GroupM launches influencer and content marketing platform INCA

By AdNews | 17 February 2022

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

The core of INCA’s platform is its intuitive data-driven planning, a network of creators, workflow management, content amplification, analytics and optimisation capabilities.  

Nick Brignell, General Manager INCA, Xaxis & Sightline: “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.”

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

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

INCA is part of GroupM’s portfolio of tech-driven specialty media products, that incudes addressable TV and addressable content, programmatic, social, search expertise.

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