Viacom is teaming with social TV firm Mass Relevance to launch EchoGraph, a social media measurement platform to track and analyze social activity for advertisers. Throughout the 2014 Upfront season, companies can use the platform to measure earned media generated by Viacom client campaigns across Twitter, Facebook, Instagram, Tumblr, Vine, Google+ and YouTube in real time.
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. "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."