Earlier this month, Madrid-based social media group SAMY acquired Get Engaged, the US social and Influencer Marketing agency working with DoorDash, Sephora and Raising Cane’s.
The deal: cash and equity, valued in the low nine figures, according to ADWEEK. (Sources in comments.)
I want to comment on the direction of this deal:
💥 A European group bought its way into the US influencer market. And the sellers named the prize themselves: SAMY’s “data, technology, and global reach”, in cofounder Cameron "Cam" Fordham's words.
So...
Data first.
When influencer agencies trade at nine figures, the asset being priced is the measurement layer: verified audiences, campaigns that report transparently, results a buyer can audit. Nobody pays that kind of money for claims.
It extends a pattern from this autumn: in August, Nielsen paid $2.15 billion for verification (see my post in comments). In September, Coca-Cola asked its next agency for attribution. In October, an influencer agency sold for nine figures on the strength of its data story.
At MOCAPP, our #InfluencerMarketing platform and agency, we work with brands like Kaufland, Revolut, LC Waikiki and ING Bank on the same foundation: audited creator data and transparent reporting.
My take: The creator economy, and especially Influencer Marketing, has become a data business! And the market is now pricing it like one.
Photo: Get Engaged, via Adweek.
The deal: cash and equity, valued in the low nine figures, according to ADWEEK. (Sources in comments.)
I want to comment on the direction of this deal:
💥 A European group bought its way into the US influencer market. And the sellers named the prize themselves: SAMY’s “data, technology, and global reach”, in cofounder Cameron "Cam" Fordham's words.
So...
Data first.
When influencer agencies trade at nine figures, the asset being priced is the measurement layer: verified audiences, campaigns that report transparently, results a buyer can audit. Nobody pays that kind of money for claims.
It extends a pattern from this autumn: in August, Nielsen paid $2.15 billion for verification (see my post in comments). In September, Coca-Cola asked its next agency for attribution. In October, an influencer agency sold for nine figures on the strength of its data story.
At MOCAPP, our #InfluencerMarketing platform and agency, we work with brands like Kaufland, Revolut, LC Waikiki and ING Bank on the same foundation: audited creator data and transparent reporting.
My take: The creator economy, and especially Influencer Marketing, has become a data business! And the market is now pricing it like one.
Photo: Get Engaged, via Adweek.
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