Viacom Looks to Set Social Media Guarantees | Media - Advertising Age - 0 views
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Viacom is taking steps toward offering advertisers guarantees for the social media impact it can give them.
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The resulting measurement platform -- dubbed Echograph -- will bring a level of accountability to social media that has yet to be seen from TV networks, Mr. Lucas said. It will let Viacom give clients data on reach, influencers, engagement, age and gender breakdowns and hashtag popularity, among others.
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clients can make use of Viacom Echo Social Media Network, which tailors Velocity-created campaigns for social media.
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A hypothetical buy under the new program could instead involve a marketer commissioning custom social-ready content -- video, gifs, images -- from Viacom Velocity, to be distributed through the company's various social accounts and its partnerships with players like Twitter and Tumblr.
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Echograph will be exclusive to Viacom through October, but Mass Relevance Chief Strategy Officer Jesse Redniss said they may look to partner with other TV networks and companies to provide this data in the future.