Optimal Wins Grand Prize in Facebook Preferred Marketing Developer Innovation Competition with Open Signals
Oct. 8, 2013 · 2 p.m.
Optimal’s Real-Time Signals Platform Lets Facebook Advertisers Utilize any Information Feed or API
SAN FRANCISCO, CA, October 9, 2013 – Optimal, Inc. today announced the company has won the Grand Prize in the Facebook Preferred Marketing Developer Innovation Competition. The social ad buying and analytics company is a two-time winner of Facebook’s prestigious Innovation Award, and beat out 60 other competitors to win this year’s top spot among 13 finalists with its new Open Signals platform.
For the first time on Facebook, we’re leveraging Optimal technology to synchronize our Facebook ads with television ads. With tens of millions of Facebook users logging onto the platform during prime time hours, there’s a tremendous opportunity to break through clutter and magnify our TV commercials with a timely and direct message. Open Signals gives us a way to reach those consumers watching TV in real-time, at scale.”
-George Manas, Director of Client Strategy, Resolution Media
Optimal’s Open Signals lets advertisers synchronize their Facebook advertising campaigns with multiple outside data feeds, such as offline revenue, inventory levels, store traffic, weather conditions, or coupon redemptions. Advertisers can use built-in signals, easily create their own first-party signals, or tie to third-party APIs or web services to activate and optimize their ads in real-time, and ultimately tie their Facebook ad spend to real revenue metrics.
“Facebook is already delivering great direct response performance for large advertisers across both mobile and desktop, largely on the back of its News Feed advertising. Facebook challenged us to further leverage our real-time and API integration capabilities to help advertisers better synchronize their advertising with the metrics and events that matter to them,” said Rob Leathern, Optimal founder and CEO. “Harnessing everything from TV ad data to weather to store traffic data, we believe this award helps validate Optimal’s position as the global leader in social advertising.”
Here are three examples of advertisers Optimal is working with:
Movie launch: Synchronize movie trailer ads on Facebook, so that they appear online within 2 seconds of the television advertisement starting.
National retailer: If a store’s foot traffic drops below its average for that day of the year, trigger Mobile News Feed ads on Facebook to users within a 10-mile radius of the store.
Financial services: If the likelihood of severe weather is greater than 60% in each of 40,000 US locations, activate advertisements for people to take protective action in those areas.
The opportunities for advertisers to integrate their own data with Facebook’s rich targeting capabilities are limitless. With Open Signals, advertisers can link any piece of data or API relevant to their business and measure its impact on Facebook advertising ROI. Open Signals is now available: please contact us to learn more.
Optimal is also announcing an open call for developers interested in building or integrating their own APIs with Open Signals. Please email inquiries to api (at) optimalsocial.com.
Optimal is a software-as-a-service (SaaS) platform for real-time integrated audience analytics and ad buying for Facebook, Twitter, and LinkedIn. Optimal is currently the only company globally that is a LinkedIn Sponsored Updates partner, is live with the Twitter Ads API, and is a Facebook Exchange-qualified Preferred Marketing Developer. Optimal is headquartered in San Francisco, CA, with offices in Palo Alto, New York, London, and Chicago.
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Tags: Facebook ads Facebook targeting 3rd Party Data Facebook award Open Signals