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Viacom and Mass Relevance Partner to Launch EchoGraph, Exclusive Social Media Measurement Platform for Advertisers
|By Business Wire
|April 10, 2014 02:12 PM EDT
Viacom Inc. (NASDAQ: VIAB, VIA) and Mass Relevance today announced a
partnership to launch EchoGraph, a social media measurement platform
that will track and analyze social activity for advertisers. Throughout
the 2014 Upfront season, Mass Relevance, which recently merged with
Spredfast, will work exclusively with Viacom to measure earned media
generated by Viacom client campaigns across Twitter, Facebook,
Instagram, Tumblr, Vine, Google+ and YouTube in real time. With
EchoGraph, Viacom will provide clients with comprehensive data and
analysis regarding reach, social activity, types of engagement, hashtag
popularity, influencers and more.
The EchoGraph social analytics platform will support Viacom Echo, a
client-service offering through which Viacom
Velocity 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
“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, 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.”
"We have a long history of working alongside this innovative company to
help them push the boundaries of the TV and entertainment industry,”
said Jesse Redniss, Chief Strategy Officer, Mass Relevance. “Viacom has
always taken a lean forward strategy to define the marketplace, not just
move it. The EchoGraph project is a groundbreaking approach in
identifying the core value of social TV for their brand partners."
Viacom and Mass Relevance have partnered previously to track and measure
social integrations for programming and advertiser campaigns including
MTV’s MTV Video Music Awards, MTV Movie Awards and Catfish:
The TV Show. Mass Relevance is the only certified partner for both
Twitter and Facebook and the company has the ability to curate content
streams from a broad range of social platforms.
Viacom is home to premier global media brands that create compelling
television programs, motion pictures, short-form video, apps, games,
consumer products, social media and other entertainment content for
audiences in more than 160 countries and territories. Viacom's media
networks, including MTV, VH1, CMT, Logo, BET, CENTRIC, Nickelodeon, Nick
Jr., TeenNick, Nicktoons, Nick at Nite, Comedy Central, TV Land, SPIKE,
Tr3s, Paramount Channel and VIVA, reach approximately 700 million
households worldwide. Paramount Pictures, America's oldest film studio,
is a major global producer and distributor of filmed entertainment.
For more information about Viacom and its businesses, visit www.viacom.com.
Keep up with Viacom news by following Viacom's blog at blog.viacom.com and
Twitter feed at www.twitter.com/viacom.
About Mass Relevance
Headquartered in Austin, Texas, Mass Relevance is a social acceleration
platform that gives brands, media and agencies the power to transform
their marketing strategies. The Mass Relevance platform sifts through
millions of pieces of social content per minute to identify what matters
to clients. Over 400 major brands, sports teams, publishers and
broadcasters have partnered with Mass Relevance to create actionable,
engaging and visually stunning experiences on every digital screen. In
the past three years, Mass Relevance has delivered more than 35 billion
pieces of social content to multiple digital surfaces for world-class
brands such as Pepsi, Campbell’s, GE, Target, Walgreens and Microsoft.
Mass Relevance works with all four major broadcast networks and has
supported a multitude of iconic events such as the Super Bowl, March
Madness, the Academy Awards, and the GRAMMYs. Mass Relevance merged with
Spredfast on April 2, 2014, to learn more visit http://www.massrelevance.com/spredfast
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