inPowered Ad Platform Debuts, Drives Brand Influence

Peyman-NilforoushIt’s been a long time coming for inPowered -- an ad platform first conceived by content network NetShelter Technology Media, along with Samsung and other brand clients.

Making its commercial debut, this week, the inPowered platform is designed to curate and “amplify” influential content from independent tech bloggers, and thus drive brand influence in a more measurable way.

A self-described “influencer network,” NetShelter boasts a network of some 4,500 independent bloggers with a combined reach of 150 million readers worldwide. 

According to Peyman Nilforoush, cofounder and CEO of NetShelter, tech advertisers already recognize that independent expert opinions drive sales. 

Unlike traditional display ads, he says, inPowered ads curate influential stories about brands as part of the ad itself, and measure the consumption and social amplification of that content. They correlate that information to determine and increase a brand's share of influence, relative to competitors across specific product purchase categories.

“Tech is a ‘considered purchase’ category, in which people tend to do research before they buy,” said Nilforoush. “While conventional display ads promote brand messages, inPowered ads provide an innovative new way to shape opinions and build brands by leveraging tech influencers socially.” 

A lucrative category, tech-related advertising currently represents nearly one-quarter of all ad dollars spent online, according to NetShelter, citing recent comScore data. 

Late last year, NetShelter raised $15 million in Series B funding led by Rho Ventures, with participation by existing investors Rho Canada and JLA Ventures. The investment was expected to help the company better serve brand marketers.

NetShelter partners with independent sites in the IT, mobile and consumer electronics categories, including MacRumors.com, Slashgear.com, CrackBerry.com, ChipChick.com, PhoneScoop.com, and Experts-Exchange.



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