ADOTAS – Display and social, living in harmony — ad platform Halogen Media has acquired social media ad firm YouCast, which will operate as a wholly-owned subsidiary. The YouCast team will come over to Halogen (according to a blog, the merged entity needs a bigger NYC office space and is looking for leads) while cofounders John Eaton and Jonathan Cohen retain their respective positions as president and chairman/chief development officer.
YouCast specializes in creating custom networks of brand influencers across blogs, social networks and other social media for brand campaigns. These influencers are given exclusive brand content to share with their followers. The company has created social campaigns for major brands such as PepsiCo, GE, Turner Entertainment and the NBA
It would seem to be a good fit with Halogen, which specializes in creating unique campaigns targeting visitors on hand-picked, influential websites within its network of 1,000 publishers. In addition to running standard IAB display and rich media units, Halogen will create embedded video content and microsites, sometimes using partnering publishers’ content for further integration.
With YouCast, Halogen will be able to offer expanded campaigns that balance paid media such as display with earned media from original content created by social media influencers.
“There are many people trying to figure out how to ‘do social’ successfully, consistently, and at scale,” explains CEO Greg Shove, who recently contributed commentary to Adotas on buying versus earning fans. “Halogen has great paid media expertise. YouCast knows earned media, and has the technology solutions in place to prove it. Together, we’re a force to be reckoned with in the industry.”