Browsing: Industry Trends

DoubleVerify’s short form video data shows walled garden ad spend hides real performance gaps, forcing brands to rethink budget allocation.

Creator content now gets bought and judged like paid media, scored on CPA and acquisition cost, not likes or follower count.

Nano creator fees are moving from marketing to media budgets, forcing brands to treat creators as paid distribution, not branding spend.

Brands shifted paid media budgets to creators by 171 percent. Here’s why the reallocation is permanent, not a trend.

Product gifting’s ROI reputation collapsed from 71% to 20% as brands demand measurable sales, not just unboxing videos.

70% of brands now measure creator spend with paid media rigor, CPA and ROAS replace reach as the influencer marketing standard.

Audience targeting, not reach, now tops social advertisers’ pain points as signal loss and privacy rules reshape campaign planning.

Always on creator engines are replacing one-off influencer deals as brands chase compounding performance, not campaign spikes.

New data shows consumer trust in influencers hit 92% among Gen Z, exposing gaps in how brands vet creator partnerships.

Brands now test nano creator UGC against paid acquisition costs, treating 1,000 to 10,000 follower accounts as a media line, not a branding exercise.