"At this morning's IPA Effectiveness Conference, WPP's Jane Christian dropped the most important digital marketing finding in the past decade: creators are digital's first true brand-building channel. Not via the usual they're authentic guff we've been fed for years. But in hard econometric terms that should make any CFO weak at the knees. We finally know how to use creators Analysis led by the IPA has combined 220 econometric studies across 133m of creator spend, covering 28 markets, 36 categories, and 144 brands."
"It found that creators roughly return the same return on investment in the short term to TV. For every dollar you put into creators, you get about the average amount back within 13 weeks. Better than general paid social. The real kicker is when you look at the long-term lasting returns, creators blow all channels out of the water. Over two years, they deliver the highest total ROI of any channel."
Empirical econometric analysis treating creators as a media channel shows creators deliver short-term returns similar to TV and outperform general paid social. The IPA analysis aggregated 220 studies across £133m of creator spend, spanning 28 markets, 36 categories, and 144 brands. Creators return roughly average investment within 13 weeks and provide the largest long-term media multiplier, producing the highest total ROI over two years. Creators are the first digital channel demonstrated to create clear, lasting advertising effects. This evidence positions creator investment as a strategic brand-building lever within the media mix.
Read at www.thedrum.com
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