This launch enables the company to support clients achieve results through a guaranteed pricing model and brand-safe content marketing campaigns across social and other channels.
New Zealand, 26 February 2021 – GroupM New Zealand is the latest country to launch an AI-powered and brand-safe influencer marketing network, INCA, providing advertisers with access to data-driven brand engagement tools that connect them with trusted and relevant influencers at scale .
INCA is part of GroupM’s suite of market-leading data-driven technology solutions that drive growth and effectiveness for clients. The launch in New Zealand is part of INCA’s ongoing expansion in the Asia-Pacific (APAC) region.
New Zealand advertisers can now leverage INCA’s artificial intelligence (AI) enabled technology to partner with a broad network of relevant and authentic content creators to plan, execute and measure content-based campaigns that bring their brand stories to life and deliver results. This launch strengthens the company’s efforts to enforce brand safety in the industry as more brands allocate budgets for influencer marketing to drive brand engagement across social platforms such as Facebook, Instagram, YouTube, Twitter, Snapchat, TikTok and others.
The nature of concern in advertising is constantly evolving. A recent IPSOS MORI study, in collaboration with Lumen using eye tracking capabilities, found that less than 10% of the audience maintained a visual focus on advertising on social platforms versus 94% maintained a focus on content on those platforms. As a result, New Zealand marketers are choosing to invest in content creators who can efficiently and authentically partner to tell better brand stories and drive human attention.
In New Zealand, INCA is led by GroupM Head of Product & Solutions Nick Henderson, and is available to clients from all GroupM NZ, Mindshare, MediaCom, Wavemaker and IKON agencies.
Nick Henderson, Head of Products & Solutions, GroupM New Zealand said: “New Zealand is an extraordinary market for content creators. We are very honored to be able to connect our brand with the best content creators through this new platform. Our people, technology and partnerships place us in a unique position to sit at the crossroads of creativity, media, data and commerce and we are excited to bring this value to our brands and strengthen the influencer ecosystem in New Zealand. “
Using the AI-powered influencer identification platform, INCAtech, INCA provides unique creator and audience insights, workflow tools, content reinforcement, and a detailed campaign reporting dashboard. INCA also includes a Genuity Score, which makes it possible to check the proportion of real versus fake viewers in the creator’s profile, which drives authenticity and effectiveness.
Chris Riley, Chief Executive Officer, GroupM New Zealand, said: “Advertisers are faced with the challenge of connecting more deeply with consumers on social media platforms. INCA allows us to access thousands of authentic and relevant content creators in a very cost-effective way. This technology has changed the game in terms of how we can now plan, implement and scale our influencer content campaigns for clients. “
INCA empowers businesses through effective data-driven influencer marketing solutions that ensure brand safety, protect brand credibility, and increase customer affinity.
INCA is growing rapidly in the APAC region and has successfully run more than 1,300 campaigns in APAC for 140 clients, fostering strong and authentic relationships between influencers, brands and consumers.
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