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.
For brands on Facebook, paid media not only increases the reach of News Feed posts, but it also bumps up organic and viral impressions by up to 200 percent, according to a study of more than 2,000 News Feed posts in the first and second quarters, which generated more than 2 billion impressions, by social rich-media platform ShopIgniter.
Earlier this month, hundreds of social media leaders gathered together at the AllFacebook Marketing Conference in San Francisco to take a closer look at Facebook’s recent innovations, as well as to share best practices and tactics to better navigate the ever-changing social network.
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.
Glow Digital Media, which was named a Facebook Strategic Preferred Marketing Developer last September, hopes to kick-start engagement for its clients within the social network’s news feed with this week’s launch of its Engagement Accelerator tool for its Glow Machine social advertising platform.
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.
Facebook is reworking its Preferred Marketing Developers program, suspending applications for “the next few weeks” while the system is rejiggered to focus on advertisers and agencies that purchase paid media on the social network.
In yet another example of consolidation in the Facebook marketing sector, enterprise marketing technology provider Unified, a Facebook Preferred Marketing Developer, announced Monday that it acquired Facebook pages analytics and management solution and fellow PMD PageLever.