GroupM launches influencer and content marketing platform INCA

GroupM has announced the Australian launch of INCA, a purpose-built, brand-safe AI-powered influencer and content marketing platform.

The core of CNIB’s platform is its intuitive data-driven planning, creator network, workflow management, content amplification, analytics and optimization capabilities.

Nick Brignell, Managing Director INCA, Xaxis & Sightline: “The world of influencer marketing is growing at a rapid pace.

“INCA enhances influencer expertise across GroupM agencies, bringing data-driven firepower to help connect brands with trusted, relevant influencers and reach customers – while providing the security assurances of brand, transparency and guaranteed returns that marketers need.”

Influencer marketing is growing at breakneck speed and is expected to be a US$13 billion industry in 2022. Thanks to the pandemic, there has been an increase in time spent on social platforms such as Facebook, Instagram, YouTube , Twitter, Snapchat, TikTok and beyond, especially with video content.

With specialized teams in 4 regions and 30 countries, INCA has created more than 2,000 campaigns with 35,000 pieces of content for more than 200 unique clients around the world.

INCA is part of GroupM’s technology-driven specialty media portfolio, which includes addressable television and addressable content, programmatic, social and search expertise.

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