Hootsuite has announced partnerships with six social media advertising brands in what the Vancouver-based company says should make it easier for busy marketers to manage organic and paid campaigns.
The world’s most widely used social media management platform is looking to solidify its position by linking up with the social advertising specialists.
Social ad spend have grown significantly over the past two years, doubling from $16 billion in 2014 to $31 billion in 2016 to date. Research group Magna predicts that social spend will account for 20% of total digital advertising budgets in 2017.
“More than ever, brands are investing in paid social media advertising to complement their overall social initiatives and marketing campaigns,” said Matt Switzer, Hootsuite’s senior vice president of Labs, Corporate and Business Development.
“Hootsuite’s partnerships with these market-leading social ads solutions will help give our enterprise customers a cohesive and comprehensive view into their entire social strategy.”
According to Hootsuite, the partnerships are aimed at helping marketers:
- Create new advertising campaigns
- Optimise active campaigns
- Boost top performing organic social posts
- View advertising analytics
Who are the partners?
The market-leading social media advertising companies that have joined forces with Hootsuite…
Described as a ‘simple, powerful Facebook ads manager’, AdEspresso is a tool designed to make the process of optimising Facebook advertising easier. Founded in 2011, its powerful campaign editor enables users to create and test hundreds of ads in minutes. A/B testing is AdEspesso’s main feature, with a built-in analytics tool enabling users to optimise their ads after they’ve gone live.
Established in 2006 and with offices in 27 countries around the world, Kenshoo is a major player in the social marketing field. Their ad-creation wizard features thousands of templates, bulk editing and cloning, ad scheduling and tailored bidding leveraging bespoke algorithms.
Best known as a Facebook paid ad tool, Nanigans has launched support for both Instagram and Twitter ads in the past year. With $500 million in annual ad spend through its automation software, Nanigans offers campaign creation, dynamic budgeting, automated bidding, cross-device attribution, predictive revenue optimisation and real-time analytics.
Snapchat followed Facebook, Instagram, Twitter and Pinterest into the Adaptly portfolio early this year. The New York-based company delivers multi-platform campaign optimisation with real-time analytics. Their clients include some of the biggest brands on the planet, with Amazon, Mastercard, KFC and Nasdaq all on their roster.
The Canadian firm’s ad network reaches more than 23 million per month, and clients include Disney, Lego and Ford. Mediative has built what it calls a ‘massive’ repository of detailed consumer data, which it uses to present its clients’ campaigns to the most promising leads in order to maximise ROI.
Purchased by advertising giant Publicis earlier this year, Popimedia is an official Facebook partner but also provides support for Twitter and Instagram. Using its proprietary platform, known as meedee8, the South African outfit helps its clients save time, scale media and maximise return on digital spend.