Browsing: Industry Trends

CTV advertising growth is merging with creator budgets, forcing brands to rethink attribution, rates, and media planning structure.

FMCG and BFSI festive ad spend is climbing sharply in Asia, and the real signal is where brands are funneling creator budgets.

Brand suitability means something different in London than it does in Jakarta, and treating them the same wastes budget and invites risk.

TikTok’s 7.14 percent engagement rate dwarfs Instagram’s 4.67 percent, but smart media mix decisions need more than one metric.

The creator economy now includes freelancers, educators, and affiliates, forcing brands to rebuild how they scout, pay, and measure partners.

Founders and subject matter experts are outperforming traditional influencers in B2B, and procurement teams are paying premium rates to prove it.

AI now finds creators fast, but contracting, payment, and reporting still run on spreadsheets, and that gap is costing brands time and money.

Influencer budgets grew 171 percent, but measurement systems didn’t. Here’s why that gap is the biggest risk in marketing today.

Gifting ROI confidence fell from 71% to 20%. Here’s why brands now treat nano creators as priced performance media, not free samples.

Enterprise AI budgets just crossed a majority threshold, and the spillover into creator program funding is already visible in how brands allocate spend.