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.
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!
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.
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.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT