Home  › Social › Social Media

Halogen Promises 'Social at Scale' With YouCast Merger

  |  April 27, 2011   |  Comments

The ad network is merging with YouCast, a social media and ad technology firm.

Ad network Halogen Media is merging with YouCast, a social media and ad technology firm, in hopes of adding a little earned-media firepower to its luxury-focused advertising business.

"There are many people trying to figure out how to 'do social' successfully, consistently, and at scale," said Greg Shove, CEO of Halogen, in a blog post. "Halogen has great paid media expertise. YouCast knows earned media, and has the technology solutions in place to prove it."

Terms of the deal were not disclosed. The two companies are referring to it as a merger, though YouCast, which is based in New York, will become a wholly owned subsidiary of Halogen.

Halogen, which is based in San Francisco but also has offices in New York and Los Angeles, delivers ads from high-end advertisers like BMW, Mercedes, Neiman Marcus, and American Express to "tastemaker" publishers like GuestofaGuest.com, Fashionista.com, and JamieOliver.com.

YouCast's "earned media" model is centered on pushing campaign messages through thousands of publishers that act as independent, though incentivized, advocates. Bringing the two approaches under one roof will provide scalability and better measurement for clients.

"John [Eaton] and I have always been passionate about bringing the quality and precision of paid media analytics – from search metrics, to CTRs, to reach and frequency – to the earned media channel," said Jonathan Cohen, YouCast's chairman and chief development officer, in the blog post, referring to YouCast's president. "We've already had some success at measuring the effectiveness of various social media efforts for clients, but this merger helps us (and Halogen) do it on a much higher level."

YouCast clients include Pepsi, Macy's, and Novartis. The companies claim there are no conflicts between the two client lists. YouCast co-founders Eaton and Cohen will remain in their current roles, and no layoffs or office closures are expected.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...