The creator economy is evolving into a full media channel with dedicated ad spend and established marketing playbooks. Measurement fragmentation, lagging price standardization, and inconsistent attribution prevent it from being treated like TV, paid social, programmatic, or search. Marketers increasing influencer budgets expect clear measurement, returns, and business outcomes. U.S. brand spend on influencer marketing is projected to rise from $10.5 billion to $13.7 billion by 2027. Creators are being integrated into broader campaigns, including in-person events, out-of-home, and traditional broadcast; major activations have appeared around the Super Bowl and talent hires by networks like ESPN.
The creator economy is growing into a fully formed media channel - complete with dedicated ad spend and marketing playbooks. But according to seven influencer marketing experts, the creator economy has measurement issues that could stunt its further growth. Measurement fragmentation, lagging price standardization and inconsistent attribution hold it back from becoming a true media channel like TV, paid social, programmatic or search.
And there's the $13.7 billion U.S. brands are expected to spend on influencer marketing by 2027, up from $10.5 billion this year, according to eMarketer. Creators and influencers have broken out of social media spend and marketers are integrating creators into broader campaigns, including in-person events, out-of-home campaigns and traditional broadcast spots. Take this year's Super Bowl, for example. Last year, big name influencers were spotted in ads. This year, they took a bigger role as brands hired influencers to host live events and stay at creator-only houses to make content for brand deals.
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