SOURCE: inPowered

inPowered

November 05, 2012 08:00 ET

inPowered, Inc. Launches Industry's First Earned Advertising Platform

Company Enables Brands to Amplify What Experts Are Saying About Them

SAN FRANCISCO, CA--(Marketwire - Nov 5, 2012) -

CORE NEWS FACTS

  • inPowered, Inc. launched today, introducing the industry's first Earned Advertising Platform to dramatically change the way online advertising is done. Leveraging a brand's most trusted marketing asset -- earned media -- the platform enables brands to amplify what experts are saying about them.
  • Similar to Facebook Sponsored Stories, which uses endorsements from friends to develop ads on Facebook, inPowered's self-managed platform uncovers recommendations from experts and allows brands to promote that content across the web and social channels to influence consumers.
  • With the platform, marketers can discover the most influential expert stories about their brand; create and manage earned advertising campaigns across the web and on their own social channels; and measure the results. Pricing for the platform is based off content that is consumed -- not eyeballs and impressions. 
  • When considering a purchase, 76 percent of U.S. adults rely on articles, blogs, reviews and video from knowledgeable experts. This is particularly true for mid to high value purchases such as a flat screen television or automobile.
  • By leveraging the credibility of industry experts, advertisers dramatically improve brand preference and purchase consideration. In a study by Marketing Evolution, brands experienced nearly 4x lift in purchase consideration as compared to standard online advertising and up to 14x ROI after using inPowered's Earned Advertising Platform.
  • For the past 11 months, a limited version of inPowered has been a product of NetShelter Technology Media. In that time it gained industry recognition and became a key strategic solution for top tech brands like Samsung. Upon seeing the value that expert content brought to its customers, the co-founders decided to launch inPowered as a separate company to enable earned advertising for all brands.
  • NetShelter remains a subsidiary of inPowered and a key distribution channel to reach the largest technology audience (150 million unique monthly visitors) on the web.

PRE-APPROVED QUOTE FROM PEGGY ANG, VP OF MARKETING, SAMSUNG 
"inPowered plays a critical role in our advertising strategy; it is the key tool for amplifying our message," said Peggy Ang, vice president of marketing of Samsung. "We might have thousands of articles online, but inPowered tells us the top 10 stories that people are reading, and then amplifies them to the wider network. The measurement functionality enables us to devise a strategy for communicating the right message that resonates with consumers."

PRE-APPROVED QUOTE FROM JEREMIAH OWYANG, ANALYST, THE ALTIMETER GROUP 
"Advertising or paid media has typically led marketing initiatives, but advertising no longer works as effectively as it did unless bolstered by additional marketing channels," said Jeremiah Owyang, analyst, The Altimeter Group. "For brands, earned media is the most elusive and difficult of the three channels. It's really the holy grail of marketing. Earned media is the most trusted source of information that people have between each other and therefore it resonates the most."

PRE-APPROVED QUOTE FROM PEYMAN NILFOROUSH, CEO AND CO-FOUNDER, INPOWERED 
"Marketers have always known that word-of-mouth or earned media has been the most impactful form of influencing purchase consideration as it comes from people we trust," said Peyman Nilforoush, CEO and co-founder, inPowered. "Advertising reaches the masses but lacks credibility and influence as people are increasingly bombarded with a tsunami of ad messages. inPowered takes trusted content about your brand and amplifies it, thus influencing consumer behavior."

PRE-APPROVED QUOTE FROM PIROUZ NILFOROUSH, PRESIDENT AND CO-FOUNDER, INPOWERED 
"It all starts with helping marketers discover what experts are saying about them so they can easily amplify their top stories across the web," said Pirouz Nilforoush, president and co-founder, inPowered. "With one click you can turn the stories that you love into earned advertisements and promote these stories across relevant pages -- it's really that simple. And in the end, we're able to show you how many more people you've been able to influence as a result of amplifying your earned media."

ABOUT INPOWERED
inPowered is changing the world of online advertising. The company has created an Earned Advertising platform that enables brands to amplify what experts are saying about them. The platform discovers positive articles and blog posts authored by credible experts and helps marketers promote that earned media through paid advertisements across the web as well as to their own social channels. Unlike other forms of paid advertising, inPowered harnesses the trust and credibility of earned media to influence consumer behavior. More information is available at inpwrd.com.

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