OML's Hypothesis pursues global expansion

Indian artist management, event management company, and content production house Only Much Louder's (OML) technology division, Hypothesis, which specialises in AI-powered influencer marketing, has announced plans to expand its operations into several international markets by 2025.

The initial phase of this global expansion will target the Asia-Pacific region, including Singapore, Australia, Malaysia, the Philippines, Vietnam, and Thailand; the Middle East, including Abu Dhabi, GCC nations, Egypt, Lebanon, Saudi Arabia, Kuwait, and Qatar; strategic African locations such as Kenya, Nigeria, and South Africa; and the USA.

Himani Agrawal, senior vice president of product and analytics at Hypothesis, OML, highlighted the importance of data-driven insights in influencer marketing. "As brands and audiences increasingly seek authentic engagements, Hypothesis is responding by providing a comprehensive evaluation toolkit that utilizes over 100 data points, ranging from analyzing posting patterns to assessing the authenticity of engagements. Our self-serve mode also allows brands to independently initiate impactful influencer campaigns," she stated.

OML's decision to expand Hypothesis into these diverse markets is driven by the significant growth observed in influencer marketing, which has registered a 33.4% compound annual growth rate in key regions such as Australia, Asia-Pacific, the Middle East, and Africa, according to a SkyQuest Technology report. The US, Asia-Pacific, and the MENA region have also emerged as significant players in the global influencer marketing scene, propelled by advancements in technology and a heightened demand for data analytics.

In response to the strong demand for innovative influencer marketing solutions, OML has strategically selected these regions for Hypothesis' expansion, acknowledging their potential for growth. The technology division will work with international brands and agencies to implement data-driven influencer marketing strategies aimed at maximising returns on audience engagement and conversion.

Gunjan Arya, CEO of OML Entertainment, provided details on the company's market penetration goals. "We aim to infiltrate these markets at a rate of 5% to 10% in the first year and will track our customer acquisition rate, targeting a 15% to 20% increase to gauge our effectiveness in reaching new audiences," Arya explained.

The company expects to derive over 35% of its revenue from its global expansion efforts. It also aims for half of its website and social media engagement to come from international audiences as part of its strategy to build a global community.

Since beginning its international expansion across Southeast Asia, the Middle East, Africa, and Eastern Europe, OML has developed a large network of channel partners, including creators, creator management agencies, and agency partners.