Postmedia Network announced that it has acquired Ampifii, a sponsored content amplification platform that helps brands manage post campaigns on social networks.
“Paid sponsored posts on social networks produces excellent results, but they’re difficult to use. It’s challenging to create proposals, plan campaigns, and measure their success, particularly when you include more than one social network in a campaign,” Ampifii says on its website. “Our objective is to save marketing services companies and publishers more than 50 percent in costs to manage social amplification campaigns while also driving a minimum 10 percent increase in engagement levels.”
Postmedia has made headlines in recent weeks after cutting 90 jobs and merging several newsrooms. Postmedia currently owes $25.9 million of long-term debt, and plans to cut $80 million in costs by mid-2017.
“Given the rate of disruption in our legacy business, a big part of our future success will hinge on offering innovative new content and advertising solutions in the dominant search and social ecosystems,” said Andrew MacLeod, EVP and chief commercial officer of Postmedia. “The Ampifii acquisition supports this strategy and is one step in an ongoing transformation.”
Ampifii’s co-creators Josh Merchant and Craig Rennick join Postmedia, with Merchant taking on the role of VP of Product and Rennick in a business development role.
Postmedia said it was an earlier adopter of the Ampifii platform, and will bring the platform in-house to further product customization to expand beyond its own deployment model. The Postmedia team will use Ampifii to broadcast client content, targeting with precision the most engaged audiences across social platforms while also optimizing engagement. The company said that it brings the company’s entire process, including planning, deploying, and reporting, into one unified structure.