Impact Radius Unveils ‘Dynamic Payouts’ for Influencer Marketing Campaigns

By Sudipto Ghosh On Mar 6, 2018

Updated Feature from Impact Radius Manages Performance Marketing Relationships, Including Detailed Reports on Marketing Campaigns, Analysis, Tracking and Commission Payouts

Impact Radius has announced a key update to its Partner Manager Suite called “Dynamic Payouts”. Impact Radius is a natively-integrated suite of products for performance partnership marketing, ad fraud detection, media attribution, and analytics. By launching the new feature, the Partner Manager suite provider is enabling marketers to designate payouts in line with the specific value they want partners to drive. In turn, this produces stronger growth and increased efficiency, as marketers can tap into the true value of each partner relationship.

Through advanced analytics, automation of critical marketing workflows, real-time fraud protection and delivery of actionable insights, Impact Radius is raising marketing investment confidence to a new level.

Why Do Marketers Need Dynamics Payout from Impact Radius

With the rise of so many unique partnerships among content partners, including influencers, advertisers need the ability to structure different types of deals from how traditional affiliates are compensated. Sometimes an influencer who played a role in a consumer’s purchase decision was at the “top of the funnel” and doesn’t receive credit for their role in the sales conversion.

Dynamic Payouts enables users of the Impact Radius platform to more equitably account for partners that influenced and contributed to a sale but didn’t actually close it.

At the time of this announcement, Todd Crawford, Co-Founder & VP of Strategic Initiatives at Impact Radius, said, “What value means for one brand is often different from what it means for another.”

Todd added, “Dynamic Payouts is a smarter way to compensate partners, enabling advertisers to pay for what they value most, which is the spirit of performance-based relationships. Advertisers will now be able to compensate their partners in a fair and transparent way while maximizing value to their brand.”

Expanded Capabilities Available for Marketers to Leverage Partner Manager Suite

Partner Manager is Impact Radius’ offering that manages all performance marketing relationships. Dynamic Payouts is an update to Partner Manager’s Insertion Contracting capability and enables users of Impact Radius’ Partner Manager Suite to more equitably account for partners that influenced and contributed towards sales of goods or services.

Impact Radius has significantly improved the process of payouts by allowing users to set payouts based on more than 100 factors, such as customer status, margin, or the partner’s position in a conversion path which, in turn, incentivizes partners to drive higher-value sales.

Cori Pivar, Associate Director, Rise Interactive, said, “I think this release is going to change the affiliate industry, opening the door to traditional influencers who shy away from affiliate marketing because of the traditional last click model.”

Cori added, “There is a huge opportunity in the affiliate space to grow relationships with influencers, and this release will help us set up rules to ensure top of funnel partners are paid out correctly and fairly.”

Rise Interactive’s clients on the Impact Radius platform include Atkins, eFollett, Hickory Farms, Harry’s, RCN, and Ulta.

“The new IO system from Impact Radius will allow us to look at partnerships in ways we have never done before,” said Mike Currey, Affiliate Manager, T-Mobile.

Currently, Impact Radius is transforming the way advertisers handle media and performance marketing partnerships. The natively integrated suite of products enables digital brands and agencies to maximize their return on global marketing spend by providing a single trusted view into the consumer journey – including all marketing touch points, from initial ad impression through acquisition, and across all devices and channels.