Forrester Wave Social Advertising Technology Q32017 Sprinklr

For B2C Marketing Professionals
The Forrester Wave™: Social Advertising

Technology, Q3 2017
The Leading Vendors In Automating And Integrating Social Advertising
by Jessica Liu
August 21, 2017
Why Read This Report Key Takeaways

In our 36-criteria evaluation of social advertising Sprinklr And Brand Networks Lead The Pack
technology providers, we identified the five Forrester’s research uncovered a market in
most significant ones — 4C, Brand Networks, which Sprinklr and Brand Networks lead the
Kenshoo, Nanigans, and Sprinklr — and pack. Kenshoo and 4C offer competitive options.
researched, analyzed, and scored them. This Nanigans lags behind.
report shows how each provider measures up
Despite A Rise In Social Ad Activity, The Tech
and helps B2C marketing professionals make the
Landscape Remains Unchanged
right choice.
The social advertising technology market is
surviving because B2C marketers continue to
seek some level of social media buying help —
whether via self-service technology that can lightly
guide them or full managed-service offerings.
But the technology landscape remains immature
with many startups crowding the space and few
vendors managing meaningful social ad budgets.
Integration Will Be The Key Differentiator

As existing technology stagnates in a vast field of
small-scale competitors, becoming a part of the
broader social marketing ecosystem, the broader
digital advertising ecosystem — and eventually,
the entire enterprise marketing ecosystem —
will determine which providers will have staying
power. Vendors that can navigate this tech
convergence will position themselves for success.
forrester.com
For B2C Marketing Professionals
The Forrester Wave™: Social Advertising Technology, Q3 2017

by Jessica Liu
with Melissa Parrish, Wei-ming Egelman, and Christine Turley
August 21, 2017
Table Of Contents Related Research Documents

2 The Social Adtech Landscape Remains The Forrester Wave™: Social Advertising
Largely Unchanged Platforms, Q4 2013
3 Social Adtech Won’t Be Its Own Category How To Measure Social Programs
For Long
Vendor Landscape: Social Marketing Technology
4 Social Advertising Technology Evaluation
Overview
Evaluated Vendors And Inclusion Criteria

Share reports with colleagues.
5 Vendor Profiles
Enhance your membership with
Leaders Research Share.
Strong Performers
Contenders
Smaller Vendors That We Considered But Did

Not Include
10 Supplemental Material
Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA

+1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com
© 2017 Forrester Research, Inc. Opinions reflect judgment at the time and are subject to change. Forrester®,
Technographics®, Forrester Wave, TechRadar, and Total Economic Impact are trademarks of Forrester Research,
Inc. All other trademarks are the property of their respective companies. Unauthorized copying or distributing
is a violation of copyright law. Citations@forrester.com or +1 866-367-7378
For B2C Marketing Professionals August 21, 2017
The Social Adtech Landscape Remains Largely Unchanged

Since we published “The Forrester Wave™: Social Advertising Platforms, Q4 2013,” the social
advertising technology (adtech) players have changed and the social networks’ offerings have become
plentiful. But the space remains fragmented and characteristic of an emerging technology landscape —
despite existing for years.1 Specifically, we observe in today’s social adtech industry:2
›› Countless small startups pepper the market. All of the major social networks have an official
marketing partners program and list participating vendors on their websites.3 Add up those vendors
offering social advertising capabilities for six of the most prominent social networks partner listings
and you get 144 vendors — and they run the gamut from agencies to 100% proprietary tech
companies.4 Further, these vendors tend to be small players: In an initial screening, self-reported
numbers revealed lower 2016 revenues when compared with other social tech categories like
social listening platforms or social media management solutions (SMMS).
›› Few vendors manage meaningful social ad budgets. Despite US social ad spend growing from
$4.1 billion in 2013 to $21.0 billion projected in 2017, the amount of total ad spend managed by
the largest independent vendors in this space didn’t even double.5 Companies with deep social
ad needs seemingly have a plethora of options, but in reality, only a few heavy hitting vendors
manage the big budgets. Most are small fish managing microscopic media budgets. For example,
the majority of vendors responding to our Wave screener reported less than $80 million in social ad
spend running through their platforms in 2016.
›› Consolidation abounds. As any emerging technology market evolves, many small players fold or
merge to create fewer bigger players. The social adtech landscape is no different, playing witness
to numerous acquisitions over the past few years. For example, Brand Networks bought Optimal
and Shift, two participating vendors in our last Wave. ADTZ acquired Glow Digital Media to form
Adglow in 2016. And Hootsuite, an SMMS, purchased AdEspresso earlier this year to expand its
SMMS technology.
›› Vendors still have to do some social marketers’ jobs, indicating immaturity. Echoing within
the walls of every brand is the question, “To self-serve or not to self-serve?” Despite the cost-
cutting trend to move functionality in-house and handle social advertising internally (self-service),
brands continue to seek external support with social ad buying (managed service). Agencies and
tech vendors with a managed-service offering remain a fixture in the social adtech landscape. To
boot, some big companies like Adaptly and SocialCode only offer managed service despite having
proprietary platforms (and thus could not be included in this technology Wave).
© 2017 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. 2
Citations@forrester.com or +1 866-367-7378
Social Adtech Won’t Be Its Own Category For Long

For any kind of social marketing to make the most of its opportunities, it must be moved out of its
operational and technical silos.6 Given its lack of growth, social adtech won’t thrive in its own niche
ecosystem as marketers’ social programs expand, mature, and evolve. Instead, social adtech’s
features and functionality will be absorbed by:
›› Other social technologies, like social suites and SMMS, in the short term. When social
networks gained steam in the late 2000s, small social task forces proliferated in companies, giving
rise to small social marketing tech companies to serve their niche needs. As social networks
monetized and started catering to advertisers and publishers, social tech vendors have clamored to
deliver end-to-end social solutions to brands — including incorporating social ad features into their
repertoires. Social suites and SMMS lead the way.7 Some social suites, like Sprinklr and Zoomph,
offer standalone ad modules as part of their overall offering.8 Most SMMS integrated some level
of ad capability into their platform within the last two years via acquisition or partnership (as in the
case of Lithium’s recent integration with Brand Networks and Nanigans). Look for consolidation like
this, within different categories of social marketing technology, to continue in the immediate and
short terms.
›› Omnichannel demand-side platforms (DSPs) in the medium term. Forrester believes that social
ad buying expertise is no different from other media buying expertise (e.g., digital, broadcast,
print, or out-of-home) and therefore social ad budgets belong in the purview of the media buying
team.9 DSPs agree. To deliver comprehensive omnichannel digital ad buying experiences, DSPs
like Amobee, MediaMath, and RocketFuel are beginning to offer social ad inventory alongside their
display ad inventory. Further, social networks have already transitioned from holding brands’ hands
to providing self-service tools (most recently with Snapchat Ad Manager’s launch); as they build up
their ad inventories and standardize ad activity, the path forward for social adtech is automation.
Consequently, DSPs will aggressively move to make the social ad buying process as programmatic
as their display ads.
›› Marketing cloud solutions in the long term. Whether social ad functionality folds into social
technologies or into DSPs, the two paths will eventually meet at the same place: in marketing
cloud solutions like Adobe, Oracle, and Salesforce. The union between adtech and marketing
technology (martech) is on the horizon; Forrester believes that “connecting and delivering
customer interactions across touchpoints and devices is pushing marketers’ current analysis,
orchestration, and execution capabilities to their limits,” which means uniting customer insights,
profiles, targeting, personalization, and execution under one technology roof.10 A groundswell is
already underway: In addition to SMMS taking on social listening, word-of-mouth marketing, and
social advertising capabilities, marketing measurement and optimization solutions and business
intelligence tools are working to ingest social data to make their models more complete.11
Social Advertising Technology Evaluation Overview

To assess the state of the social advertising technology market and see how the vendors stack
up against each other, Forrester evaluated the strengths and weaknesses of top social advertising
technology vendors. After examining past research, user need assessments, and vendor and expert
interviews, we developed a comprehensive set of evaluation criteria. We evaluated vendors against 36
criteria, which we grouped into three high-level buckets:
›› Current offering. In this section, we reviewed each vendor’s planning and publishing capabilities at
equal weight with its measurement and reporting capabilities. Specifically, we looked for how well
each vendor automated these functionalities and if its analytics delivered business impact metrics
for clients. Finally, we factored in the number of integrations each vendor had with other social,
marketing, and enterprise tech as well as the platform’s global and device support, security and
privacy policies, user interface, and overall client satisfaction.
›› Strategy. We evaluated each vendor’s product strategy and service strategy to assess how well
each vendor is positioned for market leadership. These criteria considered product road map and
product vision and how closely they aligned with the broader social marketing ecosystem — and
beyond that, the entire marketing ecosystem. We also reviewed service model type, customer
service (based on the response times stated in and guaranteed by service-level agreements), and
onboarding, training, and education offerings to understand if vendors catered to predominantly
self-service clients but provided help for clients in transition.
›› Market presence. Lastly, the market presence criteria determine the size of the symbol on the
Forrester Wave graphic but have no weight in terms of overall scoring. We measured each vendor’s
2016 social adtech revenue, total managed-client media spend, and number of clients.
Evaluated Vendors And Inclusion Criteria
As this is a technology Wave and not a services Wave, we excluded any vendors who had built a
proprietary tech platform but offered managed service only to clients. Forrester included five vendors
in the assessment: 4C, Brand Networks, Kenshoo, Nanigans, and Sprinklr. Each of these vendors (see
Figure 1):
›› Integrates with four or more social network ad APIs.
›› Earned revenue greater than $10 million in 2016 for its social adtech product.
›› Managed $90 million or more in 2016 social ad spend.
›› Has a customer base in which at least 10% are enterprises (defined as companies with 1,000
employees or more).
FIGURE 1 Evaluated Vendors: Vendor Information And Selection Criteria
Company name Product name Version Date evaluated
4C 4C Social N/A June 2017
Brand Networks Brand Networks Platform Q2 — 2017 June 2017
Kenshoo Kenshoo Social v. 2.9 June 2017
Nanigans Nanigans N/A June 2017
Sprinklr Sprinklr Advertising Cloud 11.1 June 2017
Each vendor that we included in this Forrester Wave™ evaluation:
Integrates with four or more social network ad APIs.
Earned revenue greater than $10 million in 2016 for its social adtech product.
Managed $90 million or more in 2016 social ad spend.
Has a customer base in which at least 10% are enterprises (defined as companies with 1,000 employees
or more).
Vendor Profiles
This evaluation of the social advertising technology market is intended to be a starting point only.
We encourage clients to view detailed product evaluations and adapt criteria weightings to fit their
individual needs through the Forrester Wave Excel-based vendor comparison tool (see Figure 2).
Download this tool by clicking “Save” on the following figure and then “Download XLS.”
FIGURE 2 Forrester Wave™: Social Advertising Technology, Q3 ’17
Strong
Challengers Contenders Performers Leaders
Strong
Go to Forrester.com
to download the
Forrester Wave tool for
Kenshoo Sprinklr more detailed product
evaluations, feature
Brand Networks comparisons, and
customizable rankings.
Nanigans
Current 4C
offering
Market presence
Weak
Weak Strategy Strong
FIGURE 2 Forrester Wave™: Social Advertising Technology, Q3 ’17(Cont.)
ks
or
w
gh r’s
et
g
s
o
tin
an
ei te
r
ho
kl
w res
ig
rin
ns
an
an
r
4C
Sp
Ke
Fo
Br
N
Current offering 50% 2.65 3.53 3.72 2.81 3.51
Planning and publishing 30% 1.75 3.75 3.25 2.75 4.25
Measurement and reporting 30% 3.00 4.00 5.00 4.00 3.50
Integration 20% 2.90 3.20 3.00 2.30 3.30
Ease of use 20% 3.20 2.80 3.20 1.60 2.60
Strategy 50% 3.16 3.52 3.20 2.12 4.32
Product strategy 60% 3.00 4.40 3.60 1.00 4.40
Service strategy 40% 3.40 2.20 2.60 3.80 4.20
Pricing strategy 0% 3.00 3.00 3.00 3.00 3.00
Market presence 0% 3.01 3.35 3.68 3.68 1.67
Revenue 33% 1.00 3.00 1.00 3.00 3.00
Client base 33% 4.00 2.00 5.00 3.00 0.00
Client media spend 34% 4.00 5.00 5.00 5.00 2.00
All scores are based on a scale of 0 (weak) to 5 (strong).
Leaders
›› Sprinklr is ubiquitous in the expansive social marketing technology landscape. When

Sprinklr added advertising to its roster, it widened its social capabilities and positioned itself as a
“foundational customer experience platform” for brands. While this positioning reveals its desire to
become an open system of customer data integration with social marketing execution at its core,
clients find the Sprinklr universe confusing and the user interface cumbersome. Its advertising
module creates a richer and more integrated tool for multipurpose social marketers, but clients
must currently purchase modules à la carte (though this is expected to change). The ad module
centers on media planning, execution, and reporting — all sit on top of an audience management
layer — to give the ad module room to grow beyond social. Sprinklr is helpful for companies with
an array of social marketing needs because it allows numerous teams to tap into one platform.
›› Brand Networks strives to be the connector in martech and adtech convergence. Brand
Networks acquired Optimal and Shift to expand its platform, and it’s not stopping there. Next up:
creating an “open, data-rich platform to enable data-intensive open digital decisioning.” This makes
Brand Networks one of the social adtech pioneers pushing for marketing ecosystem integration,
especially in marketing measurement and optimization, business intelligence, and CRM. While it has
a clear vision that social marketing (including social advertising) must not operate in a silo, Brand
Networks shouldn’t lose sight of its main capabilities. Clients offer praise for its proprietary Optimize
Now algorithm and its customer service but offset the commendations with comments on its
unintuitive user interface and higher price tag. For brands needing a meatier tool that can integrate
with other marketing and enterprise technology, Brand Networks is a good option.
Strong Performers
›› Kenshoo continues to deliver on search and social marketing. Using a “land and expand”
strategy, Kenshoo established itself with search marketing and then added complementary social
capabilities across the major social networks; note, though, that many are available through
managed service only. With its combined search and social power, this vendor has an ambitious
goal of tracking consumers’ digital journeys all the way through to purchase and implementing
search-like automation with its social Portfolio Optimizer algorithm. But while Kenshoo may excel
at the science of performance-driven search and social, it lacks a bit in art and finesse in execution.
Clients say that the platform is a robust smattering of tools, features, and integrations but isn’t
the most intuitive, and its dashboard reporting could improve. Brands that are heavily focused on
customer acquisition and are in the market for a sophisticated platform to unite search and social
marketing can turn to Kenshoo.
›› 4C clients like its vast social network integration and seamless interface. 4C envisions a world
of multiscreen orchestration uniting mobile, desktop, and TV screens to capture more points along
the customer journey. In practice, 4C — through 4C Social — focuses on social advertising with
aspirations to expand into display, search, and advanced TV syncing. One of the few vendors to
allow self-serve advertising to six major social networks, its slick user interface delivers identical
dashboards across all, making “ease of use” and “ease of onboarding and training” unanimous client
reasons for choosing 4C Social. Additionally, its audience insights tool, 4C Affinities, allows brands
and agencies to dig deeper on audience behaviors and create custom targeting. However, compared
with the competitors, 4C Social’s machine learning capabilities in our “planning and publishing”
criteria are not as sophisticated. This platform is best suited for brands that run expansive social
advertising campaigns across multiple social networks and have a need for simplicity.
Contenders
›› Nanigans caters to social advertising veterans with purpose-built social functionality.

Nanigans serves direct response advertisers fixated on converting consumers from the explore
to the buy stage in the customer life cycle. As a result, it concentrates on building deeper social
advertising capabilities with its three social network integrations and aspires to incorporate
display networks into its offering. Newcomers to social advertising may find Nanigans’ platform
too complex; current clients are “power users,” appreciate the scientific and powerful pivot table
in the main dashboard, and don’t rely heavily on Nanigans for support. Nanigans’ technology is
good for seasoned campaign managers who want to manually micromanage their advertising while
simultaneously comparing it to algorithm-based performance.
Smaller Vendors That We Considered But Did Not Include
›› Adglow checks the box on managed services and has yet to automate its platform. Based
in Spain, Adglow offers substantial 24x7 customer service and proactive and responsive support
teams. It has been slower to integrate machine learning into its ad targeting, budgeting, bidding,
and optimizing, although it plans to incorporate proprietary algorithms by 2018. Its platform is
basic and manual — ideal for brands in emerging global markets (like Latin America and Southeast
Asia where Adglow established regional support staff hubs) that need a base-level tool and heavy
personal assistance getting their social advertising off the ground.
›› Bidalgo has a singular focus: mobile app marketers optimizing their social ROAS. Israeli
company Bidalgo has a niche client base of mobile app brands (in particular, gaming apps). It aims
to free marketers from social ad execution minutiae to focus on planning and strategy by pushing
its Bidalgo AI algorithm to automate its entire platform. Its machine learning is singularly focused
on requiring minimal user input for maximum optimization against key performance indicators like
cost per install (CPI), cost per acquisition (CPA), and return on ad spend (ROAS), making it ideal
for mobile app marketers pushing immense daily ad volumes. This vendor also touts its “creative
effectiveness score” for optimizing ad creative as a fan favorite feature. For the specialized mobile
app industry, Bidalgo delivers algorithmic ad precision; but it maintains a narrow view toward the
broader marketing ecosystem beyond mobile app.
›› Marin Software offers social alongside its well-known search offering. Marin Software’s
roots lie in search. Currently, its search and social offerings are separate, though it offers cross-
channel features such as transferring existing search activity into social ad planning. The company
intends to eventually merge these two products by rolling out a unified search-plus-social platform
and user interface. Marin Software has limited social network abilities (currently integrated with
Facebook, Instagram, and Twitter only) and lacks machine learning, relying on user-defined rules
engines to optimize social ad campaigns. For brands with big search needs but small social
demands, Marin Software could be a solution.
Engage With An Analyst

Gain greater confidence in your decisions by working with Forrester thought leaders to apply
our research to your specific business and technology initiatives.
Analyst Inquiry Analyst Advisory Webinar
To help you put research Translate research into Join our online sessions
into practice, connect action by working with on the latest research
with an analyst to discuss an analyst on a specific affecting your business.
your questions in a engagement in the form Each call includes analyst
30-minute phone session of custom strategy Q&A and slides and is
— or opt for a response sessions, workshops, available on-demand.
via email. or speeches.
Learn more.
Learn more. Learn more.
Forrester’s research apps for iOS and Android.

Stay ahead of your competition no matter where you are.
Supplemental Material
Online Resource
The online version of Figure 2 is an Excel-based vendor comparison tool that provides detailed product
evaluations and customizable rankings.
Data Sources Used In This Forrester Wave
Forrester used a combination of three data sources to assess the strengths and weaknesses of each
solution. We evaluated the vendors participating in this Forrester Wave, in part, using materials that
they provided to us by August 4, 2017.
›› Vendor surveys. Forrester surveyed vendors on their capabilities as they relate to the evaluation
criteria. Once we analyzed the completed vendor surveys, we conducted vendor calls where
necessary to gather details of vendor qualifications.
›› Product demos. We asked vendors to conduct demonstrations of their products’ functionality. We

used findings from these product demos to validate details of each vendor’s product capabilities.
›› Customer reference surveys and calls. To validate product and vendor qualifications, Forrester
also conducted reference surveys and calls with four to 10 of each vendor’s current customers.
The Forrester Wave Methodology
We conduct primary research to develop a list of vendors that meet our criteria to be evaluated in this
market. From that initial pool of vendors, we then narrow our final list. We choose these vendors based
on: 1) product fit; 2) customer success; and 3) Forrester client demand. We eliminate vendors that have
limited customer references and products that don’t fit the scope of our evaluation.
After examining past research, user need assessments, and vendor and expert interviews, we develop
the initial evaluation criteria. To evaluate the vendors and their products against our set of criteria,
we gather details of product qualifications through a combination of lab evaluations, questionnaires,
demos, and/or discussions with client references. We send evaluations to the vendors for their review,
and we adjust the evaluations to provide the most accurate view of vendor offerings and strategies.
We set default weightings to reflect our analysis of the needs of large user companies — and/or
other scenarios as outlined in the Forrester Wave evaluation — and then score the vendors based
on a clearly defined scale. We intend these default weightings to serve only as a starting point and
encourage readers to adapt the weightings to fit their individual needs through the Excel-based tool.
The final scores generate the graphical depiction of the market based on current offering, strategy, and
market presence. Forrester intends to update vendor evaluations regularly as product capabilities and
vendor strategies evolve. For more information on the methodology that every Forrester Wave follows,
please visit The Forrester Wave™ Methodology Guide on our website.
Integrity Policy
We conduct all our research, including Forrester Wave evaluations, in accordance with the Integrity
Policy posted on our website.
Endnotes
See the Forrester report “The Forrester Wave™: Social Advertising Platforms, Q4 2013.”
1
Forrester defines social advertising technology as: platforms that help marketers create, buy, manage, optimize, and
2
measure ads on public social networks such as Facebook, Instagram, and Twitter.
Source: “Marketing Partner Directory,” Facebook Marketing Partners (https://facebookmarketingpartners.com/

3
marketing-partners/#ad=&in=&la=&qss=&sp%5B%5D=Ad+Technology) and “Find a partner,” Twitter Official Partner

Program (https://partners.twitter.com/en/find-a-partner.html).
We counted all discrete vendors across six social networks’ partners program websites on July 14, 2017, for
4
advertising specifically: Facebook (93), Instagram (40), Twitter (50), LinkedIn (9), Pinterest (15), and Snapchat (38).
Source: Forrester Data: Social Media Advertising Forecast, 2017 To 2022 (US). In comparison, total ad spend as
5
reported by the largest independent vendors in this space during this Forrester Wave was a paltry $90 million,
increased from $50 million reported during the previous version of this Forrester Wave in 2013.
See the Forrester report “You Don’t Need A ‘Social Marketing’ Strategy.”
6
See the Forrester report “The Forrester Wave™: Social Media Management Solutions, Q2 2017.”
7
See the Forrester report “Vendor Landscape: Social Marketing Technology.”

8
See the Forrester report “It’s Time To Separate ‘Social’ From ‘Media’.”
9
10
See the Forrester report “A More Perfect Union: Adtech And Martech Convergence Will Revolutionize Marketing.”
11
See the Forrester report “Vendor Landscape: Marketing Measurement And Optimization Solutions.”
We work with business and technology leaders to develop
customer-obsessed strategies that drive growth.
Products and Services
›› Core research and tools
›› Data and analytics
›› Peer collaboration
›› Analyst engagement
›› Consulting
›› Events
Forrester’s research and insights are tailored to your role and

critical business initiatives.
Roles We Serve
Marketing & Strategy Technology Management Technology Industry
Professionals Professionals Professionals
CMO CIO Analyst Relations
B2B Marketing Application Development
›› B2C Marketing & Delivery
Customer Experience Enterprise Architecture
Customer Insights Infrastructure & Operations
eBusiness & Channel Security & Risk
Strategy Sourcing & Vendor
Management
Client support
For information on hard-copy or electronic reprints, please contact Client Support at
+1 866-367-7378, +1 617-613-5730, or clientsupport@forrester.com. We offer quantity
discounts and special pricing for academic and nonprofit institutions.
Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with
business and technology leaders to develop customer-obsessed strategies that drive growth. Through proprietary
research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a
singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.
For more information, visit forrester.com. 136342

Forrester Wave Social Advertising Technology Q32017 Sprinklr

Încărcat de

Informații document

Titlu original

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Forrester Wave Social Advertising Technology Q32017 Sprinklr

Încărcat de

Drepturi de autor:

Formate disponibile

For B2C Marketing Professionals

The Forrester Wave™: Social Advertising

Why Read This Report Key Takeaways

Integration Will Be The Key Differentiator

The Forrester Wave™: Social Advertising Technology, Q3 2017

Table Of Contents Related Research Documents

Evaluated Vendors And Inclusion Criteria

Smaller Vendors That We Considered But Did

Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA

The Social Adtech Landscape Remains Largely Unchanged

Social Adtech Won’t Be Its Own Category For Long

Social Advertising Technology Evaluation Overview

Evaluated Vendors And Inclusion Criteria

›› Integrates with four or more social network ad APIs.

›› Managed $90 million or more in 2016 social ad spend.

FIGURE 1 Evaluated Vendors: Vendor Information And Selection Criteria

Company name Product name Version Date evaluated

4C 4C Social N/A June 2017

Brand Networks Brand Networks Platform Q2 — 2017 June 2017

Kenshoo Kenshoo Social v. 2.9 June 2017

Nanigans Nanigans N/A June 2017

Sprinklr Sprinklr Advertising Cloud 11.1 June 2017

Each vendor that we included in this Forrester Wave™ evaluation:

Integrates with four or more social network ad APIs.

Managed $90 million or more in 2016 social ad spend.

FIGURE 2 Forrester Wave™: Social Advertising Technology, Q3 ’17

Weak Strategy Strong

FIGURE 2 Forrester Wave™: Social Advertising Technology, Q3 ’17(Cont.)

Planning and publishing 30% 1.75 3.75 3.25 2.75 4.25

Measurement and reporting 30% 3.00 4.00 5.00 4.00 3.50

Integration 20% 2.90 3.20 3.00 2.30 3.30

Ease of use 20% 3.20 2.80 3.20 1.60 2.60

Strategy 50% 3.16 3.52 3.20 2.12 4.32

Product strategy 60% 3.00 4.40 3.60 1.00 4.40

Service strategy 40% 3.40 2.20 2.60 3.80 4.20

Pricing strategy 0% 3.00 3.00 3.00 3.00 3.00

Market presence 0% 3.01 3.35 3.68 3.68 1.67

Revenue 33% 1.00 3.00 1.00 3.00 3.00

Client base 33% 4.00 2.00 5.00 3.00 0.00

Client media spend 34% 4.00 5.00 5.00 5.00 2.00

All scores are based on a scale of 0 (weak) to 5 (strong).

›› Sprinklr is ubiquitous in the expansive social marketing technology landscape. When

›› Nanigans caters to social advertising veterans with purpose-built social functionality.

Smaller Vendors That We Considered But Did Not Include

Engage With An Analyst

Analyst Inquiry Analyst Advisory Webinar

Forrester’s research apps for iOS and Android.

Data Sources Used In This Forrester Wave

›› Product demos. We asked vendors to conduct demonstrations of their products’ functionality. We

The Forrester Wave Methodology

Source: “Marketing Partner Directory,” Facebook Marketing Partners (https://facebookmarketingpartners.com/

marketing-partners/#ad=&in=&la=&qss=&sp%5B%5D=Ad+Technology) and “Find a partner,” Twitter Official Partner

See the Forrester report “Vendor Landscape: Social Marketing Technology.”

Forrester’s research and insights are tailored to your role and

S-ar putea să vă placă și