Mobile advertising accounts for 76% of that spending as marketers increasingly shift spending to the social network’s mobile ads.
The acquisition combines web analytics with brand-engagement capabilities.
Digital marketing services vendor Webtrends Inc. today said it had acquired Transpond, a privately held company that sells services that helps marketers encourage consumer engagement with brands on social networks and mobile channels. Terms were not disclosed.
The Transpond platform and apps enable non-programmers to create polls, quizzes, games and content that focus on brands and products and which can be distributed across social and mobile networks.
Webtrends sells web analytics services that enable marketers to monitor and analyze what consumers say about brands and products on such social sites as Facebook, along with tracking consumer behavior on mobile apps and sites.
"It's an exciting time. Our traditional competitors are absorbed by larger companies. They're chasing media revenue. Meanwhile, we are 100% focused on solving the challenges of tomorrow's modern marketing," said Alex Yoder, the CEO of Webtrends. "With the acquisition of Transpond, this catapults Webtrends into a very unique place in the digital marketing world. Over the past 18 months we have provided marketers a host of new measurement, segmentation and optimization technologies. Our customers can create, measure, improve, and manage marketing content across all digital properties.” Webtrends competitor Coremetrics was acquired by IBM in June and Omniture was acquired by Adobe in September 2009.
In April, Webtrends released Webtrends Segments, which enables marketers to better target consumers based on their shopping behavior across multiple online and offline channels.