Hootsuite buys AdEspresso, adds onboard Facebook/Instagram ad management
The acquisition and new capabilities point to the importance of social ads to social management platforms.
Hootsuite stepped up its ad game this week, announcing the acquisition of online ad tool AdEspresso — and the launch of the AdEspresso-based Hootsuite Ads.
The newest Hootsuite Ads, Senior Director of Business and Corporate Development Richard Hungerford told me, replaces a “lighter” ad management tool in the platform and provides on-platform management of Facebook and Instagram ads for the first time.
Most of the social media management platform’s ad capability had previously been offered through integrations with six partner companies, he said, one of which had been AdEspresso.
The acquisition, which provides the basic technology underlying Hootsuite Ads, will still continue as a standalone business operation, providing services for the creation, management and optimization of Facebook/Instagram ads.
Hootsuite will also continue its partnership with the other five adtech providers. Hungerford said the platform can conduct ad campaigns on other social networks through the partners.
Compared to other social platforms offering onboard ad management, he said, Hootsuite Ads’ differences include a more robust optimization, higher returns on investment and an easier-to-use interface, which is based on AdEspresso’s.
Here’s a screen shot from the Hootsuite website of Hootsuite Ads: