While publishers are beneficiaries from these ads, which send them free traffic, they are not involved in the buying process.
Product launches are a strong fit with inPowered’s platform. For Motorola’s Moto X Android phone, the device manufacturer wanted to continue through Q4 the consumer engagement it created when the product first launched, Nilforoush said.
Motorola used inPowered to link to Moto X product reviews on sites like The Verge, CNET and Engadget.
Users spent an average of two minutes, 55 seconds with the article. Share rates increased by 42%, and consideration of Motorola increased by 55%. Consideration figures came from survey pop-ups inPowered launched after a user completed the article.
With the engagement-based buying solution, Nilforoush hopes to solve the biggest problem he sees in the content marketing space: getting quality at scale.
“We’re not price-constrained, we’re quality- and scale-constrained,” Nilforoush said. “It’s a new ecosystem, and scale is really an issue. We haven’t come across any true native platform that delivers scale without click-baiting.”
inPowered has signed 50 brands, including UPS, Disney and Delta.