MOGL, an AI-powered athlete influencer marketing platform, is introducing a new feature, Athlete Paid Social, for brands to run campaigns directly on athlete social accounts, similar to programmatic media buying.
Founder Ayden Syal described Athlete Paid Social as “scaled influencer whitelisting” with brands benefitting from improved audience targeting through MOGL’s data platform.
A beta test of Athlete Paid Social with ProStyl Sports, a fitness training app, showed that its paid media campaign across Meta-owned apps had a 36-cent cost per click, compared to a $1.50 industry benchmark, and a click through rate of 2.46%, which is five times higher than the standard.
“The core value here is that they’re able to pair their ads with athlete authenticity, trust, credibility, and they’re getting significantly better dollar-for-dollar performance on every ad dollar spent,” Syal said. “We are enabling programmatic advertising through influencer channels with this, which doesn’t exist anywhere in the market today.”
Athletes on the MOGL platform opt into the platform and then have the ability to benefit from a passive income stream, receiving a percentage of the media spend. Ads that run will be tagged as being in paid partnership with the brand.
For MOGL, the undertaking required investment into its AI capabilities and staff over the past year and a half to better match athletes with brands based on first-party data and audience demographics, which Syal called “the foundation for this entire offering.”
MOGL, which started when college athletes could commercialize NIL opportunities, now has more than 30,000 athletes from 1,100 schools and 42 sports on its platform. Notable brands to have worked with MOGL include Toyota, NBC Sports, Applebee’s and True Religion.
