Group M launches influencer marketing platform in Australia
• The platform is designed to promote brand safety and return on investment
Group M has launched INCA, an AI-powered influencer and content marketing platform, in Australia.
The platform is designed to promote brand safety and return on investment.
INCA's launch comes as brands look to the influencer market to take advantage of increased screen on social media - Facebook, Instagram, YouTube, Twitter, Snapchat, TikTok - as a result of the pandemic.
Group M reported 68% of marketers intended to increase influencer marketing spending this year, as brands adopting influencer campaigns see 44% higher attention metrics.
The agency also found that influencer ads generate six times more return on ad spend. INCA has been designed as an end-to-end AI solution to marketer’s concerns about getting influencer marketing right.
The platform uses AI driven data and a large network of creators to empower brands to work with trustworthy creators and reach relevant audiences.
Nick Brignell, general manager INCA, Xaxis & Sightline, said: "The world of influencer marketing is expanding at pace.
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"INCA enhances the influencer expertise in GroupM agencies, bringing data-driven firepower to help connect brands with trustworthy and relevant influencers and reach customers – while providing the assurances of brand safety, transparency and guaranteed returns that marketers need."
"Through our proven process and bespoke technology, we analyse the competitive landscape, identify the best creators, develop compelling brand-safe content, and strategically distribute the content across channels, maximising the return on investment through the intelligent application of technology and creativity.
"By putting data and tech front and centre, we’re taking the guess work out of influencer marketing and making it better and more effective for advertisers, creators and consumers," he added.
INCA was first roll out in the APAC region in 2019, it launched in early 2021 in New Zealand and now spans across 30 countries.
The platform has created more than 2,000 campaigns with more than 35,000 content pieces for over 200 clients around the world.
