Ä¢¹½AV

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

Despite the ubiquity of travel influencers on social media, the travel industry restrains itself when investing in social display ads. Click here to view our full forecast for US social network ad spending penetration by industry. By extension, travel leans away from mobile.

TikTok has a target to increase gross merchandise value to $17.5 billion in 2024 by aggressively courting brands, sellers, and influencers. Shein and Temu have the most overlap with TikTok Shop customers. They are thus more vulnerable to its competition, according to data from Earnest Analytics, while Amazon and eBay are relatively more insulated.

AI voice tech reshapes content marketing: ElevenLabs is helping brands scale multilingual campaigns and allowing creators to monetize their voices—but trust and authenticity remain concerns.

Influencer marketers should be especially careful about using the technology. Authenticity has long been a key facet of influencer marketing, so creators and marketers alike need to ensure their genAI efforts don’t get in the way of that. Transparency and copyright are in flux. It’s not always easy for users to identify genAI content.

Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing. On the global stage, Spain's digital ad spending growth is noteworthy.

Citations by trusted third-party sources—such as media outlets, influencer blogs, and professional forums—can reinforce a brand’s credibility in AI-powered search. Mentions across platforms like LinkedIn, YouTube, Reddit, and trusted publisher sites help build domain authority and increase the odds of appearing in AI-generated summaries. Scalable content strategies boost visibility.

Influencer and affiliate marketing are also valuable channels, though ROI can be harder to determine—an increasingly important metric during high-sales volume events like the Cyber Five. This article is part of Ä¢¹½AV’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Influencer marketing is likely to benefit from this signal loss as marketers can tap into creators that have built an audience of young users. Several platforms including TikTok, YouTube, and others are emphasizing shopping features and introducing avenues to connect advertisers with creators.

To keep pace in a complex landscape and meet increasing demands from advertisers, commerce media players need to invest in fresh channels, tools, and innovation.

P&G is spending more on influencer marketing and building virtual storefronts for Olay and other brands. That gives it more control over its brand messaging and more visibility on the platform. P&G is also taking advantage of price-conscious consumers’ propensity to use Douyin and other social platforms to comparison shop.

Consumers who connect with health influencers on social media aren’t always getting the impartial content they seek. Many social health influencers deliver sponsored content that promotes a medical treatment or service, unbeknownst to users.

GLP-1s have become exceptionally popular due to celebrity and influencer endorsements. A surge in prescriptions is coinciding with ads communicating the drugs’ benefits and where consumers can access them. Big Pharma tends to advertise more in election years, according to MediaRadar.

Creators and influencers on TikTok now face potential reductions in engagement that could result in plummeting advertising and endorsement profits. In addition, regulatory pressure and the stigma of a ban could accelerate an exodus of users and businesses toward competing social media platforms, with Meta likely benefiting the most, per CivicScience.

Affiliate partnerships may also occur through influencers, resulting in marketers allocating it as social media budget, rather than as affiliate and partner marketing budget. 5. Affiliate is increasingly important for creator income. Sponsored content is by far the biggest contributor to creator incomes in the US at $8.14 billion in 2024, per Ä¢¹½AV data.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

When it comes to social purchases, influencers are perceived as much more influential than media companies. Just over 1 in 10 consumers said that content from a media company had compelled them to make a purchase on social media. Download our survey data in full here. A word on the high-level changes affecting affiliate marketing. Google’s latest core update has shaken affiliate marketing up.