Federated Media Introduces Conversational Measurement Toolbox

Business Wire, June 10, 2008

Launches Industry's First Open Platform for the Exchange of Conversational Media Metrics

SAUSALITO, Calif. -- Federated Media Publishing (FM) today introduced the Conversational Measurement Toolbox to leading media and marketing industry executives at the Conversational Marketing Summit: New Brand Way in New York City. The toolbox consists of a suite of campaign measurement, planning and reporting tools offering marketers greater control and insight into their conversational marketing efforts.

"One of the greatest barriers that we've seen for marketers in social media has been a general lack of standards and tools for campaign measurement and reporting," said Debra Aho Williamson, analyst at eMarketer. "There are, of course, vendors who supply disconnected data points, but it has so far been up to the marketer to wade through this sea of data themselves. What is needed is a single device or methodology that aggregates relevant data in an easily digestible form."

The integrated suite of tools and services is built on an open, scalable architecture used to collect, aggregate and report data from internal reporting, third-party tracking providers and social media application developers. The data is then available via an automated, easily accessible campaign-reporting dashboard that informs the delivery, engagement, amplification and equity sought by marketing partners. The data will also be available via API/SDK to social application developers who want to use and exchange rich conversational metrics.

"Prioritizing a focus on measurement is key in the social media space," said Daina Middleton, SVP Sunao, Moxie Interactive. "We were encouraged when we heard FM was rolling out a conversational media measurement methodology and toolbox and are looking forward to the insights that the new service should produce."

The toolbox was created specifically to build visibility and accountability into today's eclectic media and marketing mix consisting of IAB advertising, sponsorships, video advertising, widgets, social networking applications, conversational media hubs and more. FM will roll out the newly-minted Conversational Media Measurement Toolbox in conjunction with several major brand marketers and leading digital media measurement firms who have been enlisted as beta partners.

"The Internet has become a vast network of socially-connected content, which paves the way for advertisers to go beyond the final click when measuring and understanding digital media performance," said Rob Crumpler, CEO of FM partner BuzzLogic. "The conversational nature of the Web enables advertisers to recognize consumer engagement across multiple touchpoints, and leverage this data to fuel an online ad strategy - before, during and after a campaign."

"Digital media and marketing has come a long way in the last few years," said John Battelle, IAB board member, executive producer of the CM Summit and CEO of FM. "The success of online advertising can no longer be defined only by direct response metrics. Today's brand marketers are focusing on an entirely different set of parameters. This toolbox was designed specifically for the needs of the brand marketer looking for the power to leverage the conversational media space in the most effective and efficient way possible."

FM also announced that Battelle, a member of the IAB board, will join an IAB taskforce on measurement in social media, and will work to align FM's work with the IAB's.

About Federated Media

At FM, we believe great voices attract great audiences. We're in the business of supporting those voices by connecting them to great marketers, as well as providing a suite of services that let authors focus on what they do best: make compelling media. In so doing, we are creating federations of respected voices that prosper on their own terms. Current federations include Sports, Technology, Automotive, Business & Marketing, Media & Entertainment, Video Gaming, Graphics Arts, News 2.0, Lifestyle, Parenting and Green. For more information, please go to http://www.federatedmedia.net.

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