Social marketing software company Buddy Media announced Monday that its ad platform is now the preferred choice of major advertising media company GroupM. The news follows the launch of a number of new features for the platform, including a social data API released last week.
GroupM, which serves as the parent company to WPP media agencies will roll out Buddy Media’s BuyBuddy ad platform to global agencies including Maxus, MEC, MediaCom, Mindshare and M80. Although the deal isn’t exclusive, becoming GroupM’s preferred partner bodes well for Buddy Media, which takes a percentage of ad spend made with its ad tool. As the world’s largest advertising media company in terms of billings, GroupM spent $200 million in Facebook advertising in 2011.
With the new social data API, brands and agencies that use Buddy Media’s management software can integrate data from Facebook, Twitter, YouTube, Google+ and web apps into other services and analytics platforms like Omniture. Although the company does not suggest a preferred use case for the API — saying marketers can “do whatever they want to” with the data — this should give marketers flexibility in how and where they view Buddy’s social media marketing data.
Buddy Media also announced that its polls, product galleries, photo galleries, video players and other apps will soon be available for mobile devices. Users will be able to toggle between desktop and mobile views as they build their applications with Buddy’s “profile builder” tool. New features that are live now include goal and conversion tracking. With goal tracking, marketers can group content together as a campaign and set goals to measure the success of that campaign.