GroupM has today announcing the Australian launch of INCA, a purpose-built AI-powered, brand-safe, influencer and content marketing platform.
Influencer marketing is growing at breakneck speed, and is expected to be a $US13bn ($A18bn) industry in 2022.
Through the pandemic there has been an increase of time spent on social platforms such as Facebook, Instagram, YouTube, Twitter, Snapchat, TikTok and beyond, particularly with video content.
Marketers are looking to increase their spend on influencer marketing, but need assurances they are reaching genuine audiences, through trustworthy and relevant creator content.
INCA helps advertisers make data-informed decisions on where to invest and drive the best results and guaranteed returns.
The core of INCA’s end-to-end AI-Powered platform is its intuitive data-driven planning, a wide and trusted network of creators, workflow management, content amplification, analytics and optimisation capabilities. INCA enables brands to discover, plan, execute and measure influencer and content campaigns at scale while guaranteeing engagements to deliver tangible business results.
Nick Brignell, general manager of INCA, Xaxis and Sightline, said, “The world of influencer marketing is expanding at pace. 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.”
GroupM is the only agency group with a solution for creator marketing in place in Australia with the additional benefit of global expertise.
With specialist teams in 4 regions and 30 countries, INCA has created more than 2,000 campaigns with over 35,000 content pieces for more than 200 unique clients around the world.
INCA is part of GroupM’s portfolio of tech-driven specialty media products, that incudes addressable TV and addressable content, programmatic, social, search expertise.
