Empower

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Influencer
Instagram’s Branded Content Tool Gets a Boost
Instagram recently announced several updates on its Branded Content Tool for influencer marketing.

Some were obvious and needed changes: allowing paid support for IG Reels and IG Live, allowing tappable elements in promoted Stories and allowing promotion for product tags for shopping. There is one update, however, that changes the landscape of Influencer Marketing. Full list of updates here.

With 51% of marketers increasing their influencer budgets and Instagram/Facebook as the number one platform, it’s an update where every marketer should take note.

Businesses and brands can now create Branded Content ads without creators having to post organically first. Brands can now simply take influencer’s raw asset, create a post, send to the influencer for approval and then publish the ad as if it came from the influencer’s handle all along.

We aren’t the only ones excited about this. Lifestyle influencer Melissa Metrano shares our sentiment. “It is great to continue the way brands and influencers partner together. A large part of the reason why brands work with the influencers they select is because they love the content they create,’ she says. “To be able to utilize that as a more targeted post feels like a win/win.”

Influencer marketing has always been a blend of creative and media, needing a constant balance between authentic content and brand messaging. While this development continues to straddle the line, there are three big opportunities with this new feature.

  1. Improved messaging and clear CTAs.
    Influencer Iesha Vincent shares she now sees “content being generated for both the creator to use organically . . . and to send directly to the brand to post themselves.” While creator approval is still required within Ads Manager, it presents a better opportunity for sale-specific messaging, especially when it comes to Limited Time Offers that won’t be relevant on an organic feed after just a few days.
  2. Highlight a variety of products/services within one partnership.
    Influencers can now work more creatively as their own content studios instead of trying to squeeze too much messaging in a post, having to space paid content out, clog up feeds or risk feeling inauthentic with too many sponsored posts. “My favorite part about what I do,” Metrano adds, “is creating and I think this lends more opportunities for influencers to be able to create even more content, help use their authentic voice to talk about brands they love, and reach more people.”
  3. Open partnership opportunities with different creators.
    Outside of lifestyle influencers, many creators build a niche by creating a very specific aesthetic in their Instagram feeds. This often prevents them from partnering with other brands, not because they don’t believe in the product but because it wouldn’t match the style of their feed. For example, an interior design influencer may mention their dogs regularly and have the opportunity to work with a pet food brand. Even though they may like the brand and it may be right for their audience, having food-specific content, especially pet food would look out of place on their feed.

With this update, brands and agencies now have more leeway to be campaign-specific, while continuing to evolve their always-on strategies. Since every program is unique with different needs, we still recommend developing custom approaches that are audience-first and built on insights whether it’s a full funnel campaign or an Impact Moment.

 

 

 

 

 

 

 

 

These enhancements notably change the dynamic with influencer agreements and content development. As an agency specializing in both Word of Mouth Marketing and Social Media Marketing, we are thrilled with the possibilities for our clients and our influencer collaborators.

News
Empower Selects Cadent Platform to Power Advanced TV Execution for Customer Journey-Focused EMerge Platform
Cadent Introduces Next-Generation Advanced TV Platform, Bringing Together Linear and Next-Generation TV Tools for Marketers

New York and Cincinnati, 8:05 a.m. ET, Dec. 17, 2020 – Cadent, the advanced TV platform company, today announced that Empower, the independently-owned media agency known as The Un-Holding Company ℠ is the first customer of its newly upgraded advanced TV platform, which will enable advertisers to assemble and activate their television campaigns across channels with more control, transparency and ease.

Empower will use the patented TV mapping technology behind Cadent Viewer Graph as a foundational component for its consumer journey planning platform, called EMerge, which brings the capabilities of digital targeting and measurement to the TV environment to create opportunities in all phases of the consumer journey, as well as greater flexibility, efficiency, and access to and application of data during the campaign planning process.

As a data-driven agency, Empower is bringing the same rigor the agency uses with digital to the television space by incorporating Cadent Viewer Graph. Viewer Graph resolves multiple devices back to a household, a vital component of a cross-channel TV approach. The graph enables thoughtful orchestration of TV ads across linear television, set-top-box and IP address-based addressable, and OTT formats, so advertisers can deliver consistent messaging and frequency throughout their campaigns, as well as measure the impact across channels.

Cadent Advanced TV Platform provides audience building tools for building segments, buying media, optimizing campaigns, and understanding outcomes, across OTT, set-top box addressable, and linear TV advertising. Empower will use the platform to access optimization tools so that campaign performance is informed by Cadent’s wealth of historical campaign data. Cadent self-service tools will provide Empower account teams with insights on pacing, media delivery and outcome-based reporting for their clients.

The new features in Cadent Advanced TV platform include:

  • Reach audiences faster and more accurately with Audience & Identity Graph Solutions which enable advertisers to overlay specific audience attributes from the broader marketplace to create refined audience segments that can be linked directly to TV viewing, deepening campaign effectiveness. Using machine learning and billions of data points from over 500 million devices, matched to 90 million homes, Cadent Viewer Intelligence Graph helps advertisers go beyond demographics and create actionable audiences for TV advertising campaigns.
  • Maximize reach across devices with Cross-Channel TV Solutions, which include the ability to plan traditional linear GRP, audience-indexed linear TV, and audience-targeted OTT and addressable set-top campaigns.
  • Understand campaign effectiveness and efficiency with Measurement Solutions, including IQ Score, Cadent’s newly launched proprietary indexed reporting solution that helps agencies and brands evaluate the maximized reach of their campaigns, both in post and dynamically during flights.

“The ability to leverage Cadent Advanced TV platform to build and optimize audiences within one buying system will provide more relevant, thoughtfully orchestrated cross-channel experiences to our clients’ audiences across screens,” said Jim Price, CEO at Empower. “Cadent’s technology will play a critical role in how Empower’s consumer journey work comes to life in the important space of linear and addressable TV.

“This suite of solutions helps advertisers leverage their data across screens so that they’re constantly learning from their campaigns and improving the way they connect with viewers,” said Jamie Power, Chief Data Officer, Cadent. “As a partner to marketers and agencies, Cadent is proud to play a central role in building the foundation of next-generation TV.”

“Empower has always been on the forefront of in-house innovation, product development, and technology in television. Jim and Empower are bringing more accountability to TV and gaining a full understanding of audiences – where they’re watching, what they’re buying and the devices they’re using – and offering a smarter way to reach audiences and deliver on a message,” said Nick Troiano, CEO, Cadent. “We’re proud to partner with Empower to better serve brand marketers.”

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

About Empower Media 

America’s largest woman-owned media agency

Our advantage is simple: Clients first – not shareholders.

From the day we opened our doors in 1985, Empower has always challenged the media status quo.

Empower is a highly awarded and respected media agency. We are a multi-year recipient of “Agency of the Year” from MediaPost and Campaign US with honors from Ad Age and Adweek.

Our senior and experienced integrated team of Communications Strategy, Media Innovation, Media Planning and Buying, Creative, Marketing Scientists, Influencer Marketing and Data-Analytics work in collaboration on our client’s business daily.

Empower’s client tenure rate is unmatched–3X the industry average. Our clients include Tempur Sealy, Wendy’s, Brooks Running, Fifth Third Bank, Gorilla Glue, O'Keeffe's, E.W. Scripps, Jack Link’s, VTech, Bush Brothers, Zaxby’s, GNC, Famous Footwear, Ashley, LIXIL, O-Cedar, Rust-Oleum and RoC Skincare.

Empower Media is woman-run (67% female) and woman-owned – making it the largest woman-owned media agency in America.

Our offices are in Chicago, Cincinnati, Atlanta, New York, Houston and Palm Beach.

Find us on Twitter, LinkedIn, Facebook, Instagram, and online.

Empower