Huddled Masses Sees Bright Future, Near-limitless Potential in Social Media Marketing, Encourages Clients to Make Facebook Exchange Part of Ad Mix

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Apr 02, 2014, 08:30 ET

NEW YORK, April 2, 2014 /PRNewswire/ -- The boom in social advertising is still well underway, as marketers and developers work together to maximize the potential of platforms like Facebook Exchange. Huddled Masses (http://www.huddledmassesmedia.com), a leading media buying and digital marketing strategy company, believes that Facebook is at the nexus of a profound shift in online advertising. While predicting exactly where this revolution might lead, most would agree that the "wait and see" approach is not sustainable.

"Facebook Exchange is the Miracle-Gro of online marketing ROI and ROAS," explained Charles Cantu, CEO and Founder of Huddled Masses. "The ability to reach those people who've demonstrated an interest in a particular product or service is enormous. Before the exchange, Facebook was seen more as an avenue for brand marketing, but all that's changing. In the meantime, Twitter is poised to grab a larger slice of the social media marketing pie."

Cantu continued: "The key, as always, is to develop the ideal marketing mix. That's where the expertise of the team at Huddled Masses comes into play. We bring knowledge and connections to our clients that no competitor can match and engineer custom solutions for each campaign."

Launched in early 2013, Facebook Exchange is a real-time bidding platform for Facebook ad buys. It's quickly become the optimal means for applying behavior-based strategies to reaching specific audiences on the social network. For veteran marketers, the exchange combines the efficiency and familiarity of other real-time bidding platforms; the developers saw no need to reinvent the wheel.

The benefits of the Facebook Exchange are many: perhaps most notably, the exchange enhances both the quality and quantity of a campaign's reach without requiring the level of investment typical of traditional direct marketing. Through the use of website cookies, ad buyers can target those in the audience most likely to purchase their product or service. The platform is ideal for any organization that wants a more committed investment in exchange-based marketing as well as a higher proportion of behavioral targeted audience buys, which research shows offer the greatest conversion rates.

Apart from the exchange, Huddled Masses believes Facebook is a particularly important component of any digital marketing strategy, both today and going forward. The prototype for all of today's social media leverages a diverse global audience of more than 1 billion people. Across mobile and desktop platforms, Facebook reaches 125 million users every day in the US alone.

Cantu has deftly guided Huddled Masses into the top tier of media buying organizations, particularly in the digital arena. In the next month, he has tentative plans to speak at two noteworthy events: the 2014 AHAA conference and at Princeton Club NY: Future of Digital Advertising. As for the future of online and social advertising, Cantu assures current and prospective clients that Huddled Masses will be leading the way.

About Huddled Masses

Huddled Masses offers organizations and their agencies access to media buying technology and expertise. The company helps clients grow their revenue and businesses at scale through powerful algorithmic, programmatic optimization of digital campaigns that generate brand awareness and consumer engagement. Huddled Masses specializes in standard and rich media banner marketing, FBX, video, mobile, social media and more with measurable results.