Insights

Kalila Welch  |  February 17, 2022

GroupM Australia has become the latest country in the GroupM network to launch INCA, an AI-powered influencer and content marketing platform designed to promote brand safety and return on investment.

The platform was first rolled out for APAC in 2019, and launched in New Zealand in early 2021 and – with the addition of Australia – now spans across 30 countries.

The launch comes as brands are looking to influencer marketing more than ever, to take advantage of audience’s increased screen time on social platforms such as Facebook, Instagram, YouTube, Twitter, Snapchat, TikTok, thanks to the pandemic.

According to Group M, 68% of marketers plan to increase their influencer marketing spend in 2022 and 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. 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,” Brignell added.

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