SAN FRANCISCO–inPowered, the programmatic content amplification company that enables advertisers to promote their content at scale and only pay for post-click engagement across over 40 native and social networks, introduced and made available its one of a kind sponsored content marketplace. Transactions occur on a cost per engagement (CPE) basis, not cost per custom content package, across a network of over 300 publishers globally. So rather than paying the publisher’s flat fee for the custom content package, the advertiser would only pay for individual user engagements with sponsored content.
Using artificial intelligence, its technology doesn’t optimize for the click-economy, but rather, time on site with sponsored, earned and owned content. This is a critical evolution in sponsored content for advertisers because, until now, they had no way of knowing if the publisher-produced content resulted in actual user engagement.
According to Boston Consulting Group, advertisers in the US have been increasing spend on sponsored content 20% year over year since 2014, with spending projected to reach $25 billion by 2019. Ultimately, the inPowered marketplace eliminates economic waste in sponsored content and brings complete transparency to the relationship between advertisers and publishers.
“Until today, advertisers buying sponsored content paid a flat fee for production and placement on a publisher’s website,” said Peyman Nilforoush, CEO and co-founder, inPowered. “Our new offering allows advertisers to avoid paying production costs altogether by only paying for sponsored content performance.”
The technology connects advertisers with publishers to create long-form native advertising, or sponsored content, in a turnkey fashion at no cost to the advertiser for its production. Post publishing, advertisers only pay when the content is engaged with by a user for 15 or more seconds – a CPE pricing model. This is significant because, according to Chartbeat Analytics, 70% of users who engage with sponsored content past 15 seconds will consume 80% of the content.
The platform drives even further brand engagement using a call-to-action slide in on sponsored content engaged with for 15 seconds or longer in the active window. This allows advertisers to directly measure the sponsored content’s impact on brand consideration, affinity, purchase intent and the buyer’s journey.
In 2014, inPowered’s technology helped brands identify and amplify third-party content (earned media) resulting in nearly a 400% lift in purchase consideration, as compared to standard online advertising, and up to 14x ROI. Later it began amplifying branded content (owned media) and sponsored content, too.
After listening to its customers, who wanted to pay for post-click engagement and not clicks, inPowered introduced the first ever CPE pricing model in 2015. In 2018, it introduced its one of a kind sponsored content marketplace – connecting advertisers and publishers to create content using CPE pricing.
By only charging advertisers for users that spend a minimum of 15 seconds reading or watching sponsored content, inPowered enables brands to stop wasting ad dollars on under-performing sponsored content. Instead, advertisers can focus on the time consumers spend with sponsored content. Ultimately, this leads to more meaningful conversations with consumers and guarantees sponsored content investments perform.