GroupM launches AI-powered influencer marketing platform

The nature of attention in advertising is constantly evolving. A recent IPSOS MORI study, in partnership with Lumen using eye tracking capabilities, found that less than 10 percent of the audience maintained visual focus on advertising within social platforms versus 94 percent maintaining focus on the content within those platforms. Consequently, New Zealand marketers are choosing to invest in creators that can efficiently and authentically partner to deliver better brand stories and drive human attention. 

With this in mind, GroupM New Zealand has launched the AI-powered, brand-safe influencer marketing network INCA giving advertisers access to a data-driven brand engagement tool.

New Zealand advertisers can now leverage INCA’s artificial intelligence (AI)-enabled technology to partner with a vast network of creators to plan, execute, and measure content-driven campaigns.

The platform will help drive engagement across social platforms such as Facebook, Instagram, YouTube, Twitter, Snapchat, TikTok and more.

The New Zealand launch is part of INCA’s ongoing expansion in the Asia-Pacific (APAC) region.

“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,” says Nick Henderson, Head of Product & Solutions at GroupM New Zealand.

Nick Henderson. Photograph by Babiche Martens

INCA also includes Genuity Score, which allows users to check the proportion of real versus fake audience on a creator’s profile, which drives authenticity and effectiveness.

“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,” adds Chris Riley, Chief Executive Officer at GroupM New Zealand.

In the APAC region the tool has successfully more than 1,300 campaigns for 140 clients. INCA forms part of GroupM’s suite of data-driven tech solutions that power growth and effectiveness for clients.

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