"Marketers are racing to work with creators this year, with US ad spending in the category estimated to hit $37 billion by year's end, according to a new report from the Interactive Advertising Bureau. That's up 26% year-over-year. The vertical is growing four times as fast as the overall media industry, per IAB's analysis. For context, the largest digital ad segment tracked by the IAB last year was search, at $102.9 billion."
"There are three things driving the spike in interest in creators among brands, said Zoe Soon, an IAB VP who focuses on emerging advertising channels like the creator economy and gaming. First, influencers have a "built-in distribution" network to serve ads across social channels. Second, they have proven cultural relevance among young people. And third, they have the ability to connect with "ad-avoidant" Gen Z consumers at a time when there are "diminishing places that you can reach them," Soon said."
US advertiser spending on creators is projected to reach $37 billion in 2025, a 26% year-over-year increase and nearly triple the 2021 total. Creator ad spend is growing four times faster than the overall media industry while search remains the largest digital ad segment at $102.9 billion. Brands are prioritizing creators because influencers provide built-in distribution across social platforms, hold cultural relevance with young audiences, and can reach ad-avoidant Gen Z amid shrinking traditional touchpoints. Creators are now considered more of a must-buy than other emerging categories like connected TV and commerce media.
Read at Business Insider
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