VivaKi Ventures has gained input into Mass Relevance's product road map to influence features and functions through a deal that could integrate the company's social technology into all Publicis Groupe agency platforms.
The partnership gives agencies like Saatchi & Saatchi and Mediavest access to the Mass Relevance platform and product suite to ingrate social media experiences across any digital device, said Alyson Hyder, executive vice president of VivaKi Ventures. "Mass Relevance will look toward us to suggest how to make their product better," she said.
VivaKi and its clients become an "influencer" in Mass Relevance's product strategy during a time when more advertisers want to know how to "marry communications across paid, earned or owned media," Hyder said.
While client agencies will use the technology much differently than media agencies, all will have an opportunity to access the platform.
The Mass Relevance platform aggregates, filters and displays real-time social content from Twitter, Facebook, Instagram, Google+ and YouTube to create interactive social experiences for brands' marketing campaigns, product launches and other advertising activities cross-media, from television to Web sites.
Hyder calls the partnership a "strategic consulting agreement" without capital investment. The interest resides, for now, in making the product compelling and interesting for clients. Through VivaKi Ventures, the company holds similar partnerships to consult with Echo Systems and Flite.
VivaKi recently announced a $9 million investment in Flite, the paid media publishing company, with an investment from Iris Capital/Publicis, a joint venture with Orange Telecom. Publicis Groupe's Starcom MediaVest Group has been working with Flite for two years, but this deal brings the company's technology to all Publicis Group agencies.