NEW YORK: Media monitoring and analysis firm VMS has unveiled a tool that tracks earned media in addition to advertising on one platform.
The advertising component is an enhancement to the company's InSight software, a broad web-based platform that allows communications professionals to track and measure media, plan campaigns, and analyze coverage.
The product, which was announced yesterday, underscores the rapidly narrowing divide of brand PR and advertising campaigns in a digital era.
“Now marketing professionals can seamlessly review the impact of their paid and unpaid media campaigns and check how their messaging is resonating in the marketplace,” said VMS CEO Peter Wengryn in a press release.
The software update tracks and catalogs commercials from the top 100 television and radio markets, as well as Internet banner ads, magazine, newspaper, cinema, and billboard ads.
Wengryn said real-time tracking of commercials, not just news, gives users the ability to gauge their integrated campaigns alongside competitors, and adjust strategy need be.
VMS said it will announce more enhancements to its InSight software this year.