Brandnew Unveils "Influencer Marketplace" For Social Native Ads
- by Erik Sass @eriksass1, October 17, 2014
The Brandnew Marketplace brings together around 860 influential social-media personalities hailing from 52 countries around the world, including 208 from the U.S., in a single interface. The aim is to make it easier for advertisers and agencies to identify influencers who match their brand profile and campaign needs.
Above all, the Marketplace aims to give marketers a more nuanced portrait of influencers across social networks, rather than focusing on each social profile separately. It also provides a dashboard with tools to plan, execute and track native ad campaigns across the network, with a variety of social metrics delivered in real time, according to the company.
Brandnew CEO Francis Trapp explained: “The marketplace resulted from our customers’ perpetual demand to understand more about the influential people in general rather than specific profiles on social networks. Social media profiles are still important, but they are only means to an end and come in second place. Foremost, the influencer him- or herself is important. Knowing this, we decided to put the focus on the influencer and who they are, rather than focusing on just their Instagram, for example.”
Recent months have seen a move by native advertising platforms to simplify a range of activities that were previously stumbling blocks to carrying out native campaigns on a large scale, including campaign planning and content creation.
A few months ago, Nativo unveiled its new Content Creator Consortium, intended to help marketers execute native campaigns more quickly by connecting them with native content creators, including NewsCred, Contently, Visual.ly, Niche, and Poptent. The consortium is part of a larger push by Nativo to streamline the native ad process, from conception to creation, distribution, and measurement.
