Kenshoo platform tops Forrester list for social advertising capabilities

New report into seven social media advertising platform providers analyses their ability around campaign creation and workflow, analytics, optimisation, social network partners and more

A new Forrester report evaluating social advertising platforms has nominated Kenshoo as the leading vendor solution thanks to its broad range of search and bid management capabilities.

The Forrester Wave: Social Advertising Platform Wave, Q4, 2013scored seven companies providing proprietary platforms for managing social advertising on a host of factors ranging from offering and strategy to market presence.

Forrester defines the social advertising platforms as those that help marketers buy, manage, optimise and measure ads on public social networks such as Facebook and Twitter.

Kenshoo scored the highest rating of 5.0 in 25 areas including campaign creation and workflow, reach campaigns, audience targeting, keyword and topic targeting, optimisation and efficiency, social network data import and export, analytics and APIs.

The vendor was also the single ‘leader’ for social ad platforms in terms of strategy and offering. Five software vendors were noted as ‘strong performers’: Marin Software, salesforce.com, Unified, Shift and Optimal.

Forrester said Kenshoo was the “surest” option for a mainstream marketer looking to invest in social advertising, even though it has one of the smallest user bases. The vendor also gained the maximum 5 points in eight customer satisfaction questions.

“Kenshoo is the social advertising platform category leader,” the report authors stated. “Kenshoo has leveraged its leading capabilities in search and bid management to jump out ahead in social advertising as well. Kenshoo dominates thanks to its strong core platform, integrations with other tools, international capabilities and strategy.”

In comparison, salesforce.com’s Social.com was an easy to use platform with a global footprint, and its proposed integration of Buddy Media and Radian6 offerings promised to deliver strong capabilities to marketers, Forrester said. “At the same time, there is no single area in which salesforce.com has pushed its offering far past the competition,” the report stated.

Marin Software’s search advertising solutions gave it a “leg up in analytics and optimisation”, Forrester continued, and offered tight integration between newer social offerings and core search bid management features. However, its social tools had not kept up with its advertising functionality and the platform offered the least advanced keyword targeting capabilities.

Unified offers strong cross-platform social capabilities and covered the fundamentals well, the analyst group claimed, and the vendor was one of the most advanced in terms of broadening social advertising onto the next generation of social networks including LinkedIn Ads APIs. Against this, the platform proved the weakest at mobile advertising, analytics and optimisation.

Twitter opens up targeted advertising for marketers
Facebook news feeds get video ads
Instagram reveals look and feel of ads

Shift led the way for collaboration tools and partnerships, helping advertisers, social marketers and agency partners to work together to run campaigns. But it lagged in ability to optimise marketing spend and analyse results, Forrester said.

Optimal specialises in social reach across multiple platforms and in brand marketing, with the strongest capabilities around enabling campaigns across multiple different social networks. It was, however, limited to Facebook and public social networks.

Forrester considered Nanigans as a contender for specific marketer needs and noted its unparalleled optimisation on Facebook, but said the solution need to mature the platform’s ease of use and breadth of capabilities.

The Forrester report was based on vendor surveys, scenario-based product demos and customer reference calls.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in