"The Interactive Advertising Bureau is working on developing guidelines around the measurements on which creator-brand deals are purchased, i.e. the currency underpinning those transactions. That effort is being handled by a measurement sub-stream within the industry organization that is being co-led by Jamie Gutfreund, founder of creator marketing firm Creator Vision. "None of us would be bold enough to say that we're going to come up with one definitive metric. We're going to do our best to come up with currency measurement that people can agree on," Gutfreund said during a Q&A session with reporters following a virtual event that IAB held on Tuesday. Asked when those guidelines are expected to be available, Gutfreund said, "we would like to have something by next September.""
"Advertisers are spending significant amounts of money on creators, but the economic foundations for those deals aren't as robust as the budgets. This year advertisers are projected to spend $37 billion on creators, a 26% increase year over year, with nearly half of U.S. ad buyers categorizing creators as a must-buy marketing category, according to stats shared by IAB's Experience Center vp Zoe Soon during Tuesday's event. "The volume of spend going into creators rivals CTV. It's not emergent anymore," said JiYoung Kim, COO for North America at WPP Media, during Tuesday's event. What has yet to emerge, though, is a metric"
Search benefits from a clear, differentiated pricing model—cost-per-click—that attracts advertiser spend. Creators lack a comparable standardized pricing metric, leaving creator-brand transactions without a consistent currency. The Interactive Advertising Bureau is producing measurement guidelines through a co-led measurement sub-stream to define the measurements that underpin creator deals. The IAB aims to have guidance by next September to align with advertisers' annual budget planning. Advertisers are projected to spend $37 billion on creators this year, a 26% increase, and nearly half of U.S. ad buyers classify creators as a must-buy category. Creator spend now rivals CTV, but a consensus metric has not yet emerged.
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