"Advertising spend in the creator ecosystem is expected to hit $37 billion for 2025, according to a new report from the Interactive Advertising Bureau. The 2025 Creator Economy Ad Spend and Strategy Report, which was released on Thursday, found that investment in the industry increased by 26% year-over-year, a surge that is four times greater than investment in the media industry overall."
"The report also found that nearly half (48%) of surveyed ad spenders now consider creators a "must buy," only ranking them behind social media and paid search. Those surveyed also revealed their top goals when partnering with creators: Building brand awareness was the top campaign goal with 43% of surveyed companies listing it as a priority; that was followed by reaching new audiences (41%), enhancing a brand's reputation or trust in the brand (35%) and driving online sales (32%)."
Advertising spend in the creator ecosystem is expected to reach $37 billion in 2025. Investment in the industry increased 26% year-over-year, four times greater than total media's 5.7% growth. Ad spend more than doubled from $13.9 billion in 2021 to $29.5 billion in 2024. Nearly half of surveyed ad spenders consider creators a "must buy," ranking behind social media and paid search. Top campaign goals with creators include brand awareness (43%), reaching new audiences (41%), reputation or trust (35%), and driving online sales (32%). Brands prioritize creator reputation (58%) and audience alignment (56%) and seek more consistent measurement; subscriber and view counts are public, while engagement rates often require third-party tracking by companies like CreatorIQ.
Read at TheWrap
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