Buddy Media Debuts Fruits Of Brighter Option Acquisition: BuyBuddy

By David Cohen 

Buddy Media announced the result this morning of its acquisition of and integration with social ad management software vendor Brighter Option in February, introducing its BuyBuddy brand-management software.

BuyBuddy allows brands to manage paid, owned, and earned media across social publishing, applications, analytics, commerce, and advertising in one unified software suite, and to create, monitor, optimize, and measure highly targeted Facebook advertising campaigns, with features including:

  • The creation of highly targeted and localized campaigns at scale, allowing brands to quickly target their audiences.
  • Real-time, detailed campaign results, presented in an easy-to-read format.
  • The ability to track which ads and demographics are delivering the best performance, including rich data on social content and activity.
  • Real-time optimization decisions across all ads and social marketing initiatives, as well as the ability to construct an automation engine.
  • Building and distributing shared assets across an organization.

Buddy Media said that during the first quarter of 2010, the BuyBuddy software tracked more than 127 billion impressions, generated more than 90 million clicks, and saw 1.6 million ads created by users, with those figures all up substantially compared with 92 billion, 54 million, and 1.2 million, respectively, in the fourth quarter of 2011.

Buddy Media Chief Executive Officer Michael Lazerow wrote in a blog post:

At the end of February, Buddy Media announced the acquisition of Brighter Option, to integrate the best social ad-management software on the market into our social marketing suite. I said at the time that more and more branded content would reach people through paid channels via Buddy Media technology, as the lines between paid, owned, and earned media disappear.

Today, I am excited to announce BuyBuddy, our innovative social ad management software that provides brands the opportunity to optimize results and easily repeat successes.

As I recently wrote in Advertising Age, engagement is important, but it is only a means to an end. The scale that occurs with the combination of consumer insight from social media, and the reach available via paid media to drive sales, loyalty, and other business goals is that end.

And BuyBuddy (formerly Brighter Option) Founder and Chief Executive Officer Peter Goodman said:

This isn’t just about social media and publishing content through social media channels. Brands need to engage, but also to engage at scale. It’s crucial for them to combine the consumer insight from social media with the massive reach available via paid advertising. There are so many incomplete social marketing solutions on the market, but the large brands and agencies we work with typically understand the bigger play and the value of executing their social programs holistically so they can organize, optimize, and repeat to drive maximum ROI (return on investment). We are excited that the first quarter of 2012 was the biggest quarter ever for BuyBuddy.