GroupM New Zealand Launches AI-Powered Influencer Marketing Platform

GroupM New Zealand Launches AI-Powered Influencer Marketing Platform
B&T Magazine
Edited by B&T Magazine
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The platform, called INCA, will give advertisers access to a data-driven brand engagement tool connecting them with trustworthy, relevant influencers.

INCA forms part of GroupM’s suite of data-driven tech solutions for clients, with the New Zealand launch representing INCA’s expansion throughout APAC.

Advertisers in NZ can now use the AI-enabled technology to partner with an extensive network of authentic creators to plan, execute and measure content driven campaigns.

The launch solidifies the company’s efforts to uphold brand safety in the industry as more brands are allocating budgets to influencer marketing to drive brand engagement across social platforms such as Facebook, Instagram, YouTube, Twitter, Snapchat, TikTok, and more.

A recent IPSOS MORI study, in partnership with Lumen, used eye-tracking capabilities and found that less than ten per cent of the audience maintained visual focus on advertising within social platforms. In contrast, ninety-four per cent maintained focus on the content within those platforms.

New Zealand marketers are choosing to invest in creators that can efficiently and authentically partner to deliver better brand stories and drive human attention.

INCA in NZ is led by Nick Henderson, GroupM Head of Product & Solutions. It is available to clients from all the GroupM NZ agencies, Mindshare, MediaCom, Wavemaker, and IKON.

Henderson said, “New Zealand is such an exceptional market for creators. We feel very privileged to be able to connect our brands with the best creators through this new platform.”

“Our people, technology and partnerships put us in a unique position to sit across the intersection of creativity, media, data and commerce and we’re excited to bring this value to our brands and strengthen the influencer eco-system in New Zealand.”

Using its AI-powered influencer identification platform INCAtech, INCA provides unique creator and audience insights, workflow tools, content amplification and detailed campaign reporting dashboards. It also includes Genuity Score, which allows clients to see the proportion of real versus fake audiences on a creator’s profile.

Chris Riley, Chief Executive Officer, GroupM New Zealand, said, “advertisers are faced with the challenge of connecting more deeply with consumers in social media platforms.”

“INCA allows us to access thousands of authentic and relevant content creators in a highly cost effective way. This technology has simply changed the game in terms of how we can now plan, implement and measure our influencer content campaigns for clients.”

INCA has a growing presence in the APAC region, having successfully run more than 1,300 campaigns in APAC for one hundred and fourty clients.

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