Atex has tapped Belgian startup Qualifio for the technology behind its new Engage social interaction product.

The new web application for creating and managing polls, surveys, votes, quizzes, contests and other social engagement tools on websites, mobile sites and Facebook pages, is the first from the new Atex Product Organisation, formed this January.

Chief innovation officer David Montgomery says the cloud-based Engage application is designed to help companies grow and monetise online audiences through interactive web pages and advertising campaigns. It also collects opt-in and profile information to further help qualify and contextualise audiences.

“It signifies our move into the social media arena where knowing your audiences and understanding how to attract and retain them is key,” says Montgomery.

The application will enable marketing teams to qualify audiences, boost online registrations, generate leads, and increase fanbases on Facebook, Twitter, and other social channels.

He says advertising sales teams will be able to propose and manage new advertising packages that include measurable ROI. “Content creation teams will be able to boost reader loyalty, increase engagement, generate additional page views, and encourage original user-generated content.”

The Qualifio technology is already being used by media companies including Le Monde, Northcliffe Digital, RTL, Elle, Sanoma, France Television and MSN.

Atex is offering the product both standalone and integrated in its web CMS platform.