"Brands built their marketing systems for an earlier era of digital and social, not for a channel that moves this fast or spans so many surfaces. The spend is scaling faster than the systems to measure it. IAB data highlights the disconnect: 55% of advertisers still evaluate creator performance solely through social platform reporting. Only 29% integrate creator results into marketing mix modeling, and just 27% include them in multi-touch attribution. And that creates a blind spot."
"Without creator data flowing into the same systems that run the rest of marketing, CMOs can't answer basic questions: Which creators actually drive sales? What creative signals from creator campaigns can inform other marketing activities? Where should we increase investment? Other channels built this infrastructure years ago. Search and programmatic have standardized systems that connect spend to outcomes. For now, creator media is fragmented."
Advertisers will spend $37 billion on creator media in 2025, and creator media is growing four times faster than total media spend. Nearly half of advertisers consider creator media a must-buy, yet most teams still measure views, likes, and engagement instead of revenue, customer acquisition cost, or contribution margin. Fifty-five percent of advertisers rely solely on social platform reporting for creator performance; only 29% include creator results in marketing mix modeling and 27% in multi-touch attribution. Without integrated creator data, CMOs cannot determine which creators drive sales or how to allocate investment. Creator media remains fragmented and requires systems-level rebuilding.
Read at Forbes
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