A strategic partnership to maximize social marketing ROI was just announced between comScore, Inc. and Buddy Media.
It’s a strategic alliance that leverages the outfits’ respective digital skills: Buddy Media, known for its all-in-one social media management system for Facebook campaigns, and comScore, a global Internet information provider about consumer behavior driving successful marketing and sales strategies.
Clients using Buddy Media’s social marketing suite and comScore Social Essentials measurement service can now optimize social communications via owned media and quantify the impact of earned media with metrics including reach/frequency, demographics, online behavior and competitive benchmarking of brands.
“comScore’s partnership with Buddy Media provides ‘behind the wall’ access to exposure and engagement via their 2 million-strong opt-in panel, and opens up insights that then can be easily activated via Buddy Media’s tools,” wrote CEO Michael Lazerow on the Buddy Media blog.
Buddy Media is expanding its social insights and analytics expertise already serving 600 plus brands and agencies with a new option “to purchase a premium product that integrates comScore’s best of breed web-wide measurement service.”
“Brands and agencies understand the importance of social media marketing, but often cite the need for the right tools to implement their strategies and the right metrics to evaluate their effectiveness. They have largely been designing their social marketing programs on faith, without the appropriate feedback loop to ensure their strategies are maximizing returns,” said Linda Abraham, CMO and EVP at comScore in a statement.
Abraham and Lazerow will co-present a webinar on Thursday, January 12, 2012 at 11:00 am EST. Registration is available here.
Buddy Media just raised an additional $54 million from GGV Capital, Institutional Venture Partners, Bay Partners and Insight Venture Partners, and announced a pilot program with Google+ Pages.
And on the video front, VideoHub, a division of Tremor Video and Nielsen, have also announced an alliance giving VideoHub customers access to Nielsen Online Campaign Ratings gross rating points (GRPs) via VideoHub for Advertisers.
It’s a first for Nielsen, integrating GRP data with an online video advertising platform and giving advertisers a single metric for gross reach and more granular insight across multi-screens into quality and performance of ad exposure.
“Marketers want to cleanly compare the reach of online video media to other media – principally TV,” said Steve Hasker, President, Media Products and Advertiser Solutions, Nielsen. “Nielsen Online Campaign Ratings provides a standard GRP across platforms, so that online can be measured the same way we measure GRPs on TV.”
VideoHub for Publishers will launch in 2012, incorporating Nielsen’s online GRP data. Nielsen data is now available to every advertiser running campaigns through VideoHub, whether on the Tremor Video network or are licensed outside. Tremor Video, the largest independent online video technology company, is currently running more than 2,000 campaigns.
“Debate over whether the GRP is good or bad for the digital space has gone on for years, but those days are coming to an end,” said Kelly McEttrick, Director of Platform Strategy for VideoHub. “A single view into gross reach and effective reach is the kind of insight advertisers have only dreamed of until today.”
Social marketing optimization just got considerably more optimal.