Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
Creator-produced reviews and tutorials now outperform brand content in AI answer citations. Here’s how to measure and optimize your earned media share.
Gary Lineker’s Goalhanger and deals like Invisible Media reveal why sports creator IP is now a premium brand partnership category worth serious budget allocation.
AI now mediates 45% of local discovery. Here’s how brands with physical locations must redesign creator programs to win recommendations in AI-powered local search.
Invisible Media and Goalhanger Ventures signal a new VC-backed format economy. Here’s how brand strategists should evaluate sponsorship in specialist niche creator IP.
CTV ad spend will top $42B by decade’s end. Here’s how CMOs should build creator content infrastructure and platform relationships now to compete.
Generative AI is collapsing the line between software and service spend. Here’s how brand leaders must restructure procurement, agency relationships, and internal capability to stay competitive.
Niche platforms and specialist formats are minting a creator middle class that’s rewriting rate benchmarks and exclusivity terms — here’s what brands must know before their next negotiation.
CTV consolidation around Google, Netflix, and Amazon is reshaping how brands value creator content. Here’s what it means for your streaming ad strategy.
One in four Gen Z shoppers now starts product searches in AI. Here’s how to reallocate creator content budgets across platform-native and generative-search-optimized formats.
Generative AI services spending is restructuring the $422B ad market. Here’s what CMOs must do now to stay competitive and protect budget ROI.