By Claire West

I Spy Marketing further strengthens guarantee of improving client ROI with launch of tech dev arm, I Spy Labs

I Spy Marketing is further expanding with the launch of a standalone technical development arm — I Spy Labs — to focus on creating apps and tools that boost I Spy’s mission of guaranteeing improved client ROI. I Spy Labs will officially launch on 30th September 2010.

I Spy Labs’ new MD, Grant Muckle, says: “By launching I Spy Labs, we’re able to focus more on developing innovative software systems that improve reporting efficiency and help clients make order-of-magnitude improvements in their social media paid marketing strategy and execution. I Spy Labs is part of our overall goal to bring further analysis and rigour to the world of digital marketing through technology and techniques.”

The launch has been timed to coincide with a period of rapid growth in social media paid marketing: eMarketer estimates that Facebook and rival social-networking websites will see advertising sales rise 29% next year, with Facebook earning an estimated $1.3 billion globally for display advertising in 2010, up 80% in a year. So I Spy Labs’ first project will be to create a tool that better manages social media advertising, allowing larger, more sophisticated campaigns to be run whilst returning substantially enhanced ROI. The tool has recently completed live testing and is about to run with its first set of handpicked clients. More detail will be announced shortly.

I Spy Labs’ launch follows I Spy’s November 2009 rebrand from I Spy Search to I Spy Marketing, reflecting its expansion into combining paid and natural search with social media campaign management. I Spy’s continuing programme of expansion saw its second regional office (Scotland) launch earlier in September 2010.