NEWS11 April 2014

Viacom taps Mass Relevance for social media measurement

Data analytics News North America

US — Media giant Viacom is partnering with Mass Relevance to launch a social media measurement platform, EchoGraph, to track and analyse social activity for its advertisers.


Viacom and Mass Relevance have worked together before to measure social integrations for programming and advertiser campaigns including MTV’s Video Music Awards. However, with this new deal, Mass Relevance, will measure earned media generated by Viacom client campaigns across Twitter, Facebook, Instagram, Tumblr, Vine, Google+ and YouTube in real time, throughout the 2014 upfront season .

According to Viacom, the EchoGraph platform will support the work of Viacom Echo, “a client-service offering through which Viacom Velocity [a marketing solutions group] creates custom content to deliver measured earned media for advertisers”.

“Echo extends an advertiser’s message beyond Viacom’s owned and operated linear, digital and mobile screens and into the social ecosystem, including the company’s Twitter Amplify and Tumblr partnerships,” the firm said.

“We’ve cracked the code on how to connect advertisers to the enormous social activity around our networks but, until now, the missing piece was comprehensive measurement,” said Jeff Lucas, head of sales, music and entertainment for Viacom Media Networks. “Through EchoGraph, we can offer clients true accountability and tell the full story of how our custom campaigns carry their brand messages across the social sphere.”