Kristen Dolan, SVP of Growth at Influential, proposes a significant shift in advertising strategies, moving from traditional linear upfronts to embracing creator content. With the decline of cable viewership, advertising dollars must shift to platforms where audiences are engaging, such as connected TV and streaming services. The rise in streaming, which accounts for over 43% of TV viewing time, underscores the necessity for brands to invest in original creator content. Additionally, platforms like Meta and Spotify are rolling out monetization programs to adapt to this changing landscape.
The advertising industry will still have linear upfronts (for now), but there will be a new upfront in the form of creator content.
Fewer people are watching cable, leading to a swift investment shift to CTV, as advertising dollars have to follow viewer attention.
Streaming platforms will need to invest in creator content to meet the growing demand for originality and increased viewer engagement.
Platforms like Meta and Spotify are monetizing content amid the shifting landscape, indicating a strategic pivot in how brand dollars will be allocated.
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