GroupM launches INCA in Asia, an influencer marketing solution

GroupM this month rolled out INCA in Asia Pacific. INCA connects brands to a network of trusted publishers and influencers to create and promote content across social channels including YouTube, Instagram, Facebook, Snapchat, Twitter and TikTok. INCA is currently available in Singapore, Philippines, Thailand, and Indonesia.

GroupM says INCA will be accessible to more APAC markets by the end of 2019.

“It’s no longer enough to look at an influencer’s follower count, likes, or comments – these metrics are too easily faked,” said Mark Patterson, CEO GroupM Asia Pacific. “To guarantee effective marketing, advertisers must carefully interrogate available data on their partner influencers and their campaign performance. 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.”

According to GroupM, influencer campaigns can be challenging and laborious to plan, execute, and track; publishers, influencers and their content need to be manually identified, screened, and managed to ensure quality and brand safety, while the rise of fake followers enabled by bots makes it harder to tell if an influencer is a genuine and valuable creator. INCA is addressing these challenges to provide a trusted network and campaign management processes.

GroupM says INCA’s proprietary technology platform provides creator and audience insights, fraud detection, workflow tools, content amplification, and detailed campaign reporting dashboards. It leverages 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.

“Considering the rapid evolution of social media platforms and the rise of the content and influencer- driven ecosystem, particularly in Asia Pacific, we are proud to bring a powerful solution to our clients in the market,” said Dafydd Woodward, Global Lead INCA. “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. With our transparent, data-validated process, we will help to shape the influencer marketing ecosystem for the better.”