SOURCE: Optimal, Inc.

Optimal, Inc.

March 19, 2013 13:09 ET

Optimal Wins Facebook® Preferred Marketing Developer Innovation Competition for Amplification of Viral Content

Optimal Connects Owned, Earned, and Paid Media With Innovative Ad Buying Technology

SAN FRANCISCO, CA--(Marketwire - Mar 19, 2013) - Today Facebook® is announcing Optimal ( as a winner in the Preferred Marketing Developer Innovation Competition for its creation of the Optimal News Feed Promoter, an exceptional new tool that increases the advertising efficacy of Promoted Posts within Facebook's News Feed.

Optimal was selected as a winner from over 260 Preferred Marketing Developers (PMDs) in 35 different countries who were invited by Facebook® to participate. Optimal News Feed Promoter has been recognized for its integration between multiple data sources that lets marketers discover and promote the most relevant content in a timely manner.

"Marketers need to act quickly to harness the power of potentially viral content. Optimal's proprietary analysis indicates that 75% of post-level engagement on Facebook occurs within the first 3 hours after the content is posted," said Rob Leathern, CEO of Optimal. "Our new tool identifies which pieces of content are exhibiting the greatest potential for going viral, and then amplifies and optimizes them based on the marketer's goals."

The Optimal News Feed Promoter constantly measures a brand's performance across paid, owned, and earned media, and identifies the best performing content (based on fully customizable rules) to activate sponsorships in Facebook's News Feed. Optimal's technology can also dynamically target a brand's most engaged and loyal fans, based on their engagement across multiple posts and stories.

Marketers can create absolute triggers like "find any post that has a virality rate of 5% or more" or relative ones such as "if a post has engagement above the monthly average" and then either be notified of these events, or have advertising campaigns created for them. They can stack and layer triggers, dayparting and other rules on top of one another keyed to any measureable engagement or conversion metrics.

Optimal customers are weighing in on these unique products:

"The best content wins. Amplifying our client's strongest posts with paid media has been a strategy we've been executing for some time now. The automation levers available with these types of tools allow us to deliver new content more frequently to the right audience at critical decision points," Lisa Cucinotta, Associate Director of Social Media, Resolution Media.

"We help create unique social interactions for major brands with an authentic brand voice. The Optimal News Feed Promoter lets our brand teams immediately amplify the most viral social interactions with paid media," Larry Weintraub, CEO, Fanscape.

Optimal News Feed Promoter is immediately available to all new and existing customers for an additional fee, alongside the existing single-point self-service or managed service access to real-time targeting via the Facebook Exchange, Custom Audiences, Facebook Premium, proprietary media planning tools, and an integration with Getty Images. Marketers interested in the availability of this new tool should contact Optimal at

About Optimal, Inc.
Optimal, Inc. is the leading social advertising and analytics platform, with offices in San Francisco, Palo Alto, New York, Chicago, and London. We are passionate about our products and clients, and available to speak over the phone and in person. To see our products visit

Contact Information

  • Contact:
    Whit Moses
    Public Relations
    Optimal, Inc.
    Email Contact