic Preferred Marketing Developer and provider of cloud-based digital marketing solutions and predictive media optimization technology, announced an integration with Oracle Social Cloud as part of Oracle’s recently announced open-application-programming-interface-based social media solution.
Integrated social software solutions and digital marketing services provider Brand Networks announced its acquisition Wednesday of Optimal, a software-as-a-service platform for real-time ad buying and optimization and analytics for Facebook and other social networks, in a transaction valued at $35 million.
Three years ago, you could drastically reduce your cost per click by just running a ton of ads. The mainstream pay-per-click vendors, experienced with Google, applied their same techniques to Facebook — multiplying tons of ad combos by headlines, images, and body copy. While that technique was positioned as smart optimization, it was really spamming the system with thousands and thousands of terrible ads. If a general message against a particular audience wasn’t effective, making 10,000 variants of the same thing wouldn’t matter.
Two winners in Facebook’s recent Preferred Marketing Developer program PMD Innovation Competition are teaming up, as social ad platform Moontoast and social marketing solutions provider SocialCode announced that they would collaborate with the aim of boosting engagement for advertisers on Facebook, particularly on its News Feed and on mobile devices.
Social marketing solutions provider SocialCode announced Tuesday that its self-serve platform is now out of client beta and available for use by all Fortune 500 marketers.
Prior to Facebook and the rise of social media, it was fairly easy to tell the difference between paid, earned, and owned media and advertising. But now, the lines are becoming a bit blurred, according to David Armano, managing director of Edelman Digital Chicago. Armano spoke with a crowd Thursday at the Tahoe Snowcial conference in Nevada, talking about the importance of content, and he also gave people a look behind the all-hands-on-deck approach that Cars.com took with its social media efforts during the Super Bowl.