Advertising media company GroupM has launched its influencer, content and amplification solution, INCA, in the Asia-Pacific region. INCA connects brands to authentic publishers and influencers to create and promote content on social channels and help brands achieve objectives. Clients can run campaigns across multiple platforms such as Facebook, YouTube, Snapchat, Instagram, and TikTok. GroupM launched INCA in London a year ago and now INCA is now available in Singapore, Philippines, Thailand, and Indonesia. It will be available to more APAC markets by the end of 2019, including Malaysia in the third quarter of this year. “To guarantee effective marketing, advertisers must carefully interrogate available data on their partner influencers and their campaign performance,” said Mark Patterson, CEO GroupM Asia-Pacific, in a statement. “INCA enables us to do exactly that: we can connect brands with relevant, authentic influencers and publishers that have the power to help a brand achieve its objectives.”Patterson thinks that with INCA, serving advertisers verified influencers and a campaign management process will greatly improve content quality and brand safety.

Shaping the ecosystem

INCA claims to use a proprietary algorithm that uses real-time data to source, curate and match influencers and publishers to a brand’s campaign objectives to deliver the most credible partners and content for the greatest impact. Using unique influencer identification, planning, workflow, and reporting tools, brands can reach customers when they are most engaged and deliver the best outcomes for brands. Therefore, INCA aims to address the challenge of brands finding valuable, authentic content creators by shaping the influencer marketing ecosystem for the better. “Advertisers can now have peace of mind in knowing that they are working with the most trustworthy and relevant influencers and publishers, at a scale that can deliver the outcomes they need,” said Dafydd Woodward, global lead of INCA at GroupM. “With our transparent, data-validated process, we will help to shape the influencer marketing ecosystem for the better.”GroupM sees the APAC region as having an impressive influencer-driven ecosystem, so it seemed the next logical step for the company. This year has seen multiple influencer companies launching in the APAC region, including Whalar and Goat.
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