In marketing practice, programmatic characterizes the automation of advertising and communication campaigns. Until now, there was no solution that can automate and optimize the creation, management, and monitoring of influence campaigns. Here is why it’s possible today.
Using programmatic for better influence marketing campaign
Programmatic tools saw a real boom from 2009 to 2014. Today, to increase the visibility of their campaigns and to broaden the audiences affected, the agencies are now interested in completing their influence marketing strategies proposed by automating the purchase of different content from their various influencers.
It’s about providing campaign duration and visibility by re-exposing audiences in different ways, with different content, across different channels.
The goal is to ensure their memorization. This also increases their reach by ensuring their visibility by the largest number by going to other audiences (through various media & influencers).
S.M.A.R.T objectives require smart tools
Setting up an influence marketing campaign necessarily involves defining clear and smart objectives (specific, measurable, achievable, realistic and over time). Having efficient calculation and analysis tools is a major issue in terms of deliverability for the advertising agencies (predictions, reporting, monitoring…). In fact, measuring ROI is a necessity of any type of campaign.
Until now, no platform allowed agencies to evaluate the performance of campaigns before they are launched (encrypted data on publishers, performances of each of their formats & channels …). No platform allowed real-time campaigns to be evaluated in real time when they are launched until the end. Also, to generate a final dynamic white labeled report.
Using programmatic and predictive costs calculation
Internet advertising offers different billing solutions for brands so they can more easily measure the impact and return on investment of their campaign. Two major billing modes predominate:
CPM: Cost Per Mil: guarantees advertiser a cost directly related to the volume of impressions of his advertisement. The advertiser is billed an amount of money proportional to the number of displays ordered. The advertiser is assured of his visibility.
CPC: In Cost Per Click: the advertiser is only charged for clicks on advertising. If an ad is viewed 100 times, but no user has clicked on it, the advertiser will not be charged. The cost per click is often more expensive because it requires a high volume of impressions, at the risk of annoying users.
With technology, advertising agencies can now sell native custom content campaigns (influence marketing campaigns) on a CPM basis to their customers. Here’s how using FameUS:
Create your own network of influencers, easily
With FameUS, you can build or manage your own social pages portfolio by connecting or inviting publishers to connect the social pages you want to monetize.
By allowing them to connect all their social media channels, you get instant insights from the private API at a page level but also at each post format level. When you invite a publisher, he automatically get a free account linked to your agency’s account.
You can follow their activity at a page level but also the performances of any post format so that you identify in seconds which ones have the best performance to reach your customer’s goal. It means you can ensure performances to your customers without paid advertising.
The FameUS algorithm combines the exact prediction of organic performance with the most democratized ad buying model (CPM – Cost per Mille). FameUS allows agencies to face with the biggest challenge on this market: being able to sell influence campaigns using the right post formats charged at the right price. In short: better content distribution with guaranteed organic performances.
FameUS converts influencer post formats into a new potential revenue stream by predicting their future performances. It means agencies can sell content diffusion to their clients, on a CPM basis and with guaranteed performances.
Campaign management made easy
Being able to convert any social pages into an inventory of organic post formats whose you can predict the future performances is something unprecedented.
It allows you to identify how to publish content based on impressions or engagement performances, and thus drag them into an interactive media planning.
FameUS allows you to offer the same level of social performances to your customers without buying paid advertising, to increase your profit margin while still assisting your customers on the new digital practices. Finally, to give your customers a specific, available and captive audience.
Pricing & campaign validation
When drafting a campaign, once each format has been positioned in the media plan of the Campaign Manager, the involved influencers receive their allocated tasks and can accept it. You can see the overall campaign’s performances (total views, engagements, and impressions), assign a specific CPM on each format and then sell it directly to your client.
Automated reporting and real-time performance analysis
For total transparency, you can share a link allowing your client to follow the campaign in real time; from the media planning creation to the effective publication.
Why do advertising agencies need FameUS
Thanks to FameUS, agencies can sell influence marketing campaigns through organic contents without using external Influencer Marketing Platform. They can sell Influencer campaign on a CPM basis.
Brands need their agency to use FameUS: Thanks to FameUS, a brand can now increase its real earned media value by using external audiences to grow its owned media value naturally. A brand can now be exposed without being considered as regular advertisement. A brand can see how people react during engaging content consumption instead of advertising media consumption. A brand can now buy organic content on guaranteed performances while using its advertising budget instead of the marketing one. A brand can validate and follow every aspect of the campaign in real time for total transparency
Influencers need to connect with an agency on FameUS: Thanks to FameUS, they can work closely with agencies without being trapped among thousand of others publishers/influencers. Their content production and publication activity are being really valorized on all social networks. They can partner with top brands without having to approach them by themselves. They can access unique KPI’s and see what type of post they should focus on to beat the algorithm. They can invite and manage their teams to execute campaigns efficiently. They will receive a way more campaigns to execute than in any other Influencer Marketing Platform. Finally, they will be rewarded for what they really do: creating content.
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