GroupM will also begin training its staff on how to maximise Buddy Media’s unified social marketing software solution across paid, owned and earned media.
BuyBuddy is the integrated and rebranded Facebook API, Brighter Option, which Buddy Media first partnered with and then acquired in February 2012. The service is designed to allow brands and advertisers to manage paid, owned and earned media across social publishing, applications, analytics, commerce and advertising via a single platform.
GroupM made the choice after extensive evaluation, according to Rob Norman, chief executive officer of GroupM Interaction Worldwide. “Social media success is of critical importance to our clients, and Buddy Media is the proven self-serve solution in the market that has a focus on empowering agencies and being a true partner," he said.
Last year, GroupM invested US$200 million in Facebook advertising.
Overall, social network ad revenues are expected to grow to nearly US$10 billion in 2013, up from to US$5.54 billion in 2011, according to eMarketer.
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