"Ad revenue invested behind creator-generated content is expected to top $180 billion this year, up 20% for 2024, and could more than double by 2030, per a WPP Media forecast. Yet despite the rapidly growing investment - increasingly driven by major CPG marketers - a vast amount of creator ad spend may not be effective. About half (45%) of creator ad spend on Meta failed to deliver brand impact due to missing logos or branding in the first three seconds,"
""Brands spend a lot of time perfecting the science of their own branded advertising and thinking about what some of the best practices and creative elements that can be integrated into content to make it perform better," said Anastasia Leng, founder and CEO of CreativeX. "But all the creator ads seem to be completely devoid of those same best practices. The learnings they painfully uncovered over the last decade around what makes effective content just weren't getting applied to creators.""
Ad revenue behind creator-generated content is forecast to top $180 billion this year, up 20% for 2024, and could more than double by 2030. Rapidly growing investment, increasingly driven by major CPG marketers, faces efficiency challenges: about 45% of creator ad spend on Meta failed to deliver brand impact due to missing logos or branding in the first three seconds, and only 7% of creator content on TikTok is watched more than 25% of the way through. CreativeX launched a creator content benchmarking tool to compare creator content against industry norms and branded content, identify wasted media spend, and improve creative effectiveness. Danone is an early adopter.
Read at Marketing Dive
Unable to calculate read time
Collection
[
|
...
]