Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Inca brand safety whitepaper

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Wird geladen in …3
×

Hier ansehen

1 von 6 Anzeige

Inca brand safety whitepaper

Herunterladen, um offline zu lesen

Influencer marketing has skyrocketed in the past five years. With the industry forecasted to hit USD $9.7 billion in 2020, Influencer Marketing Hub reports that 91% of marketers now view content creators as an effective marketing medium.

Influencer marketing has skyrocketed in the past five years. With the industry forecasted to hit USD $9.7 billion in 2020, Influencer Marketing Hub reports that 91% of marketers now view content creators as an effective marketing medium.

Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Ähnlich wie Inca brand safety whitepaper (20)

Anzeige

Weitere von digitalinasia (20)

Aktuellste (20)

Anzeige

Inca brand safety whitepaper

  1. 1. 1 Ensure Intelligent Influence Combating InfluencerFraud
  2. 2. Ensure Intelligent Influence: Howto combat rising influencerfraud InfluencerMarketing Hub,The State ofinfluencer Marketing 2020: Benchmark Report Influencermarketing has skyrocketed in the past five years.With the industry forecasted to hit USD $9.7 billion in 2020, InfluencerMarketing Hub reports that 91% ofmarketers nowview content creators as an effective marketing medium. As compared to 2018, twice as many large corporate campaigns engage with digital audiences through influencers. Unsurprisingly, 80% of marketers wanted to integrate influencers in content strategies. 2 Estimated influencer marketing growth (YOY) $ 9.7B $ 6.5B $ 4.6B $ 3.0B $ 1.7B 2016 2017 2018 20202019 Credit: Influencer MarketingHub Have you increased content output in the past 2 years? Yes 84% No 16% Top brand safety concernsfrom brandsfor influencermarketing This rapid industry growth has also heightened brand safety concerns. Historically, marketers considered followercount and engagement as criterion forinfluencerselection. Reacting to this, as many as 24% of influencers have turned to affordable 3rd-partyvendors to fraudulently build audiences and manipulate profile engagement.
  3. 3. 3 Mumbai police recently made headlines by identifying 200 celebritieswho used websites posing as digital marketing agencies to purchase fake followers. India-based company, Social King, currently sells 20,000 followers forUSD $230, with at least 70 others in the country suspected ofengaging in similarfraudulent activities. It is estimated that fraud eats up 15% ofinfluencer ad spend. Costing the industry USD $1.3 billion annually, over684 million fake accounts have been removed from Facebook,Twitter, Instagram and Linkedln since 2014. InAPAC, there are approximately 58 million fake users with India and Indonesia making up the largest pieces of the pie. Upfrom 30% in 2019, 34% ofmarketers now perceive brand safety as an on-going influencermarketing concern. Top 10 types ofinfluencerfraud No longeris influencerfraud just categorized as securing a following ofautomated fake profiles, otherwise known as bots, orreal people exercising false identities.Today, application programming interface (API) manipulation allows bots to choreograph social engagement in more nuanced ways. Forexample, three types ofbots exist onTwitter- scheduled, watcherand amplification. While the formerposts on its own profile to maintain a facade ofauthenticity, the lattertwo actively respond to influenceractivity with seemingly organic tweets and retweets.There are also so-called ‘engagement pods’ where clusters ofreal influencers band togetherto regularly interact with each other’s posts. In the face ofthese increasingly complex gambits, brands must effectivelyvet influencers. Some tell-tale signs offraud include unexplainable spikes ordips in followercount, irregularlike-to- followerratios and sudden drops in engagement rates.
  4. 4. 4 How INCAhelps guarantee brand safety With marketers flagging influenceridentification as theirgreatest difficultly, innovativeAI-driven influencer marketing solutions, such as GroupM’s INCA, have developed specialized technology and tools as part of theirproprietary platform INCAtech to help guarantee brand safety. InScore INCA’s proprietary ranking score that rates creators and content pieces on a scale from 1-100.This is based on a proprietary algorithm that converges 60+ data fields that relate to an influencer’s profile, content, audience and performance. Genuity Score Indicates the proportion ofrealversus fake followers on an influencer’s Instagram profile.The metric functions at an accuracy of88% and is informed by Machine Learning to identify common features from bots across different providers. Engagement orView Graphs Abnormal spikes ordips can easily be identified by reviewing an influencer’s engagement andviews trends on Instagram,Twitter and Facebook by hour, day, week and month. 4
  5. 5. 4 CompetitorsAnalysis Up to three-years worth ofhistorical data can be analyzed across multiple social channels to give brand’s in- depth insights into theircompetitors’ influencercontent strategies.This can help brands avoid overlapping influencerpartnerships. PublisherMOAT Tracker MOATanalytics tags can be added to social and publisher content to helpverify performance by tracking metrics such asviewability, invalid traffic, scroll depth andvelocity. % In-TargetAudience With special geographic, genderand age filters, INCAtech can determine the proportion ofan influencer’s following that fits with a brand’s target demographic. Negative Keywords Using customizable search queries, any influencers who have posted orengaged with controversial topics in the past will be omitted from INCAtech’s creatorselection. Verified Filter INCAtech can identify and filterforverified ‘blue tick’ profiles from Instagram andYouTube.This gives brands the added ability to workwith only platform-verified creators. 5
  6. 6. 6 To learn more about GroupM’s brand-safe influencermarketing solution, INCA, pleasevisit inca-global.com. Brand safety is one ofthe core pillars ofINCA’s data driven approach to influencermarketing.Through the above tools and metrics, we’re able to mitigate the risks that come with working with creators.With the industry expected to grow, we can expect these fraudulent tactics to adapt alongside these changing tides. As marketers, we must continue to demand formore effective data-driven approaches tovet influencers, protect brand credibility and customeraffinity.As advertisers, it is imperative that we are prepared to do so. Questions? Contact yourlocal INCAlead.

×