By Meghan Fritz-Oracle on Mar 13, 2014
To better facilitate the integration of paid media with other social relationship management functions, Oracle Social Cloud is announcing an open API-based paid media solution bringing customers vendor choice, flexibility, and expertise. Our inaugural partners in this endeavor are social ad platform leaders Kenshoo, Nanigans, and SHIFT.
What this means is customers already on their way to becoming social enabled enterprises with the Oracle SRM can capitalize on the top ad technologies available, connecting content creation & management in SRM to promotion of that content with the paid social partners’ platforms.
Without question, our inaugural partners represent the best in the field, chosen based on criteria including platform capabilities, technology innovation, strategic partnerships with major social networks, customer base and scale capabilities.
Oracle Social Cloud Group VP Meg Bear says, “This strategic approach signals our belief in the power of an open API strategy, and we believe this is the best solution to meet our customers’ needs to leverage performance-based, targeted advertising at scale.”
Just look at the advantages of such an API partner strategy:
• Technology Expertise: SRM customers quickly benefit from years of focused development in the social paid media space by our partners.
• Analytics: Comprehensive analytics will be available to users through SRM and partner sites, helping them understand the metrics behind paid, owned and earned content.
• Coordination & Collaboration: Oracle SRM’s workflow functionality will enable better coordination and conversation between the community manager (owned and earned content), and the agency or media manager (paid content), facilitating greater efficiencies and effectiveness.
• Custom Audiences: Customers will be able to take advantage of SRM’s Custom Audiences capability via SRM and Eloqua integrations.
Why put yourself in the best position to act on paid social possible? Advertising Age has noted nothing has bested TV’s reach since the early '50s. Now, Facebook alone surpasses the reach of the 4 broadcast networks 18-to-24 and 25-to-34. Meanwhile a Nielsen study shows 3/4 of respondents use Paid Advertising, with 64% looking to increase spend in 2014.
It’s a massive audience of prospects. And if you’re spending ad dollars to engage with them on social (as a growing number are), that paid social spend should be as informed as possible.
The choices, flexibility, connection and collaboration offered by Oracle Social’s Paid Media Partnership Program offer a tremendous opportunity to move social marketers much closer to the real-time, right people, right-time strategies that lead to measurable success.
Post by Mike Stiles, Senior Content Manager, Oracle