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OMD Partners With Influential To Create OMD I-Score™ Celebrity Influencer And Brand Matching System
[February 07, 2018]

OMD Partners With Influential To Create OMD I-Score™ Celebrity Influencer And Brand Matching System

NEW YORK, Feb. 7, 2018 /PRNewswire/ -- Omnicom Media Group agency OMD has teamed up with Influential, an A.I. influencer technology and Social Intelligence™ firm, to create the OMD I-Score™, an A.I. and machine learning-powered, variable scoring system that aims to become the new standard of matching brands and talent in the social media influencer age, using a number of factors to determine authenticity.

The OMD I-Score system was conceived as a variation Q Score, a system that rates celebrities, brands, or entertainment properties, based on familiarity, popularity, and likability. The I-Score is different in that it factors demographic, contextual, and psychographic analysis to determine the authenticity of the match between celebrity and social media influencers and brands. In addition, the system can detect paid vs. organic brand mentions, bot followers, and it also measures brand safety by way of MPAA-style ratings, similar to the way that movies eceive their ratings. The I-Score also has a tone analyzer function that measures whether the talents sentiment is positive, neutral, or negative towards brands they mention; and can even detect bots within an influencer's audience – a critical function in the wake of recent revelations about the incidence of fake follower counts.

The I-Score is largely determined using social media data, though it includes other data sources from outside social, as well, to inform the talent's relevance to a brand. This gives brand marketers a full 360º view of their talent from their level of celebrity to their authenticity and performance.

"Our development of the OMD I-Score was born out of a desire to create a system that uses A.I. and machine learning to find the most authentic matches between influencer talent and brands," said Doug Rozen, Chief Digital & Innovation Officer at OMD Worldwide. "While we don't want to completely remove the human element in talent selection, the I-Score gives us the ability to make smarter decisions, leading to better results."

In beta, the first campaign that utilized the OMD I-Score was for a financial services company, and featured a former U.S. Olympic Gold Medalist gymnast. Over a 30-day period her FTC-compliant campaign post outperformed 91% of her other unpaid, organic video posts.

"Social media is the largest crowd sourcing of public opinion, in human history," said Ryan Detert, CEO of Influential. "The I-Score allows us to tap into this amazing wealth of social data and utilize it to inform the best way to bring together talent and brands."

OMD Worldwide, an Omnicom Media Group agency, is the leading global media communications agency, with more than 10,000 employees across 100 countries serving the world's most high-profile brands.  

Influential is an A.I. influencer technology and Developer Partner of IBM Watson, with offices in Beverly Hills, New York City, and Las Vegas.

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