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GroupM New Zealand has launched influencer marketing network INCA with the goal of giving advertisers access to a data-driven brand engagement tool that connects them with trustworthy and relevant influencers at scale.
The launch signifies an effort 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 using eye-tracking capabilities, found that less than 10% of the audience maintained visual focus on advertising within social platforms versus 94% maintaining focus on the content within those platforms.
In New Zealand, INCA is led by GroupM Head of Product & Solutions Nick Henderson, and is available to clients from all GroupM agencies, Mindshare, MediaCom, Wavemaker and IKON.
“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,” said Nick Henderson, Head of Product & Solutions, GroupM New Zealand.
The New Zealand launch is part of INCA’s ongoing expansion in the Asia-Pacific region.
“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,” Chris Riley, Chief Executive Officer, GroupM New Zealand
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