Buddy Media acquisition of Brighter Option results in new BuyBuddy ad platform
Buddy Media today announced its new BuyBuddy platform for managing Facebook advertising campaigns.
BuyBuddy is the result of the social media management software company’s acquisition of Facebook Ads API partner Brighter Option in February. Buddy Media has integrated the advertising product with its page management tools to create the type of unified system that large brands are looking for to make decisions and track success on social platforms.
Facebook has been shifting its advertising model away from traditional display ads toward one where brands promote page posts and user activity. This new emphasis on content is what led Brighter Option to become the first company to combine the Ads API and Insights API so businesses could easily see how posts were performing and create ads accordingly. Ten days later, Buddy Media announced it had acquired the company.
BuyBuddy CEO and founder Peter Goodman says today’s announcement is more than just a name change. (Goodman retained a CEO title in the acquisition.)
“We have integrated [Buddy Media and Brighter Option] products to work more in harmony,” he says. “This also allows us to leverage more information Buddy has on their end and bring in more of Buddy’s proprietary statistics.”
For example, Buddy Media tracks conversions off-Facebook and generates some of its own engagement metrics for the content brands share through the platform. Bringing content marketing and content advertising into a single system will allow advertisers to better optimize their campaigns for different actions.
“What consumers engage with drives a brand’s paid and owned strategy,” Buddy Media CEO Mike Lazerow says. He adds that online content marketing could also help inform what brands do beyond Facebook, “What becomes a TV ad is an extension of what people respond to in the social sphere.”
Lazerow also shared the following statistics about BuyBuddy:
- 1,000 clients with users in 91 countries
- 1 million clicks per day (90 million total) in Q1 2012, up from 54.1 million total clicks generated in Q4 2011
- 127 billion impressions in Q1 2012, up from 92 billion in Q4 2011
- 1.6 million total ads created in Q1 2012, up from 1.2 million Q4 2011
- Increased CTR by 90 percent and reduced cost per click by 45 percent for Work the World
- Helped Great British Chefs achieve an average clickthrough rate of .07 percent versus the Facebook benchmark of .02 percent