Amnet has signed a deal with RadiumOne which will allow it to use its analytics software to get a better picture of how consumers are interacting with clients across mobile and social platforms.
The deal will be implemented across Amnet clients in Southeast Asia and was made because there’s a gap between high adoption rate of mobile messaging apps and the understanding that brands have about the impact because it’s typically hard to track.
Marc Langenfeld, Amnet’s regional director for Southeast Asia, said: “RadiumOne’s proprietary tools include the unique ability to connect brands across earned, owned, paid and shared media, which is particularly valuable given the proliferation of instant messaging platforms across Southeast Asia. Over 74% of all sharing in the region now occurs via dark social channels.
“The distribution of branded and shareable content outside of public social networks and the data derived from these consumer actions are not yet fully understood in this region. With RadiumOne on board, we look forward to unlocking the full value of the sharing economy for our clients,” Marc added.
The Dentsu Aegis programmatic arm has been making deals with other mobile and social network platforms, including Linkedin. In September, Amnet agreed a deal with the social platform that would see the two businesses work closer together on programmatic, using data to build audiences around LinkedIn’s inventory in Asia.