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.
IAB’s data puts creator ad spend at $44 billion, but the real story is where growth concentrated and where budgets stalled.
AI Overviews are cutting search CTR by 18%. Here’s how brands must rebuild funnels for zero-click discovery, from top of funnel to close.
Generative search now drives half of product research, forcing brands to rebuild funnels around AI visibility, not just clicks.
AI adoption in creator discovery, briefs, and reporting is the real signal of creator economy maturity — not spend totals.
Circana’s incrementality data shows most brands underspend on influencer marketing relative to proven ROI. Here’s how to find your ceiling.
Most creator deals end after one post. Here’s a framework for turning transactional influencer relationships into repeat, ROI-positive partnerships.
Circana’s incrementality data exposes reach and engagement as vanity metrics — here’s how to rebuild your influencer measurement framework around actual sales lift.
eMarketer projects amplification spend will match flat-fee sponsorships by 2027 — here’s how brands should rebuild budgets now.
The creator economy is moving from one-off deals to strategic media partnerships. Here’s how brands should evaluate the shift.
AI automation is driving ad-tech stack consolidation, pushing media teams to cut redundant vendors and rethink martech spend.