Entrepreneur

This M’sian AdTech Platform Will Use AI To Grab A Slice Of A USD10 Bil Industry

  • Digital media platform Innity have recently launched Passionation—a social media influencer marketing platform that aims to become a leader with a presence in 11 different countries across Asia Pacific.

Last week, Malaysian digital marketing firm Innity ushered in a new chapter with the launch of their new influencer marketing platform. Called Passionation, the new platform will aim to connect influencers large and small with industry-leading brands to achieve more efficient marketing results.

This comes at a time where influencer marketing is experiencing a high, with its global market cap expected to reach the USD10 billion mark by 2020, and about 8% of marketers planning to grow their influencer marketing spend in 2019.*

*These figures were quoted as from eMarketer by Passionation in their press release.

How Passionation will attempt to differentiate itself in the market will be with the implementation of its AI-driven platform. Hence, they will be efficient in solving the problem of authenticity and transparency when it comes to influencers, and also help matchmake brands and influencers for a better strategic fit.

According to the Pasionation team, their platform will be able to help marketers find their niche from a base containing over 2,000 influencers from different specialisations such as fitness, travel, parenthood, or F&B among other things.

They’ll also be able to drive influencer relationship management, reporting, fraud detection, and ultimately help both parties ultimately create the most effecting and engaging marketing campaigns possible.

What’s better for marketers is the fact that they can also repurpose influencer campaigns into Innity’s display ads and mobile ads that are already on its vast network so that a wider audience can be reached.

Connecting Man With Brand

“It’s a natural thing for us to venture into this space—20 years ago we started building websites doing media,” said Sean Ter, Innity Malaysia’s Country Manager. “Now it’s about empowering everyday people and we saw social influencers being the next space.”

“We see the future being that each person should be able to get revenue from whatever they post up,” he said. “For example, someone wears a nice tie or a nice dress, and at no extra cost when a friend clicks it and buys it, that person should be able to benefit monetarily.”

On how Passionation would be able to stand out from other similar platforms out there, Sean explained that their long-standing relationship with giant brands and their capability for top-tier technical execution would be the factors that would help them stay relevant in the years to come.

“Our advantage is that there is already the long established trust between advertisers and us, and we have a solid team dedicated to building platforms,” he said. “Ultimately, we don’t brand ourselves as a marketing platform, but an adtech vendor, which is where the difference between us and our competitors lie.”

He also then said that the focus for now would be to start small and slowly expand, with 2019’s target being 10,000 seeders on the platform, with a tenfold increase after that eventually hitting millions of influencers around the SEA region.

“To date, Passionation connects over 2000 influencers with more than 500 businesses, including KFC, AirAsia, INTI, Milo, Laneige, and many more,” said Innity CEO and co-founder Phang Chee Leong. “We are also happy to have established close and direct relationships with our influencers since we started.”

“Content creators are often approached by brands and agencies to participate in marketing campaigns, but they are typically full of logistical challenges,” he added. “Our plan with Passionation is to make the process effortless and transparent for both marketers and influencers.”

As of today, Passionation is fully operational and available to influencers and clients in countries such as Malaysia, Thailand, Vietnam, Philippines, Indonesia, Singapore, Myanmar, Cambodia, Taiwan, and Hong Kong.

 

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