BizReport : Social Marketing : November 26, 2012

Unified's social monitoring tool puts real-time to metrics

An upgrade into the social space today may give some advertisers peace of mind. Marketing tech firm Unified has released an upgrade to its Social Operating Platform (SOP) to include real-time monitoring of social media ads. "Brand safety is more important than ever, given the explosive growth of digital media and the ubiquity of social and mobile," said Taylor Valentine, SVP of Social Media Strategy at Horizon Media. "Unified's adMonitor preserves my clients' brand integrity, and for the first time I have complete, real-time transparency into social vendors' tactics via one dashboard." "Amplets built on the Social Operating Platform have dramatically increased the social reach of several global marketing campaigns, and Amplet Builder will allow more marketers to take advantage of social amplification," said Jason Beckerman, chief product officer and co-founder at Unified. "When Amplets are combined with our Brand ROI Timeline, marketers can create earned value and measure it in ways that have never been possible before." "Unified's Social Operating Platform gives us one corporate standard for buying and measuring the results of social advertising campaigns. It provides us one system of record and one dashboard that we can use to monitor our media investments and organic audience growth in real-time and give our clients world-class reporting on the earned value we're generating for them," said Peter Gardiner, Chief Media Officer at Deutsch. "Unified gives Deutsch the ability to bring order to the complexities of the social media ecosystem." Through the platform advertiser in the social space can use the adMonitor application to look into media buying as well as performance of creative, targeting, content and media costs for Facebook Preferred Marketing Developers. The upgrade also includes Brand ROI Timeline, which aggregates the earned value of online and offline campaigns through a single view. With today's BIA/Kelsey social media forecast showing ad revenues will grow by at least 20% over the next four years, brands will be looking not only for ways to engage in social but to monitor how campaigns are faring. Link To: UNI - http://www.unifiedsocial.com

by Kristina Knight