Summary
Creator marketing is now a major growth engine, with spend approaching $44 billion and nearly half of U.S. buyers calling creators a must‑buy channel, writes Zoe Soon of the IAB’s Experience Center. However, brands still measure creator campaigns with outdated proxies, such as platform metrics, promo codes, and one‑off lifts, leaving them unable to compare creator ROI with other media. Tactically, creator programs perform well, but strategically,y they remain siloed from core media planning. Without standardized, cross‑channel metrics and verification, measurement—not creator supply—is now the main barrier to scaling investment.
Marketing Dive
Read the Full Article
The dedicated team at Newsletter Station has provided this summary for your convenience.
Harness the potential of email marketing with Newsletter Station. Reach your target audience, drive conversions, and achieve your business goals.
|
|
|
