Programmatic Advertising Forecast and Ad Tech Trends H2 2024Retail Media and Other Walled Gardens St.
2025-03-12
25页
5星级
OCT 2024Evelyn Mitchell-WolfBringing Together Walled Garden and Open Web AttributionAd Measurement Trends H2 2024The long-awaited depreciation of third-party cookies in Chrome is on hold again,but measurement challenges remain.As privacy legislation gathers steam,advertisers are revitalizing an old-fashioned tactic,media mix modeling,to get the full picture of how paid media drives outcomes.This EMARKETER analyst report examines how advertisers can achieve comprehensive measurement across channels and platforms.Compliments ofCopyright 2024,EMARKETER Inc.All rights reserved.Page 2Compliments ofContentsExecutive Summary 3Holistic measurement has been made more challenging by signal loss 4Platforms with first-party consumer data will continue to expand their ad market influence 4Retail medias importance has increased as legacy identifiers blink out 4Smaller open web publishers will become dependent on alternative IDs and browser-backed solutions 6Successful alternative IDs are deterministic and interoperable 6Googles Attribution Reporting API has shown promise in early tests 7The full-funnel,omnichannel puzzle requires a multifaceted measurement approach 8Advanced MMM paints the big picture 8Incrementality helps optimize platform selection 9Platform-level reporting can shed light on the relative performance of different ad formats and creative assets 10EMARKETER Interviews 13Read Next 13Copyright 2024,EMARKETER Inc.All rights reserved.Page 3Compliments of Signal loss is making comprehensive ad measurement harder.As third-party cookies and other legacy identifiers become less reliably available,advertisers have prioritized channels with large logged-in audiences.But limitations around user-level data make it difficult to assemble a complete picture of performance.Retail media networks(RMNs)are capitalizing on closed-loop attribution.Retailers first-party purchase data is a built-in measurement advantage and a big draw for advertisers.As a result,retailers are attracting more programmatic ad spending and striking data and inventory deals with other major advertising players.But closed-loop attribution doesnt solve for cross-platform measurement.Self-reporting platforms have been known to over-attribute outcomes to their own media.And without user-level data,differences in reporting methodologies make it difficult to compare walled gardens with one another.The open web has its own challenges.Urgency around cookieless alternatives has died down since Google announced plans to move to a consent-based cookie model for Chrome.But web publishers are already struggling to monetize cookieless,ID-less audiences.By including unverified audience data in bid requests without buyers knowledge to make inventory more appealing,some sell-side players may be derailing measurement strategies.Advertisers need a measurement stack.There is no sole measurement tool or tactic that satisfies every measurement function throughout the campaign life cycle.A multifaceted measurement approach that includes media mix modeling(MMM),incrementality,and platform reporting can provide comprehensive insights for data-driven decision-making.Executive SummaryAd Measurement Trends H2 2024Copyright 2024,EMARKETER Inc.All rights reserved.Page 3Compliments ofCopyright 2024,EMARKETER Inc.All rights reserved.Page 4Compliments ofHolistic measurement has been made more challenging by signal lossFirst-party consumer data is driving ad spending decisions.Signal loss instigated an advertiser flight to data-rich channels less reliant on cross-site or cross-app tracking for targeting.About half of advertisers surveyed by the Interactive Advertising Bureau(IAB)in February 2024 planned to increase spending across connected TV(CTV),social media,and retail media,all of which benefit from large logged-in audiences.But cross-platform measurement remains a challenge.Platforms often limit access to user-level ad performance or delivery data due to their own financial interests or legal requirements regarding privacy,the latter of which are mounting by the quarter.Even when user-level data is available,metrics from one platform are rarely easily compared with metrics from another.As marketers attempt to piece together a full,nuanced picture of how their paid media affects outcomes,the old-fashioned measurement tactic of MMM is coming back into vogue,and new players are rising to prominence.Platforms with first-party consumer data will continue to expand their ad market influenceWhere available,logged-in audiences mitigate the effect of signal loss on targeting strategies.But unless the platform is also an ecommerce hub,it wont have transaction data to connect sales to ad exposures.Retail medias importance has increased as legacy identifiers blink outClosed-loop attribution has become more attractive.As cookies and other legacy identifiers(e.g.,mobile ad IDs,IP addresses)become scarcer,platforms with built-in measurement advantages have benefited.Thats especially true for RMNs,which will account for over 1 in 10 programmatic display ad dollars this year,per our forecast.Retailers are using their purchase data to partner with ad tech and media platforms.Many of these relationships center on enhancing targeting and/or connecting retail media advertisers with relevant off-site ad supply.But measuring outcomes is also a common theme.Copyright 2024,EMARKETER Inc.All rights reserved.Page 5Compliments ofCommerce media networks may also start to form similar partnerships,even if closed-loop attribution isnt a key feature of their ad offering.Some financial and travel media networks lack the SKU-or brand-level first-party purchase data needed for comprehensive bottoms-up attribution.As a result,retailers and commerce intermediaries have a leg up,at least where measurement is concerned.What is commerce media?At its core,“commerce media”refers to digital advertising powered by first-party transaction data.Commerce media networks are powered by companies whose core business is selling products or services versus selling advertisements.All retail media is commerce media,but not all commerce media is retail media.For a deeper dive into commerce media,check out our August 2024 report:“Commerce Media Explainer 2024.”Copyright 2024,EMARKETER Inc.All rights reserved.Page 6Compliments ofBut problems arise when advertisers try to assign credit for a conversion across multiple RMNs and other walled gardens.Thats because self-reporting platforms have been known to over-attribute,and also because brands arent given access to the user-level data necessary to track each and every exposure for each individual consumer.And automated optimization algorithms are further complicating matters.AI-powered products like Googles Performance Max(PMax),Metas Advantage ,and TikToks new Smart offering use opaque methodology to place ads across their pools of inventory.Reporting limitations associated with these products make it even more difficult to compare platforms against each other.Advertisers are left with probabilistic approaches to attribution.Third-party measurement providers can connect to brands marketing data via application programming interfaces(APIs)and apply statistical models to determine which platforms are driving outcomes.This work can also be done in-house,but there is a hefty convenience tradeoff.Smaller open web publishers will become dependent on alternative IDs and browser-backed solutionsOutside of walled gardens,publishers are struggling to monetize unknown(or logged-out)audienceswhich are less addressable and therefore less desirable to audience-focused advertisers.Even when users do log in,privacy-compliant measurement is anything but straightforward.Advertisers are more concerned about measurement on the open web than walled gardens.When Digiday and PubMatic asked performance marketers in June and July 2024 about obstacles impeding optimization efforts,30%cited attribution and measurement complexity as a challenge on the open web compared with 8%for walled gardens.“Complexity”may be an understatement considering the dozens of cookieless alternatives vying for marketers(and publishers)adoption.Successful alternative IDs are deterministic and interoperableThe urgency around alternative IDs has fizzled.Alternative IDs can solve for more than cookieless digital targeting;some also facilitate cross-device and cross-media measurement.But without a looming cookie deprecation deadline,many advertisers and publishers cant indefinitely prioritize testing tech that isnt soon to be mission critical.Googles U-turn on cookie deprecation shouldnt deter advertisers from pursuing cookieless measurement solutions.To learn why,read our August 2024 report:“Chromes New Path for Privacy.”Still,the alternative ID space is evolving.According to Mike OSullivan,co-founder of Sincera,successful alternative IDs broadly fit into one of two categories:Universal deterministic IDs.These solutions use information known to belong to an individual(e.g.,email addresses,phone numbers)to match user profiles with a high degree of accuracy.The IDs are usually encrypted but persistent across the ecosystem,meaning two parties targeting the same end user would be using the same ID.Examples of two IDs falling in or getting closer to this camp include The Trade Desks Unified ID 2.0(better known as UID2)and ID5.First-party data enablers.These solutions allow advertisers and publishers to leverage their own first-party data for targeting and measurement.They are not meant to be universal but instead act as bridges between one company and the entire digital ecosystem.Examples of companies offering IDs falling in or getting closer to this camp include 33Across and LiveIntent,the latter of which is being acquired by Zeta Global.Probabilistic identifiers,which use multiple data points to infer a users identity,are foundering on the open web,per OSullivan.Interoperability is also key.At present,no single ID has enough scale to replace third-party cookies wholesale.Thats driven marketers and agencies to adopt a portfolio approach to cookieless identity resolution,per research from Lotame.If an ID isnt interoperable,it is unfit for purpose.Copyright 2024,EMARKETER Inc.All rights reserved.Page 7Compliments ofWhen no cookie or alternative ID is available,ID bridging has become more prevalent.ID bridging is the sell-side practice of connecting the dots between available signals to infer a users identity and communicate it to prospective buyers.As of February 2024,Basis Technologies observed ID bridging occurring in about 10%of web display bid requests that purported to have a cookie ID.The frequency has been reduced since Basis began cracking down on the practice.Unless buyers are aware of and agree to ID bridging,it can complicate measurement by introducing mismatched IDs and misattributed conversions.The IAB Tech Lab has introduced updates to the OpenRTB spec to facilitate more transparency around ID bridging.But ultimately,its up to each buyer to do their due diligence with their sell-side partners.Googles Attribution Reporting API has shown promise in early testsMomentum around alternative IDs isnt the only casualty of Google walking back its cookie deprecation plans.Chromes Privacy Sandbox initiative has also suffered setbacks in testing and adoption.But prior to Googles announcement,ad tech platforms playing in the Sandbox reported that the Attribution Reporting API(ARA)had produced promising results.ARA had a lot of overlap with cookie-based measurement in initial tests run by MiQ.Of all the unique users who converted(i.e.,visited a landing or conversion page)in the test data,84.9%showed up in both ARA reporting and cookie-based reporting.ARA captured 3.7%of converters that cookies did not,although some of those converters are presumably noisefictional conversion events that are added to reporting as an additional layer of privacy protection.An 84.9%match rate is especially favorable compared with match rates for alternative IDs based on first-party data,which typically range between 40%and 80%,according to MiQ.ARA will work with Googles other measurement tools.Although advertisers may not be ready to accept ARA with open arms,Google Analytics 4(GA4)is designed to be interoperable with the Privacy Sandbox protocol.As of July 1,2024,advertisers no longer have access to Googles Universal Analytics product,which means the forced migration to GA4 is complete.If an advertiser adopts ARA,theres one less measurement tech integration to worry about.But ARA is currently only available for Chrome,meaning it does not solve for attribution across all browsers,devices,and closed platforms.For advertisers to get a complete picture,theyll need to invest in multiple measurement tools.Copyright 2024,EMARKETER Inc.All rights reserved.Page 8Compliments ofThe full-funnel,omnichannel puzzle requires a multifaceted measurement approachThere is no measurement tool or tactic that,on its own,offers the right level of granularity to satisfy every measurement functionbudget allocation,optimization,verification,and performance assessmentat all levels for all platforms.Instead,advertisers are best served by a measurement stack comprising multiple approaches.Advanced MMM paints the big pictureMMM accounts for various media attributes(e.g.,price,reach,quality and performance benchmarks)to assess and predict the effect of paid media on a brands sales.Expanding from media mix modeling(MMM)to marketing mix modeling factors in nonmedia marketing activity(e.g.,press coverage,promotional pricing of products or services)as well as external factors(e.g.,weather,macroeconomics).Marketers believe MMM is the best type of measurement for identifying drivers of business outcomes,according to a July 2024 survey EMARKETER conducted with Snap.Even so,its best practice to calibrate MMM outputs with experimental benchmarks that validate the causal relationship,according to Julian Runge,assistant professor of marketing at Northwestern University,and William Grosso,CEO of Game Data Pros.Copyright 2024,EMARKETER Inc.All rights reserved.Page 9Compliments ofIn addition to its comprehensiveness,MMM has privacy benefits.Because it doesnt require user-level data,MMM has seen a resurgence since signal loss has made multitouch attribution less viable.MMMs lack of granularity is a shortcoming,especially considering its resource intensiveness,which can limit accessibility for smaller brands.MMM requires expertise in statistical modeling and is typically executed by a third-party partner.In addition to the monetary expense,it takes time for advertisers to compile the necessary data inputs and more time still to receive actionable results.Currently,MMM is best suited for high-level measurement.Its a powerful tool for budget allocation among channels as well as the optimal distribution of budgets throughout the planning year.But MMM will eventually improve its lower-level utility.Almost two-thirds(61.4%)of advertisers are pursuing better,faster MMM,per EMARKETERs research with Snap.AI and machine learning come in handy on this front.Media agency Media Matters Worldwide has developed an AI-powered MMM method called agile mix modeling with automated data collection and weekly readouts.Big platforms are leaning into MMM,too.Meta and Google have both developed open-source MMM packages in an attempt to democratize the technique.And seven RMNs have added MMM capabilities in the last year,bringing the total number of RMNs that offer MMM to nine,according to Mars United Commerces September 2024“Retail Media Report Card.”Incrementality helps optimize platform selectionCross-platform measurement is the next level of granularity.Determining which platforms drive outcomes that wouldnt have happened otherwise is tricky but necessary,especially for lower-funnel tactics like on-site retail media.In many cases,consumers search a retailers site for a particular product or brand intending to make a purchase.If a consumer goes to Amazon and clicks on an ad for their desired product,that doesnt necessarily mean that Amazons ad was more effective than any other platforms.In fact,Amazons ad may not have made a difference at all.Thats where incrementality comes in.Over half(52.8%)of advertisers are looking to add incrementality lift testing to their measurement strategies,according to our research with Snap.Copyright 2024,EMARKETER Inc.All rights reserved.Page 10Compliments ofTheres more than one way to approach incrementality.The IAB explored various incrementality methodologies in the retail media measurement guidelines it released with the Media Rating Council(MRC)in January 2024.Broadly speaking,these methodologies fit into two buckets:Randomized controlled trials.Traditional incrementality tests involve experiments where a certain portion of the advertisers audience is exposed to an ad or campaign while another portion(i.e.,the control group)is not.Comparing the results for both segments can prove whether the ad or campaign meaningfully contributed to outcomes.Non-experimental designs.In cases where marketers cant or dont want to withhold advertising from a control group,they can use alternative modeling methods like synthetic controls to evaluate and predict the influence of individual platforms or campaigns.However,without a control group,its more difficult to isolate the effects of media exposure.Many RMNs measure incremental sales.Over half of the RMN platforms evaluated by Mars United Commerce for its September 2024 Report Card report on sales lift and incremental return on investment metrics.But without methodological standardization these metrics are not always comparable across platforms.Standardization is a work in progress,and not all players are equally incentivized to participate.And incrementality can measure more than sales.It can also assess the influence of media on brand lift metrics like awareness and consideration,new customer acquisition,or even customer lifetime value.That makes incrementality a powerful tool regardless of an advertisers outcome objective.It also makes incrementality more resistant to standardization.Platforms cant satisfy the requirements of every advertiser when each one defines incrementality a little differently.Rigorous incrementality testing is also resource intensive.Like MMM,it takes skilled data analysts and personnel to design and oversee any experiments.Because of that,incrementality is often only accessible to marketers who work with third-party measurement services.Down the road,AI could unlock incrementality for advertisers with limited resources.Platform-level reporting can shed light on the relative performance of different ad formats and creative assetsThe lowest level of measurement granularity informs format and creative mix.This is where placement-level reporting from each platform comes in handy,especially if the platform offers formats unique to its environment(e.g.,interactive ads in a CTV app).Even if the formats are largely similar(e.g.,stories ads on Instagram versus Snapchat),what performs well with one platforms audience might underperform with another platforms audience.Platform reporting is the path of least resistance in measurement.Its included with investment in the platform,making it an easy and cost-effective way to keep tabs on campaign performance.Because of that,platforms attribution is the second-most widely used type of conversion measurement behind web analytics like GA4 and Adobe Analytics,per EMARKETER and Snap.But other types of measurement can also provide insight into format and creative selection.Supplemental ad quality indicators,like brand suitability or attention metrics,can also guide planning decisions and optimize campaigns in-flight.Interested in attention metrics?See our September 2024 report:“Attention Metrics Ecosystem 2024.”Automation renders placement-level reporting less actionable.Tools like PMax and Advantage assume responsibility for format and creative optimization to maximize outcomes for a given budget.If these tools are used,placement-level reporting would still promote accountability,but it would be unnecessary for the other measurement functions of campaign planning and in-flight optimization.How data collaboration will advance measurement in 2025This sponsored article was contributed by LiveRamp.Understanding marketing measurement is critical in todays complex media landscape.Brand marketers face the dual challenge of engaging consumers across various platforms and effectively measuring their return on advertising spend(ROAS).Without an accurate and comprehensive measurement strategy to rely on,maximizing ROAS and optimizing advertising is incredibly difficult.Data collaboration is one of the most impactful ways marketers will address these measurement woes in 2025.As adoption of data clean rooms,media networks,and similar data collaboration solutions continues to grow,marketers will be able to connect more dots across channels,unlock advanced,holistic insights,and hold their investments accountable.1.Data clean rooms will unlock new data sources and improve connectivity and measurement The modern marketer must achieve high-fidelity measurement while navigating evolving privacy regulations and different platform policies.Accessing new data sources,while ensuring quality ecosystem connectivity and measurement,will require highly secure solutions that adhere to strict industry requirements and offer the precision and accuracy needed for effective campaign optimization.Data clean rooms offer the privacy-centric environments marketers need to achieve these measurement needs.They allow brands to securely collaborate data to uncover rich insights that inform more precise targeting and personalized marketing strategies.Clean rooms will become even more essential for first-party data connectivity in 2025,empowering marketers to operate in the changing digital landscape confidently and effectively.2.Standardized insights will forge faster paths to value and opportunities for customization While data collaboration delivers great value,there can be prolonged periods of negotiation and technical resourcing required to define partnership scopes and write custom code.Templated insights are emerging as a transformative solution for these hurdles by providing pre-established queries that rapidly generate actionable insights.They will allow marketers seeking to harmonize insights across multiple data streams to swiftly deploy consistent and comparable analytics across various partners and platforms.As a result,brands will be able to accelerate their time to value from data collection to actionable insights and enable more dynamic and effective campaign measurement strategies.By standardizing the approach to data analytics in clean rooms,brand marketers will not only bypass the barriers to getting started with data collaboration,but lay a sturdy foundation for future customization.3.Cross-screen measurement and multi-party collaboration will go from dream to realityCross-screen measurement has long been one of the most covetedbut challengingparts of media measurement.Yet,brands need to reach consumers on all the channels where they spend their time across the open web,social,connected TV,search,and more.To calculate the true incremental impact of conversions,marketers need a way to collaborate with not one,but multiple partners at once to uncover holistic cross-screen insights.Multi-party clean rooms will emerge to enable three or more partners to collaborate and measure their data in one environment that is interoperable with each partys preferred platform or cloud.While this capability is still maturing,near-term advancements will soon give marketers the cross-screen reach and frequency,multi-touch attribution,and incrementality they need to fuel holistic measurement strategies.Jessica Shapiro CMOLiveRampCopyright 2024,EMARKETER Inc.All rights reserved.Page 11Compliments ofCopyright 2024,EMARKETER Inc.All rights reserved.Page 13Compliments ofEMARKETER InterviewsEMARKETER research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.Our interview outreach strategy for our reports is to target specific companies and roles within those companies in order to get a cross-section of businesses across sectors,size,and legacy.We also look to interview sources from diverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.The people we interview for our reports are asked because their expertise helps to clarify,illustrate,or elaborate upon the data and assertions in a report.Armen AdjemianCo-Founder and CEODISQOInterviewed October 4,2024Skye FrontierExecutive Vice PresidentIncrementalInterviewed October 1,2024Georgiana HaigGlobal Strategy and Partnerships DirectorMiQInterviewed October 4,2024Kevin KrimPresident and CEOEDO,Inc.Interviewed October 2,2024Mike OSullivanCo-FounderSinceraInterviewed October 4,2024Hillary SlatterySenior Director of Product Management,ProgrammaticIAB Tech LabInterviewed October 3,2024Read NextWeb Publisher Monetization 2024Programmatic Advertising Forecast and Ad Tech Trends H2 2024The Privacy-First Programmatic OpportunityPage 14Copyright 2024,EMARKETER Inc.All rights reserved.We are here to help.If you are an EMARKETER research client and have questions,please contact ii-.If you are not a research subscriber,please send inquiries to ii-.To learn about advertising and sponsorship opportunities,contact .Power your next move with clear and credible insights.Learn more about advertising trendsFor more coverage,visit our website.Get the bigger pictureOur research is trusted by industry leaders.Over 100,000 business decision-makers,including many of the Fortune 1000 and most major media companies and 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2025-03-12
14页
5星级
A deep dive into deep linksThe all-in-one handbook for mobile app marketers,developers,and product managersEBOOK2A deep dive into deep linksIntroduction.3What is deep linking?.4Types of deep links.5Benefits:Supercharging app performance with deep links.6Key benefits of deep linking.7Common challenges and how TrueLink solves them.8The TrueLink advantage in a nutshell.11Deep linking use cases and real world applications.12Shopping.12Gaming.13Finance.14ContentsWeb-to-app:Spotlight on Smart Banners and Smart Scripts.15Setting up deep links with Adjust.16Switch your deep linking from Firebase to Adjust in three simple steps.18Conclusion.193A deep dive into deep linksMobile advertisers face a significant challenge in todays digital environment:guiding users efficiently from ads and external sources to specific in-app content.As user attention spans diminish and competition intensifies,the need for streamlined,frictionless experiences has become critical.Deep linking addresses these challenges head-on,offering a solution that benefits apps and users alike.In a single click,a user can install an appor arrive at relevant in-app contentstraight from an ad or external environment.Deep linking connects users to the content they want,whether its a product page,a special offer,or a personalized experience.This reduces friction,accelerates conversions,and supports long-term retention.By eliminating the need for users to navigate through multiple steps,you should be able to rely on deep links to provide improved experiences and high conversion rates.Reliable and so-good-you-dont-even-notice-it deep linking isnt just about keeping upits about staying ahead.Traditional navigation methods and poorly implemented deep links often lead to frustration and abandonment,resulting in lost opportunities for engagement and conversion.As we explore the world of deep linking in this ebook,well uncover how it transforms user journeys,drives app engagement,and contributes to app success across verticals and industries.From understanding the technical aspects to exploring use cases and best practices,this ebook serves as your comprehensive guide to harnessing the power of deep linking in your mobile marketing strategy.Whether youre a mobile app marketer,developer,or product manager,we ensure you get it right.INTRODUCTIONThe power of deep linkingTHIS EBOOK EQUIPS YOU TO CONFIDENTLY:Provide frictionless deep links and user experiences for all platforms and environments.Provide personalized and recognizable linking journeys.Increase in-app engagement and conversions.4A deep dive into deep linksMobile app deep linking is a method of linking used to launch and open a specific page or location within a mobile app,deployed after a user clicks a link or ad.This technology bridges the gap between different mobile environments and experiences,allowing for seamless transitions from web-to-app,email-to-app,between different apps,and more.Deep links can be thought of as the mobile equivalent of URLs for websites.Just as a URL can take you to a specific web page,a deep link can take you to a specific screen or state within an app.Different linking standards are leveraged to achieve this,including Apples universal links,Android App Links,and URI schemes.Regardless of the standard,the capability is crucial in creating cohesive and consistent experiences across browsers,device types,and operating systems.What is deep linking?STEP 1:OPENING THE APPThis is done at the moment of the click,via a linking standard like Apple universal links,Android App Links,or URI schemes.0102STEP 2:ROUTING THE USERDeep linking,deferred deep linking,contextual deep linking.5A deep dive into deep linksTYPES OF DEEP LINKS There are multiple types of deep links,each serving different purposes and user flows:Direct deep links:The most straightforward type of deep links.These work when a user already has the app installed on their device.When clicked,a direct deep link will open the app and navigate to the specific content or page within the app.Deferred deep links:These links are designed to handle situations where the user doesnt have the app installed.When a user clicks a deferred deep link,they are first directed to the app store to download the app.Once the app is installed and opened,the user is then taken to the specific content that was linked or into the onboarding flow.Contextual deep links:These are more advanced deep links that not only direct users to specific in-app content but also pass along contextual information.This could include details about the source of the link,user attributes,or other relevant data that can be used to personalize the users experience within the app.Other types and terms:An additional deep linking concept is the fallback,a link designed for desktop users.Instead of directing them to the app store,it sends them to a chosen destination like your website.A redirect works differently,targeting mobile users by overriding default app store paths and fallback settings to create a smooth,tailored experience.You may have also heard the terms Android App Links and iOS universal links,which are examples of platform specific linking standards for Android and Apple devices.1236A deep dive into deep linksSmoother journeys drastically improve conversion likelihood,and deep links are essential to smooth journeys.Using sophisticated deep linking in your mobile app campaigns unlocks key advantages that drive user engagement,boost acquisition,and improve ROI.Deep linking makes moving through any kind of direct-to-app journey much easier for users,whether its a high volume user acquisition campaign,a retargeting/reattribution initiative,or something else.Lets say youre a shopping app and you want to run a campaign promoting a seasonal sale.In your campaign,you feature specific sale items and preview the relevant stock in creatives(popular-or segment-relevant items for new users or exact items previously viewed for retargeting).If the user already has the app installed when they click the link,theyll be directed to the product straight away.If the app is not installed,theyll be routed via a deferred link,where they can download and,following install,be directed to their content.Strategic and well implemented deep linking means every journey is smooth,with customers seamlessly guided to specific locations so they can make purchases.Example:CleverTap found that compared to users from standard links,those attributed to deep links(from a large range of owned media touchpoints)resulted in:Benefits:Supercharging app performance with deep links81%2.5x2xhigher activation rateshigher retention ratesthe the number of active days7A deep dive into deep linksMobile app deep linking makes guiding users through any kind of journey between mobile web and apps much easier,including omni-channel and multi-platform experiences.Streamlined user experience and boosted engagement:Deep linking removes barriers like excessive navigation,signposting,and confusing user paths.When new or existing users click a link,theyre taken directly to the relevant content within your app,ensuring an instant and effortless journey.Keeps users in the funnel and improves retention:Reducing friction means users are more likely to complete key actions.By funnelling users to personalized and optimized in-app pages,you create a clear conversion path.Boosted user acquisition:Deferred deep links are a powerful driver of new app users.They guide customers who dont yet have your app installed directly to the app store landing page,reducing the steps to acquisition.Enhanced data for campaign optimization:By appending custom parameters to your links,you can gain insights into referral sources,user behavior,and campaign performance.Superior conversion rates:By eliminating unnecessary steps and delivering personalized,direct experiences,deep links significantly impact your apps ROI.Improved trust and brand reputation:Personalize the app journey with recognizable domains and short links,building loyalty,trust,and engagement.Key benefits of deep linkingTop of funnelOngoing channeling of high-quality users back to your app to boost conversions,retention,and lifetime value.User acquisition campaigns that drive app installs by easily guiding users to your app.Re-engagement flows that capture existing user attention with personalized messaging and creatives.Bottom of funnelMiddle of funnelDEEP LINKING IMPROVES PERFORMANCE AT EVERY FUNNEL STAGE8A deep dive into deep linksNo two user journeys are the same,but the hurdles app marketers and developers face with deep links almost always are.From creating multiple links across platforms,devices,and standards,to dealing with routing errors and sacrificing brand reputation with long,confusing looking links that often break,marketers need a way to streamline the process from A-Z.Frictionless deep links and user journeys arent just a nice-to-have,theyre essential.Lets explore the common challenges faced when implementing and measuring performance from deep links,and how TrueLink solves them,empowering you to deliver a deep linking experience that works and converts.Limited coverage:Linking infrastructures have historically been limited in reach and coverage,which is particularly critical in an ecosystem that is becoming more fragmented.With TrueLink,you can work across all key environments,critical channels,devices,platforms,and linking standards,for full coverage.Common challenges how TrueLink solves them19A deep dive into deep linksUniversal linksAndroid App LinksURI SchemesFacebook App LinksChrome IntentsLinking standardsEnvironmentsChannelsLinking InfrastructureBrowsersSocialMessagingEmailInfluencerCTVPaid AdPushEmailSocialAffiliates&PartnershipsReferral&sharingOrg Search&SEODevices&OSAndroidCTVDesktopMobileConsoleiOSWebFull coverage deep linking for all key environments,channels,devices,platforms,and linking standards.10A deep dive into deep linksComplex creation:With TrueLink,you get all-purpose links that work seamlessly for any platform or environment,minimizing the need to edit or create variations.And,you can take this one step further by using APIs to dynamically generate links one at a time,or at scale through bulk link generation.Aesthetics:Messy,long links filled with unclear strings of information look spammy and do not make for a trust-building user experience.TrueLink allows customization and personalization of the look,feel,length,and branding of links for all journeys,promoting brand reputation with every click.Routing:User journeys can get messy and difficult to control depending on the environment.A social media-to-app journey on iOS,for example,can break a universal link to keep you within their environments web browser.TrueLink allows for configuration,control,and customization of the pathways and journeys users will go through.In the example here,there are multiple routing options that can be chosen,such as landing pages,smart banners,App Clips,and more.Measurement:It can feel like a lot of effort goes into deep linking,but that performance data is patchy.As Adjust is first and foremost an MMP,enabling measurement and attribution of deep links is a critical component of our solution,powered via standard and custom parameters.Its easy to track performance via our unified reporting and campaign analysis,meaning you can measure,attribute,and report on the performance of deep linking campaignsincluding interoperability with web analytics.Management:Running a high number of campaigns across a large number of environments makes managing links at scale complicated.TrueLink offers the ability to create,edit,and delete links,inspect,test,and debug,easily search and filter,and promote consistency and standardization for easy insight gathering.25364Leave broken links and complicated link creation behind.TrueLink simplifies the creation of neat,manageable,and flawless links by powering cross-platform,all-purpose links.This eliminates pain points and ensures users land on the right page,every time.The ability to easily and efficiently create a single link for all channels and environments saves time,makes errors a thing of the past,and boosts all performance metrics.No fuss-flexibility:Reach more users in less time with one easily editable link that works across all platforms and environments.Benefit from a range of formats by using branded short deep links to power web-to-app scripts,smart banners,and QR codesensuring perfect links for perfect journeys.Branded and beautiful:Amplify your brand and keep it front-and-center with recognizable,dynamic links that improve the user journey,increase CTR,and secure full-impact UA and retention.Increased in-app engagement:Better linking experiences drive stronger engagement and more conversions.Personalize your links with segmentation and localization for frictionless experiences that increase engagement,trust,and campaign performance.Get started with TrueLinkThe TrueLink advantage in a nutshellA deep dive into deep links1112A deep dive into deep linksSCENARIOA fashion and home decor brand needs to convert its entire product catalog into branded,short deep links.Due to the catalogs vast size,this would traditionally be an incredibly tedious task.SOLUTIONWith the TrueLink Deep Link API,the link generation process is automated for every item in their catalog.This turns thousands of SKUs into customized,branded deep links ready for promotion.Deep linking isnt just a technical tool,its a strategic powerhouse that transforms user journeys and drives measurable results.In this section,well explore use cases for three core mobile verticalsshopping,gaming,and financethat demonstrate the tangible,high level benefits of deep linking.These scenarios highlight how deep linking simplifies complex processes,saves time,and ensures your users get exactly where they need to go,effortlessly.SHOPPINGDeep links are most commonly used in shop-ping and e-commerce flows because of their game-changing impact on conversion rates.Some of the key use cases include:Personalized product ads:Drive users directly to a product page from an ad.For example,if a user clicks on an ad for a specific pair of shoes,a deep link can take them straight to that item in your app.Promotions and discounts:Send notifications with deep links that direct users to in-app flash sales or limited-time offers.Cart recovery:Use deep links in abandoned cart emails,push notifications,or ads to bring users back to their exact cart.Social media campaigns:Direct users from influencer posts or brand profiles to relevant in-app categories or featured items.Deep linking use cases and real world applications13A deep dive into deep linksSCENARIOA mobile gaming company wants to boost player engagement by promoting in-game events,specific levels,and exclusive item bundles.With a growing player base and hundreds of promotional opportunities,manually creating personalized deep links for different segments and platforms is time-consuming and prone to error.SOLUTIONWith TrueLink,the studio can automate the generation of branded,customized deep links for every event,level,and in-game item and match these to the relevant campaigns and target audiences.For example,a deep link could take players directly to an exclusive holiday event or a limited-time offer on power-ups,increasing engagement and revenue while saving countless hours of manual effort.GAMINGAlthough less common in the gaming space,deep links are also incredibly impactful in attracting new and existing users to mobile games by creating tailored,hyper-personalized pathways.Level-specific campaigns:Send players directly to a specific game level or event based on their progress.For example,re-engage lapsed users by linking them to a level they left unfinished.Rewards and incentives:Drive users to claim rewards,bonuses,or in-game currency via deep links in emails,ads,or push notifications.Multiplayer invites:Enable players to send friends an invite link that opens the app and takes them directly to a multiplayer lobby or game session.In-app purchases:Streamline purchases by linking users directly to premium items or bundles,reducing clicks and improving conversion rates.A deep dive into deep links14A deep dive into deep linksSCENARIOAfter users purchase a policy on desktop web,an insurance brand wants users to transition seamlessly to their mobile app for onboarding and policy management.Traditionally,transitioning between devices might require users to manually re-enter information,leading to frustration or drop-offs.SOLUTIONWith TrueLink,the insurance company sends an SMS with a deep link to the users mobile device.When the user taps the link,they are automatically directed to the mobile app,where their policy is retrieved,and they can continue the onboarding process with previously entered details at the ready.FINANCEDeep linking provides finance apps with secure and efficient ways to enhance user experience and streamline processes.Account management:Direct users to specific sections of the app,such as their account balance,recent transactions,or bill payment pages.Investment campaigns:Link users directly to specific investment products or educational content within the app.Loan applications:Deep link users to the application process for specific loan products,saving them from navigating.Personalized offers:Deliver push notifications or emails with deep links that lead to tailored offers.Referral programs:Let users share deep links with friends,taking them directly to a signup page or reward section.15A deep dive into deep linksWhile mobile apps drive the majority of mobile sales,users often rely on web browsers during the research phase of their journey.In fact,web is becoming a key part of the app user journey and marketing funnel,with marketers using mobile web landing pages to direct traffic to apps,leveraging the broad reach and cost-effectiveness of web campaigns.Web audiences are often high-intent,engaged,and high performing when transitioned to mobile.To maximize conversions,app marketers need to conveniently connect the web experience to the mobile app,measure the flows accurately,and reliably attribute sources.This is where smart banners and web-to-app scripts make all the difference.Web-to-app:Spotlight on Smart Banners and Smart ScriptsSMART SCRIPTSAt Adjust,we call our web-to-app scripts smart scripts.These scripts activate when a user clicks a“Download now”button or similar on your mobile website.They capture key user parameters,enabling precise attribution and effective deep linking as users transition from web to appa process known as the mWeb-to-mApp flow.SMART BANNERSSmart banners are dynamic call-to-action(CTA)banners that appear as users browse your mobile website,prompting them to download your app for a better experience.This tool enables branded,customizable,and visual web-to-app journeys that increase the likelihood of in-app conversion.With Adjust you can customize the title,description,button text,colors,icon,fonts,font sizes,and even add a custom image.Access Campaign Lab and open navigate to Custom Links.Create a new link by clicking on New link.Select your app(s).Add a name to your top-level channel,campaign,adgroup,and creative parameters.Copy and paste the generated link into your campaign.Track the results in the Adjust dashboard.A STEP-BY-STEP GUIDE FOR SUCCESS Define your objectives:Clearly outline the goals of your campaignwhether its driving app installs,boosting in-app purchases,or re-engaging lapsed users.Understand your audience:Segment your audience(you can use Adjust Audiences for this!)based on behavior,preferences,and demographics.Map the user journey:Identify where your users are coming from(web,social media,email,etc.)and where you want to take them in your app.This will help ensure the journey feels seamless.Test the links:Before launch,test the deep links across platforms and devices to ensure smooth functionality and accurate routing.With Adjusts Engage and TrueLink,setting up customizable and frictionless deep links is simple and effective.TrueLink supports all platforms,environments,and formats,for smooth web-to-app transitions and precise attribution.FOLLOW THESE STEPS TO LAUNCH YOUR CAMPAIGN:12345616A deep dive into deep linksSetting up deep links with AdjustCreating a deep link with Adjust17A deep dive into deep linksGoogle has deprecated Firebase Dynamic Links(FBDL)and plans to shut the service down completely on August 25,2025.As the clock ticks down,the priority for marketers is clear:ensure uninterrupted functionality,maintain strategic continuity,and support user growth without disruption.Migrating from Firebase Dynamic Links to Adjusts TrueLink does exactly that.Weve designed our migration process to be as frictionless as our deep linking solution so you can transition with confidence and without disruption.Switch your deep linking from Firebase to Adjust in three simple stepsA“Adjust has been amazing-helping us through QA,educating our engineers who arent necessarily marketing experts,teaching them what the different nuances are.without Adjusts support,it would have been nearly impossible to get things off the ground.”ADJUSTS THREE-STEP CLIENT MIGRATION PROCESS1.Account setupWell provide one-on-one onboarding and set up your account.2.Data migrationWell migrate your historical data via a templated CSV.3.Campaign configurationWell help you retain your campaign and partner configurations.18A deep dive into deep linksArthur JunHead of Performance Marketing&MediaDeep linking is more than a technical featureits a transformative tool that enhances user experiences,drives engagement,and powers app growth.By removing friction,deep links guide users effortlessly through their journey,whether theyre discovering your app for the first time,re-engaging with personalized offers,or diving straight into specific in-app content.The result?Higher conversion rates,improved retention,solidified brand reputation,and a measurable impact on ROI.With Adjusts TrueLink,you gain an all-in-one deep linking solution that simplifies the process from start to finish.We offer unmatched flexibility,cross-platform compatibility,and easy integration for personalized,branded links that work across any platform,channel,device,and environment.From driving new acquisitions to re-engaging users or enhancing your omnichannel strategy,Adjust ensures your deep linking campaigns deliver real results.We empower you to create fail-safe,multi-platform linking experiences that spark joy and scale app growth,ensuring:Increased marketing impact and time saved.Increased trust and revenue with your brand front-and-center on short,branded links.The right format for perfect links and perfect journeys,from short deep links to smart scripts,smart banners,and QR codes.Increased in-app engagement thanks to better linking experiences.Every time a potential customer clicks on a broken link,you lose revenue.Every time they have to switch platforms,you lose critical data.From the moment a user sees an ad for your app,the experience should be perfect.So,say goodbye to subpar deep linking experiences and start working with TrueLink today.19A deep dive into deep linksCONCLUSIONA smooth path to high quality user engagement20A deep dive into deep linksReady to create seamless user journeys?Existing Adjust clients already have access to TrueLink features and functionality.You can find all implementation information and steps here.Looking for more information or just getting started?Chat with our experts to see how TrueLink can power your deep linking strategy today.Request a demo165,000 apps that trust Adjust for growthJadjustcomAdjust,an AppLovin(NASDAQ:APP)company,is trusted by marketers around the world to measure and grow their apps across platforms,from mobile to CTV and beyond.Adjust works with companies at every stage of the app marketing journey,from fast-growing digital brands to brick-and-mortar companies launching their first apps.Adjusts powerful measurement and analytics solutions provide visibility,insights,and essential tools that drive better results.Learn more about Adjust at:ABOUT ADJUST
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Outlook for Advertising,Marketing and Data 2025:Transformation AcceleratesBruce Biegel,Senior Managing PartnerJanuary 23,2025AboutWinterberry GroupA specialized management consultancy that offers more than two decades of experience and deep expertise in the intersecting disciplines of advertising,marketing,data,technology,media and commerce.Winterberry Group helps brands,publishers,marketing service providers,technology developers and information companiesplus the financial investors who support these organizationsunderstand emerging growth opportunities,create actionable strategies and increase their value and global impact.2Looking Back at 2024Over the Past 18 Months,The Macro Environment Has Been Mostly Neutral for the Ad Market“Do More With the Same”4Tension remained across an uncertain geo-political landscapeUS economy outperforms expectations;inflation moderates while GDP growth exceeds forecastsLimited visibility into marketer budgets remains:“do more with the same”Elections,equity markets,US unemployment rate ends at 4.1%,lower than expectedInterest rate cuts but rates follow the“higher for longer”themeBetter than“do more with less”but still limited visibility on annual budgetsForecastAdvertising&Marketing Spend Growth Reverting to Historical NormsPolitical Cycle Adds$11 BB,Lower Than Initial Forecasts4.8%2.5 19-3.4%-2.2 2021.7%5.8 219.2%1.9 223.8%2.6 2311.0%8.7%2.5 246.1%2.3 25P3.8%8.3%US Advertising/Marketing Spend GrowthUS GDP GrowthBenchmark:2x US GDP GrowthIncl.Political SpendingExcl.Political SpendingUS Marketing Spend Growth Benchmarked to GDP Growth(2019 2025P)5Source:Winterberry Group Spend analysis(2025)Review 2024:Digital Channels Continued to Take Share,Offline Rebound,In Line With Jan 2024 Forecasts$251.8$286.0$316.0$360.9$187.2$193.4$181.4$191.02021202220232024$438.9$479.4$497.4$551.97.9%US Online and Offline Marketing Spend($BB,2022 2025P)Online Marketing SpendOffline Marketing SpendCAGRs(2021 2024): 0.7% 12.8%6Source:Winterberry Group Spend analysis(2025)Review 2024:Political Cycle Spurs Growth in Linear/DM,In-Person Drives Retail,Experiential/Event Returns to Pre-Covid LevelsLinear TV$58.9Direct Mail$37.3Shopper Marketing(Offline)$19.9Trade Show and Event$24.8Experiential and Sponsorship$20.7Terrestrial Radio$10.9Newspaper(Print)$5.3Magazine(Print)$5.8Out-of-Home(Traditional)$7.5US Offline Marketing Spend($BB,2024)TOTAL:$191.0BB 11.0% 2.5%-13.4%-7.4%YoY Growth 5.3% 8.9% 2.6% 12.0% 2.3% 2.2%7Source:Winterberry Group Spend analysis(2025)Review 2024:Direct Mail Volume Recovers After 2023 Pullback8Source:Winterberry Group(2025)72,191,81972,913,41862,308,23063,324,1842021202220232024 1.0%-14.5% 1.6%Direct Mail Volumes(Thousands,2021-2024)Review 2024:Investment Continued to Flow Into CTV and Retail Media;Paid Social/Search a Big Winner in B2C and B2BSearch$123.6Social$82.7Display$53.5Video$30.5CTV$28.8Other Digital$9.7Digital Audio$8.5Influencer$7.6Mobile Gaming$6.8Engagement Marketing$4.9Digital Out-of-Home$4.5US Online Marketing Spend($BB,2024)TOTAL:$360.9BBYoY Growth 14.5% 19.6% 7.7% 17.0% 19.0% 7.1% 6.1% 16.0% 1.1% 9.9% 3.7% 14.2%9Source:Winterberry Group Spend analysis(2025)Engagement Marketing includes Email and SMS/PushOther Digital includes affiliate network fees and lead genData Infrastructure$9.0Data$8.5Data Services$7.6US Marketing Data,Data Services and Data Infrastructure Spend($BB,2024)TOTAL:$25.0BB 10.0%YoY Growth 10.2% 10.7% 9.2%Review 2024:Growth Driven by“Data Layer”Investments to Support First-Party Solutions,Commerce,CTV and PoliticsSource:Winterberry Group Spend analysis(2025)10Data:includes third-party data and identity spendData Services:includes identity resolution analytics,measurement,attribution and data layer integrationData Infrastructure:includes data management and collaboration platforms2024 Number of Transactions by SegmentAgency consolidation highlights the year,Private Equity(PE)backed platforms pursued add-on acquisitions and 1 in 4 VC investments were in AI or AI-related companiesIn 2024,global M&A deal value reached$3.2 trillion,marking a 10%increase from a slower 20232024 Marketing M&A Trends:After a Slow 2023,Consolidation,Commerce and AI Driving the Market11Source:Reuters(2025);Bain(2024);Adweek(2025);Canaccord(2025)Strategic Buyers31%Private Equity35%Venture Capital34 24 Dollar Volume of Transactions by Buyer Digital Media,450E-Commerce,238Marketing Tech,812Digital Advertising,165Agency&Marketing Services,395Agency Holding CompaniesData and TechnologyPrivate Equity2024 M&A Themes:Buyer Valuations and Seller Expectation Still Aligning;Positive Momentum Accelerates Into 202512Jan 2025 B2B MarketingDec 2024 Acquired:for undisclosed amountCDPOct 2024Invested in:Enterprise AIfor$104MMJan 2025 Acquired:for$250MMInfluencer MarketingSep 2024Invested in:Healthcare MarketingNov 2024Digital Solutionsfor undisclosed amountInvested in:Nov 2024Acquired:Marketing Data SolutionsSep 2024Invests in:Pharma Marketing Solutionsfor undisclosed amountDec 2024 Acquiring:Marketing Agencyfor$13.25BBMerges:July 2024 Acquired:Mobile Advertisingfor$185MMOct 2024 Acquired:Marketing Agencyundisclosed amountDec 2024 Acquired:Marketing AgencyFeb 2024 Merges:Marketing Agencyundisclosed amountFeb 2024Acquired:for undisclosed amountB2B Marketing AgencySocial Media MarketingAdvertising AgencyPerformance MarketingCloud Migrationundisclosed amountSep 2024 Acquired:for$250MMInfluencer MarketingDec 2024 Acquired:for$200MMundisclosed amountfor undisclosed amountData ActivationCreates 5k person ISBMacro Trends:Whats Driving the MarketTrend:Market Starts the Move from Test to Agentic Transformation14TrendAgentic AI adoption went from test to initial rollout,accelerating through 2024,with client services and creative applications leading the first wave of transformationImpactMarketers lean into Gen AI,reducing time to content,seeking productivity gains and hyper-personalization.Adoption shifts from repetitive task automation to“reasoning-based”insights that combine content and audience data.Productivity gains and personalization drive adoption,though concerns around accuracy,privacy,and security persist.Trend:Contents AI Paradox Spend Increasing with Automation?15TrendDespite widespread AI adoption automating content creation,global spend continues to grow as organizations reallocate rather than reduce budgets.Focus shifts from efficiency to increased output while maintaining quality and brand standardsImpactAI tools transform HOW content budgets are spent rather than reducing WHAT is spent.Organizations increasing adoption of AIkey areas are infrastructure,talent upskilling,and new production workflows to increase velocity and volume of content created.Still a Large Opportunity:Is Gen AI Really Changing Content Spend?16$92.2$105.2$114.3$151.5202320242025E2028E10.4%Global Content Production Spend($BB,2023 2028E)Source:Winterberry Group Spend analysis(2025)Trend:TVs Tipping PointCTV Moves Beyond Linear Extension to Take Center Stage17TrendWith the“sports moat”breached,CTV spending begins to approach parity with Linear TV.Shift accelerates as CTVs role evolves from extension to a blend of brand and performance(especially in local).Addressable linear fades,replaced by local CTV.ImpactCTV spending projected to surpass Linear by 2027,forcing fundamental shift in video planning approaches.Expect the measurement landscape to continue to evolve towards multi-currency reporting as industry adapts to streaming-first reality.Trend:Market Researchs AI MomentFrom Panels to Predictive Insights18TrendMarket research transformation accelerates as AI and synthetic data reach mainstream adoption.“Tech-enabled”research solutions forecast to grow 13.3%through 2027 to$63.5B.ImpactMarketers seeking faster,continuous insights combine traditional methodologies,digital panels and AI/ML-powered analytics.While tech-enabled solutions take share,transition takes a balanced approachmove to a hybrid model more than replacement.Source:Winterberry Group(2025)Trend:B2Bs Digital Fast Track Social and Search Drive Accelerated Transformation19TrendWhile B2B digital transformation trails B2C by three-to-five years,B2B marketing spend is growing faster than the total market as budgets continue to expand and shift digitally.Social and search emerge as primary channels,reshaping traditional B2B marketing approaches.ImpactWhile in-person events and sponsorship still dominate,they have become hybrid.Further digital adoption is now challenging B2B teams to re-structure,with increased talent demands in digital paid media a complement to ABM/Demand Gen approachesall leading to a more integrated customer journey strategy.Trend:Creator Economy 2.0Beyond Influence to Measurable Impact20TrendCreators,(those who create content)move forward as brands seek engagement/conversion and influencers,built on audience serve reach.The market increasingly values multi-platform creators who can drive both engagement and measurable outcomes.ImpactBrand-creator relationships transform from transactional sponsorships to strategic commerce partnerships.Platforms enhance creator marketplaces with improved measurement and commerce capabilities as investment follows proven business impact.Trend:Marketing Is Still Learning to Speak CFO Is that Alignment for Everyone?21TrendAs marketing measurement evolves,enterprise organizations increasingly adopt MMM to demonstrate ROI and tie marketing activities directly to sales outcomes.However,a significant capability gap emerges between enterprise and mid-market organizations.ImpactWhile enterprise marketers leverage MMM to communicate value to the C-suite,mid-market organizations struggle to find right-sized measurement solutions.This scale issue creates opportunity for new tools and approaches that can democratize sophisticated measurement capabilities beyond the Fortune 500.Trend:ESG Meets RealityGlobal Standards Face Macro Resistance22TrendWhile global brands maintain ESG commitments,particularly around environmental initiatives,growing populist movements challenge traditional ESG frameworks.State-level regulations restrict DEI programs in the US,while European political shifts threaten long-standing environmental and social policies.ImpactOrganizations navigate increasingly complex landscape where global ESG meets national resistance.Environmental initiatives,including AI energy consumption concerns,moved to the parking lot,as companies adapt to government actions and consumer sentiment.To be revisited in 2026(maybe)Trend:Global Expansion of Data Privacy Regulations Adopt a PET Today!23TrendAs global privacy regulations expand,organizations shift focus from compliance to capability building through Privacy Enhancing Technologies(PETs).These solutions enable data utility while maintaining privacy,becoming central to marketing technology strategies.ImpactTo maintain data utility while ensuring security and compliance,marketers,compliance and IT teams are increasing investment in PETS including encryption,differential privacy,solutions that reduce the movement of data and the adoption of data collaboration platforms(clean rooms).Spotlight:Connected Commerce24The Evolution of“Connected Commerce”Its In-Store and Online25What is Connected Commerce?The seamless integration of online and offline retail channels to create a unified shopping experience for consumers across physical and digital touchpoints,allowing for personalized experiences and consistent engagement,enhancing customer conversion and loyaltySource:Winterberry Group“Evolution of Connected Commerce”White Paper(2025)Why Does it Matter?“The most unique and crucial part is connecting the digital and physical.While customers can shop anytime,anywhere,we must provide a consistent experience for them.Its essential to maintain consistency across all shelves for the shopper”SVP,Commerce Agency“its about meeting the shopper where theyre at.The journey can start and end anywhere and can have multiple touchpoints,reflecting where the shopper is at any given moment.The journey is not as straightforward as it used to be seeing an ad and making a purchase.Today,they price check in-store,read reviews,compare with other retailers and then make their final decision”CEO,Retail Media Agency 2025 Spending on Connected Commerce Forecast to Reach$112.6BB,Growing at a 18.7GR Since 2021 Driven by RMN Expansion26Connected Commerce Spending on Media,Creative and Content(2021-2025E,US$BB)$8.5$9.4$11.2$13.3$15.4$48.2$56.4$69.0$82.3$97.220212022202320242025E$56.7$65.8$80.2$95.5$112.6 18.7%MediaCreative and ContentSource:Winterberry Group Spend analysis(2025)Connected Commerce is Much Broader than Just Retail Media,with Over a Third of Spending Occurring Outside RMNS27$54.7(66.2%)$27.9(33.8%)RMNNon-RMNConnected Commerce Media Spending,Retail Media Network(RMN)vs.Non-RMN(2024,US$BB)$57.5(59.9%)$38.5(40.1%)RMNNon-RMNConnected Commerce Media,Creative and Content Spending,Retail Media Network(RMN)vs.Non-RMN(2024,US$BB)Source:Winterberry Group Spend analysis(2025)Trend:The Other Commerce StoryB2B Joins the Party28TrendBeyond retail media headlines,B2B commerce reaches massive scale at$2.4 trillion in 2024,growing 17%YoY.The explosion of B2B marketplaces from 75 to 500 in five years signals a fundamental shift in business purchasing.ImpactWhile B2B platforms now capture$350B in sales,the transition proves more challenging than B2Cs evolution.Nearly 40%of buyers report negative experiences as B2C-like expectations clash with B2Bs inherent complexity.Sources:Statista(2024),Emarketer(2024),Digital Commerce360(2024)Spotlight:The Evolving Technology Stack29The MadTech Solutions Ecosystem:Three Interrelated Layers:Data,Intelligence and Activation30Source:Winterberry GroupData is ingested,consolidated,and standardized for analysis and activation Data is leveraged to derive insights and inform decisioning related use casesApplications and platforms are used to communicate across outbound and inbound channelsWhat We Think:The“Data Layer”Will Continue to Be Built on Hybrid Solutions-Not a Single Platform31Thinking Ahead to the Next 1-3 Years,Which of the Following Best Describes How Your Organization Will Approach Building its Data Solutions Stack to Manage and Leverage Data?(%of respondents,2024)26 %9%4%Continue to leverage best-in-class solutionsTransition from best-in-class solutions to a hybrid approachContinue to leverage a hybrid approachContinue to leverage a singular cloud or digital experience platformTransition from best-in-class solutions to a singular cloud or digital experience platformTransition from a singular cloud or digital experience platform to best-in-class solutionsTransition from a singular cloud or digital experience platform to a hybrid approachSource:Winterberry Group Data Layer White Paper Survey N=200Technology and Organizational Silos That Separate Content from Audience Data Will Start to Collapsea Victim of Gen AIDoes Your Organization Leverage Generative AI for Data Analysis or Content Production?(%of respondents,2024)26T%1%Yes,we leverage generative AI for content productionYes,we leverage generative AI for data analysisYes,we leverage generative AI for both data analysis and content productionNo,we do not leverage generative AI for data analysis or content production32Source:Winterberry Group Data Layer White Paper Survey N=200One Brain to Rule Them All:As the Data Layer is Unified,Look for“Intelligence”to Separate From Channel Activation33Source:Winterberry GroupAdded Impact:Re-Organizational AlignmentThe Impact of GAI on Marketing Operations34TrendMarketing operations emerges as central orchestrator of process,technology,and data across the organization.As AI adoption accelerates,these teams become critical bridges between marketing,sales,compliance,and IT.ImpactPreviously viewed as tactical support,marketing operations transforms into a strategic function managing AI deployment,tech stack consolidation,and cross-functional integration.The role evolves from organizational parking spot to critical career path as companies seek leaders who can drive marketing technology transformation.Outlook 2025:Follow the Money35Economic Indicators US GDP growth projected at 2.5%for 2025 Inflation expected to persist above Fed target at 3%Consumer spending remains resilient,supported by wage growth and stable employmentOutlook 2025:US Economy and B2B Advertising and Marketing Spend Poised to Beat Expectations in 202536Source:Winterberry Group Analysis(2025),Conference Board Economic(2024),Goldman Sachs(2024)Other factors to consider:Tariffs impact on cross-border commerce and inflation?Interest rates are we still in“higher for longer”?How will GenAI impact labor market dynamics,particularly in services sector?A more favorable(less regulated)M&A environment drives stock market valuations Executive ActionsYearSpend($BB)YoY Growth(%)2021$438.92022$479.42023$497.42024$551.92025P$585.69.2%3.7.0%US Advertising and Marketing Spending($BB,20212025P)6.1%Outlook 2025:A Tough Year Ahead for Offline Without Political Spend;Experiential Poised for Continued GrowthLinear TV$47.5Direct Mail$36.9Shopper Marketing(Offline)$20.7Trade Show and Event$25.3Experiential and Sponsorship$22.4Terrestrial Radio$10.3Newspaper(Print)$4.6Magazine(Print)$5.4Out-of-Home(Traditional)$7.4US Offline Marketing Spend($BB,2025P)TOTAL:$180.5BB 4.2% 2.3%-5.1%-13.0%YoY Growth 8.0%-19.3%-1.1%-1.5%-7.3%-5.57Source:Winterberry Group Spend analysis(2025)Outlook 2025:Still Good to Be In Digital as Macro Media Consumption and Attention Shift ContinuesSearch$138.7Social$93.7Display$58.7Video$35.6CTV$33.4Other Digital$10.3Digital Audio$9.0Influencer$8.6Mobile Gaming$7.3Engagement Marketing$5.0Digital Out-of-Home$4.9US Online Marketing Spend($BB,2025P)TOTAL:$405.2BBYoY Growth 12.2% 13.3% 9.7% 16.7% 15.8% 6.5% 10.1% 14.1% 7.4% 10.1% 3.3% 12.38Source:Winterberry Group Spend analysis(2025)Engagement Marketing includes Email and SMS/PushOther Digital includes affiliate network fees and lead genData Infrastructure$9.5Data$9.1Data Services$7.9US Data,Data Services and Data Infrastructure Spend($BB,2025P)TOTAL:$26.5BBData:includes third-party data and identity spendData Services:includes identity resolution analytics,measurement,attribution and data layer integration 6.0%YoY Growth 4.3% 6.3% 7.2%Outlook 2025:Measurement&Attribution Spend Growth Slows with Linear Reduction,Data/Infrastructure In-line with Market39Source:Winterberry Group Spend analysis(2025)Data Infrastructure:includes data management and collaboration platformsOutlook 2025:You Cant Hide from Gen AILook for Another Transformative Year$286.0$316.0$360.9$405.2$193.4$181.4$191.0$180.52022202320242025P$479.4$497.4$551.9$585.66.9%US Online and Offline Marketing Spend($BB,2022 2025P)Online Marketing SpendOffline Marketing SpendCAGRs(2022 2025P):-2.3% 12.3Source:Winterberry Group Spend analysis(2025)Recent and Upcoming Winterberry Group PublicationsRecently published whitepapers:Coming Soon:Connected Commerce:Beyond Retail Media(February,2025)Contextual Commerce:The Power Behind Delivering Contextual Relevant Advertising(March 2025)41.Thank you.Bruce Biegel,Senior Managing P(212)-842-6030 WinterberryGrp New York Dallas London Miami Toulouse
2025-02-26
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Spotlight on Sustainability Towards a greener TV and video value chain January 2025 Carl Hibbert Spotlight on Sustainability:Towards greener TV and video 2 2025 Futuresource Consulting Ltd Contents Introduction.3 Sustainability a top priority for enterprises.5 Global Video Entertainment Facts&Figures(2024).7 Sustainability in the TV and video industry.8 Regulatory initiatives.9 The continued rise in video content consumption.11 Consumer devices at the forefront of sustainability.14 Emissions from OTT and streaming video.17 Spotlight on sports.18 Summary.21 Spotlight on Sustainability:Towards greener TV and video 3 2025 Futuresource Consulting Ltd Introduction The world has witnessed substantial change since the dawn of the industrial revolution,with a significant standard of living shift for most global inhabitants witnessed from the following:Global population reaching 7.8 billion in 2023,rising 3.5%since 2020.1.45 billion passenger vehicles owned,a 7.25x rise over 50 years.50%growth in per capita consumer electronics device ownership to 3.6 from 2.4 in half a decade(2018-2023).Close to 5 billion scheduled passengers boarded the global airline industry,an increase of 40%over the past two decades.380 million enterprises in operation worldwide,doubling in the past twenty years.However,improvements in quality of life,the adoption of digital and industrial products,and advancements in science and technology that have enabled these changes,all exert an impact on the Earths biosphere.Greenhouse carbon emissions(GHG)in the earths atmosphere seven of which contribute to climate change,including carbon dioxide(CO2),methane(CH4),nitrous oxide(N2O),hydrofluorocarbons(HFCs),perfluorocarbons(PFCs),sulphur hexafluoride(SF6)and nitrogen trifluoride(NF3)have grown exponentially since the 1970s,according to the Kyoto Protocol,leading to a range of pernicious ecological,physical and health impacts.Recently,Antnio Guterres,Secretary-General of the United Nations stated that“Greenhouse gas emissions keep growing.Global temperatures keep rising.And our planet is fast approaching tipping points that will make climate chaos irreversible.We are on a highway to climate hell with our foot on the accelerator.”The rising GHG levels have resulted in higher global surface temperature,now 1.28C above the average from 19012000,plus unprecedented weather disasters such as Hurricane Helene in the United States,Super Typhoon Yagi in Vietnam,flash floods in Spain,drought in Brazil and fires across Canada.“Global carbon emissions exceeded pre-COVID-levels in 2023”In 2023,worldwide GHGs approached 37.5 billion tonnes(Gt),with a marginal annual growth of 1.1%.Although moderately higher than pre-COVID levels of 37.1 billion tonnes(Gt),the overall average annual growth has just been 0.5%in the past decade,the slowest growth rate since the Great Depression.Advanced economies carbon emissions declined by 4.5%annually-including the US falling by 4.1%-mainly attributed to accelerated commitment towards environmentally sustainable products,services and technologies,across multi-faceted stakeholders including consumers,business and governments.Spotlight on Sustainability:Towards greener TV and video 4 2025 Futuresource Consulting Ltd Global CO2 emissions and forecast for 2024(GtCO2e)Source:Global Carbon Project.Bunkers refers to fuels used in international shipping and aviation There are three main emission types to consider in sustainable ecosystems:1.Scope 1 Direct greenhouse gas(GHG)emissions:This covers direct emissions from company operations(e.g.diesel generator emissions,company vehicle emissions,etc)2.Scope 2 Indirect greenhouse gas emissions:This covers electricity consumed,office heating,renewable energy purchase agreements,renewable energy credits(RECs)3.Scope 3 Indirect emissions coming from business operations:Covers anything from corporate travel,or energy consumed by products designed by the company that are used by others,with focus on upstream and downstream activities.Upstream includes emission factors that occur when a product is sold by the producer.Downstream occurs once the product is sold and includes storage and end-of-life activities such as shipping and recycling Spotlight on Sustainability:Towards greener TV and video 5 2025 Futuresource Consulting Ltd Sustainability a top priority for enterprises Globally,enterprises are increasingly focusing on sustainability as one of their high-priority business objectives,partly a result of increased regulation.In Deloittes 2024 CxO Sustainability Report,climate change was highlighted by 37%of respondents as one of the leading priorities for the next 12 months.The survey also cited that 69%of enterprises have increased their sustainability investments between 6-19%in the past 12 months.Although,the intensity of carbon emissions differs widely across segments(high within utilities and materials and rapidly emerging across the communication services vertical),enterprises across all segments interviewed are steadily embarking on the collaborative sustainability transformation roadmap.Global carbon emission intensity by segments Scope 1 CO2e per$1 million of revenue,2023 Segment Scope 1 CO2e Utilities 2,633.8 Materials 917.8 Energy 571.3 Industrials 193.8 Consumer Staples 90.0 Consumer Discretionary 32.6 Real Estate 30.6 Information Technology 24.3 Financials 18.9 Communication Services(incl.media&entertainment)9.2 Healthcare 6.8 Source:S&P Global(2023)Source:Deloittes CxO Sustainability Report(2024);n=2,103 33344778888%Competition for TalentChanging Regulatory EnvironmentClimate ChangeEconomic OutlookInnovation(Cognitive services,digital)Global CxOs top five business priorities,2024-2025 Spotlight on Sustainability:Towards greener TV and video 6 2025 Futuresource Consulting Ltd Investment in sustainable roadmaps A robust sustainability roadmap can offer tangible benefits notably,greener brand positioning,cost synergies(energy,technology and resource efficiencies)and positive bottom-line.Together,consumers and enterprises must embrace sustainability and change practices to assist in safeguarding from environmental catastrophe and prevent degradation of the planet for current and future generations.Sustainability examples of TV and Video enterprises By 2030,Netflix is targeting a 46%reduction in emissions,to be achieved through content supply chain improvement and on-site solar and battery storage systems.This will include hydrogen power units via a collaborative Clean Mobile Power Initiative(Walt Disney is also part of the consortium).Diesel generators are to be replaced with low emission alternatives across its media preparation workflow,furthermore fossil fuel vehicles will be swapped out in favour of electric vehicles(EVs).Clean technologies on scripted productions to assist in lowering CO2 by 146 tonnes.Installation of ground-source geothermal heating and cooling system at Albuquerque studio facility.Data storage and cloud compute in collaboration with AWS leveraging 99%renewable energy.Sony is targeting net zero emission target by 2040.New TV manufacturing facilities offering a 57%reduction in carbon footprint.Energy efficiencies of latest TV ranges improved by 25%,versus previous generations.Development of virtual production proposition,encompassing LED displays,cameras,camera tracking and a real-time 3D computer generated(3DCG)rendering engine,reducing CO2 emissions by 52%versus traditional on-site productions.Leading Canadian communications company BCE consumed 56%renewable electricity in 2023.Targeting a 57%reduction in enterprise-wide emissions by 2030 versus 2020.In 2023,BCE recovered seven million used set top boxes,modems,mobile phones and Wi-Fi pods for refurbishment and recycling.Multiple enterprise-wide strategies to reduce energy consumption including data storage consolidation and virtualisation,teleconferencing and hybrid workforce solutions.Spotlight on Sustainability:Towards greener TV and video 7 2025 Futuresource Consulting Ltd Estimated357TWh electricity to run CE video devices,down 7%on 2022*8.6 billionCE video devices installed globallyEstimated54 MtCO2eof emissions from TVs*2.2 billion TVs installed worldwideEstimated 111 TWhelectricity demanded by4K TVs,up 13%from 2022*858 million4K TVs installed,up 18%from 2022Estimated 4.1 MtCO2eof emissions generated by smartphones annually*4.8 billionsmartphones globally,up 5%from 20221.4 billionVoD Subscribers282 millionNetflix Paid-For Subscribers 200 millionAmazon Prime Subscribers154 millionDisney SubscribersGlobal Video Entertainment Facts&Figures(2024)*Energy estimates based upon data from Futuresources CE Market Tracking Service,multiplied by average consumption across consumer devices on the market today Entertainment industry metrics sourced from Futuresources syndicated tracking services Spotlight on Sustainability:Towards greener TV and video 8 2025 Futuresource Consulting Ltd Sustainability in the TV and video industry Historically,the TV and video sector has been perceived as having a relatively low carbon footprint,attributed to its highly fragmented and partner dependent content supply chain.This comprises over ten sub-verticals including broadcast,streaming,publishing and B2B information services,along with diversified energy accountability within linear,non-linear and converged(super-aggregation,etc)workflows.This also includes consumer devices,delivery infrastructure,and workflows-from media acquisition to consumption.These multi-dimensional CO2 accountability redundancies remain the flagship driver for the TV and video segment to be rated“low intensity”with respect to carbon footprint worldwide.However,in todays increasingly fragmented service and delivery eco-system,the category remains a rapidly emerging emitter of greenhouse gas.For instance,Netflix research cited that the rapidly growing TV and video streaming segment is estimated to emit 1.75 billion tCO2e(2018:300 million tCO2e),with year-on-year growth of 9%.In 2023,according to BAFTAs annual albert report,film and TV production on a standalone basis emitted 0.8 million tCO2e,a year-on-year growth of 30%.This results in an average of 16.6 tCO2e of carbon for each hour of production,equivalent to the energy consumption of two homes per annum.“An average of 16.6 tCO2e of carbon is emitted for each hour of content production”TV and video companies are increasingly embracing sustainability within their core business priorities.Although at a nascent stage,adoption is steadily rising.Indeed,Futuresource analysis shows that 90%of the top 30 TV and video companies worldwide have embedded sustainability into their business,operational and financial objectives,both on a long-term(robust net zero targets and timelines)and multi-dimensional(beyond utilizing cleaner technologies only)basis.Most companies continue to follow conventional sustainability initiatives such as utilization of renewable energy sources and leveraging electric vehicles,however,net zero emission targets will take a wider,more comprehensive strategy to achieve.TV and Video Streaming Versus Other Key Industry Emissions All data in billion tCO2e Transport 7.84 Agriculture 5.86 Video Streaming 1.75 Aviation/Shipping 0.99 Spotlight on Sustainability:Towards greener TV and video 9 2025 Futuresource Consulting Ltd Regulatory initiatives Environmental sustainability roadmaps have traditionally focused on new developments and partnerships,with environmental accounting as a core component of most large enterprises environmental,social and governance(ESG)frameworks.Last year Disney and Comcast both launched flagship sustainability reporting and disclosures,signifying a shifting focus towards sustainability initiatives and reporting on a standalone basis.Such actions are driven through government regulation and policy and changing macro indicators,in particular,the annual global temperature rising 1.65C beyond pre-industrial levels and above the 2015 Paris Agreements threshold of 1.5C.In July 2024,Gold Standard launched its carbon market regulations tracker,enhancing local and regional policy awareness and co-operation across 30 jurisdictions to achieve the Paris climate accord.As per the Paris agreement executed by 196 countries in December 2015,within the enhanced transparency framework beginning 2024,nations must register climate change mitigation developments,risks and future activities to meet their net zero targets.In March 2023,under the Green Claims Directive,a new EU amendment was proposed to substantiate each explicit environmental claim by an enterprise.Each claim must be scientifically validated based on international standards.Furthermore,claims about future performance should include time-bound,science-based,measurable targets across the value chain.In 2025,enterprises meeting two out of three criteria(net turnover of 40 million,250 employees or total balance sheet of 20 million)will be subject to the European Unions Corporate Sustainability Reporting Directive(CSRD),Gold Standards Carbon Market Regulations Tracker(2024)Spotlight on Sustainability:Towards greener TV and video 10 2025 Futuresource Consulting Ltd sustainability accounting norms and guidelines.This directive will demand enterprises to abide by EU taxonomy,disclose initiatives with targets and baselines,and publish corporate documents inclusive of sustainability reporting.In August 2024,as per the new amendment within The Energy Efficiency Directive,data centre operators(enterprise,co-location and co-hosting)with an installed ICT energy demand of at least 500 kW must provide KPIs and other associated intelligence to the European database for securing sustainability ratings.This information must be reported annually to the European Commission.The Ecodesign for Sustainable Products Regulation(ESPR)now replaces the legacy Ecodesign Directive(2009/125/EC).Introduced in July 2024,this presents robust design guidelines and attributes to be followed by European enterprises,in order to design and construct sustainable products.Consumer device manufacturers such as smartphones,tablets,set-top-boxes and TV sets must abide with two directives for all new product launches in the European Union post June 2025.Many of the key amendments manufacturers must now adhere to are:Marked plastic components:components heavier than 50g should have accurate information i.e.polymer type etc.Battery diagnostics:Consumers should have access to battery diagnostic information.Digital Product Passports:Each product should encompass a QR code highlighting recycling guidelines,carbon footprint,raw material sources.Longevity in battery lifecycle:83%of capacity after 500 charges will be the de-facto standard.Technology support:Five-year software and security upgrades.Device diagnostics:Guidebooks to dismantle the device along with software for free(extending to 15 years).DIY self-service repairability:Fix and dismantle without the support of specialists.After sales support:Access and availability of spare parts for seven years post product discontinuation.Within the US,the SECs climate disclosure rule focuses on standardization and reporting of US-based publicly traded enterprises greenhouse emissions.The policy demands enterprises to disclose climate change initiatives and risks of their direct and indirect operational activities within annual reports and other financial documentation.Specifically in California,enterprises with annual revenues of more than US$1 billion,operating within the state,must comply with its Climate Corporate Data Accountability Act and its sustainability audit and accounting processes,reporting Scope 1,2 and 3 emissions.Spotlight on Sustainability:Towards greener TV and video 11 2025 Futuresource Consulting Ltd The continued rise in video content consumption Video as a proportion of all internet traffic continues to rise,with industry estimates placing it as high as 80%of total traffic.This increase is driven by ever-wider availability of entertainment content,coupled with the increase in video consumption for productivity,collaboration and communication applications.The expansion of media distribution and engagement touch points,including non-linear TV and video services,FAST(free ad-supported television)channels,and social networks offers consumers ever more content through ever more platforms and devices.Futuresource consumer research identified average online video viewing time is now at approximately 2.5 hours per day.Short form videos(60 seconds)are gaining momentum,a consequence of rising consumption of snack-size content through social media platforms.Comparatively,investment in high-value TV and movie production continues to flourish with major platforms such as Netflix increasing content spend by 35%year on year in 2024,contributing to its global paid-for subscriber base rising 14.4%year on year to 283 million.In 2024,Futuresource expects worldwide consumer spend on TV and video entertainment to exceed US$330 billion,rising 9%over the next four years,outperforming annual GDP growth.This expansion of the media and entertainment segment can be attributed to the continued increase in multi-faceted video-centric engagement avenues across audience,enterprise and digital marketing ecosystems.Audience The sector witnessed a rise in linear channels on FAST distribution platforms(Samsung,Roku,Pluto TV,LG,Rakuten TV,etc)from 1,455 to 1,943 in the United States(June 2022 through May 2024)The global subscription video on demand(SVOD)segment is forecast to reach US$125 billion,up from US$112 billion in 2023.Close to half a billion new subscriptions will be added in the next five years.Pay-TV will continue to generate the majority share of consumer spend,at US$160 billion in 2024,albeit expected to erode with a-2GR over the next five years.By 2028,advertising will account for 55%of total media and entertainment value worldwide.In the United States,the social video advertising segment will reach US$48.9 billion,contributing 45%of total digital spending in 2024.Global shortform video advertising spend to touch US$100 billion,up from US$4.6 billion in 2018.Spotlight on Sustainability:Towards greener TV and video 12 2025 Futuresource Consulting Ltd Content production and eco-system According to GlobalData,Scope 3(a companys indirect emissions that occur in its value chain)currently constitutes 64%of carbon emissions across the top 20 media companies worldwide,with just nine of them having net zero targets due to the complexity in measurement,specifically calculating emissions generated by third party partners and suppliers.The emergence of new regulation such as the European Unions Corporate Sustainability Reporting Directive(CSRD)that extends sustainability accounting to small to medium companies,will accelerate Scope 3 roadmaps and drive sustainability into smaller organisations.In November 2024,Futuresource conducted research with a cross-section of media technology vendors identifying half are utilising sustainable solutions to accelerate their brand positioning along with lowering content supply chain total cost of ownership.20%cited operational efficiencies already being achieved through greener and cleaner technology stacks across the content supply chain.Overall,60%of respondents indicated that fewer than 20%of their respective customer bases are planning to migrate to sustainable technology workflows in the next 12 to 18 months.A sustainable content supply chain reduces total cost of ownership Migration to a cloud-based playout workflow is enabling TV and video companies to reduce both total cost of ownership and carbon footprint.Media preparation is a highly complex and resource intensive workflow.Furthermore,investments into time-bound projects(sports,live events etc.)continue to surge.In fact,travel,accommodation,transportation of equipment,power consumption,food and catering,waste and post-production to the location further increases costs and raises greenhouse carbon emissions(GHGs).Pushing towards IP-based remote production can become a crucial differentiator,improving cost synergies and lowering carbon footprints on a year-on-year basis.Studio Ulster,a virtual studio facility in Northern Ireland,funded by Ulster University,Belfast Harbour and Northern Ireland Screen,Media preparation workflow presently accounts for 35%of Netflixs carbon emissions.This is expected to rise,attributed to higher investments in original programming currently contributing more than half of its US catalogue.8%8%8%8%8%8%9%9%Safeguarding profitability marginsReduce resource/employee churnMaintain local/regional regulatory complianceImprove stakeholder value(investors,partners)Improve operational productivityAcceleration of greener brand positioningLower content supply chain total cost of ownershipSustainability roadmap benefits,2024 survey Spotlight on Sustainability:Towards greener TV and video 13 2025 Futuresource Consulting Ltd conducted a proof of concept before launching the virtual production hub as a service for home and international television filming in 2024.The proof of concept was woven around a short film title“A Thing Called Joy”,to identify the carbon footprint associated with producing this asset across three different modes:fully virtual,hybrid and on-site(location).The CO2 emission was registered across four main attributes for each of the three modes:transportation,usage of material,energy(electricity usage)and heating.In a virtualized remote production environment,the accommodation centric CO2 emissions stood at 6x and 3.8x lower than on-site and hybrid respectively.Furthermore,the virtual approach stood as the most highly sustainable option with respect to usage of material,with 8x and 4x lower emissions compared to on-site and hybrid production.Furthermore,the overall carbon emission per hour peaked at 22.27 kgCO2e for an approach using virtual remote production in contrast with 2,844.70 kgCO2e for a comparative full on-site configuration.Some of the significant sustainability use cases across TV and video supply chain are as follows.SVT utilised Ateliere Live to accelerate their remote production of its flagship TV original title“The Great Moose Migration”.Traditional on-premise infrastructure,five or six media creative professionals plus travel and transportation to remote locations moved to ultra-low latency based live media transport ingest;35 remote cameras capturing from Gothenburg,and Umea remote facilities(proxy editing)and multi-channel publishing at scale.Saving:Saving:70%CO2 reduction and 50%cost synergies.Sky completed the migration of 200 linear TV and video channels using the BCNexxts Vipe browser-based UI and cloud native architecture,with cooling and air conditioning energy efficiencies attributed to reduction in on-premise server footprint across Italy and Germany.This enabled Sky to dynamically allocate requisite compute and storage based on live processing requirements,rather than rely upon comparatively expensive peak demand-based prerequisite infrastructure investment.Saving:Saving:60%CO2 reduction and cost synergies,respectively.Virtual production set from A Thing Called Joy Spotlight on Sustainability:Towards greener TV and video 14 2025 Futuresource Consulting Ltd Consumer devices at the forefront of sustainability With consumer perception shifting drastically towards sustainable product offerings,manufacturers are continually seeking alternative greener and cleaner technologies to harness within the consumer devices space.In 2024,the annual energy consumption across the six primary consumer devices for video(TV,set-top-boxes,gaming consoles,smartphones,tablets and media streamers)is predicted to exceed 357 TWh.Although not insignificant,this represents a decline of 17%when compared to 2020;and a further 12%reduction is predicted by 2028,as older video products are replaced by more energy-efficient alternatives.TVs alone accounted for 239 TWh in 2024,representing 67%of energy usage across video entertainment devices.Set-top-boxes(STBs)accounted for the second largest energy consumption,but also exhibited the highest reduction in energy at 32ross the last four years.Indeed,the collaborative approach including the STB voluntary agreement signed in 2012 along with acceleration of sustainability within the design are core drivers for lower energy usage overall.Moreover,the installed base of STBs is decreasing,as the functionality of these devices is steadily subsumed into Smart TVs and Media Streamers,with a steady transition towards devices that stream content,rather than store video locally on a hard drive.Gaming consoles and media streaming devices exhibit the slowest decline in annual energy consumption at a rate of 3%,and 4%respectively over the past four years.The need for higher compute and performance to deliver premium quality of engagement to every gamer along with evolution of cloud gaming means that the console segment still lacks a strong push towards building a highly energy efficient product ecosystem.Contrast this with media streamers which are constructed around system-on-chip technology already designed to minimise energy consumption,hence improvements here are challenging.Smartphones are the only segment within consumer devices with an increase in energy consumption a 27%rise over 2020 levels,but still representing only 6%of energy usage for video consumption.The continuous surge in devices with larger,brighter screens,higher battery capacity,and increased storage,primarily driven by consumer preferences,are primary drivers for more energy consumption.This is happening in tandem with a 10%rise in smartphone installed base over the last four years.Estimates of electricity use and associated CO2 emissions are derived from Futuresources primary research in consumer electronics.This uses shipments and installed base data combined with product energy consumption figures published by manufacturers to assess overall electricity usage.Consumer research is used to determine typical usage behaviour,yielding the duration that each device is operating or in standby.CO2 equivalence is derived from emissions intensity data published by the EU and individual governments,dependent upon energy mix in each country.These are aggregated to present annualised kWh to CO2e conversion rates,which are used to estimate the environmental impact.050100150200250300TVSet Top BoxGames ConsoleSmartphoneTabletMedia StreamerTWh per yearAnnual Energy Consumption202020242028 Spotlight on Sustainability:Towards greener TV and video 15 2025 Futuresource Consulting Ltd In terms of carbon intensity,Games Console and TV sets lead carbon emissions within the consumer devices space,each accounting for around 23gCO2e per hour of video.It is estimated that this will decline by 15%and 13%respectively over the next four years,by consequence of more energy-efficient devices becoming available.Both Sony and Microsoft are pushing on initiatives that will reduce their carbon footprint in Games Consoles.Meanwhile,Smart TV manufacturers are making progress towards environmental sustainability to reduce their carbon footprints.For example:Samsung:Motion-based energy saving mode activation;automated picture brightness adjustment depending upon ambient environment;and removing the disposable battery in the remote control,replaced with solar charging capabilities from sunlight and indoor light.Sony:Orchestrated viewing sensor(Bravia cam)monitoring audience presence and movement in vicinity to the device;real-time brightness adjustment compensating for room lighting;energy saving recommendations,plus a monthly TV energy consumption reporting tool(called Eco Dashboard);all of which result in an average carbon footprint saving of up to 25%per consumer.0.000.010.020.030.04TVGames ConsoleTabletSet Top BoxMedia StreamerSmartphonekgCO2e per hourCarbon Intensity per hour of Video2020202420280.000.020.040.060.080.108K TV4K TVHD TVkgCO2e per hourCarbon Intensity per hour:Comparison of TV202020242028 Sonys introduction of low-energy resume mode in PS5 Pro seeks to reduce carbon footprint by up to 31,200 tonnes annually,for every million consoles sold worldwide.This is equivalent to the energy usage of 3,700 average homes.Spotlight on Sustainability:Towards greener TV and video 16 2025 Futuresource Consulting Ltd Video Technology Initiatives InterDigitals Pixel Value Reduction(PVR)technology solutions leverage a dual approach to optimize pixel brightness for carbon savings.This cleverly reduces base-level media brightness with minimal visible difference to the user experience.The second approach uses AI/ML-based media asset pixel brightness customization,optimising bandwidth and assisting in better energy savings across multiple screens.The“Carbon Aware Displays Project”illustrates CO2e savings with real-time dynamic alteration of colour schema and display brightness depending upon audience viewership dynamic,such as the time of the day,location,plus the type of device and platform that the content is delivered to.Lowering brightness from 100%to 75n result in energy savings of up to 20%.Similarly,using muted and dark colours facilitate energy efficiencies up to 60%.The initiative also provides audiences with carbon footprint equivalent intelligence along with recommendations.Mobile and connected TV apps developer,Accedo,has collaborated with Humans Not Robots to launch the Ecoflow project supported by the BBC,ITV,Bitmovin,RTL Netherland,Quanteec,Cognizant,the IET,Fraunhofer,Greening of Streaming,DIMPACT and the EBU.This is destined to accelerate each workflow specific to carbon emission across the OTT TV and video services value chain,with an initial focus around media distribution and engagement workflows.Spotlight on Sustainability:Towards greener TV and video 17 2025 Futuresource Consulting Ltd Emissions from OTT and streaming video Video streaming services,capturing ever more viewing time There are over 500 video streaming services worldwide,with approximately 55%of global homes having access.In the US,the average number of paid-for video service subscriptions stands at 3.2 per user.Furthermore,non-linear TV and video services(SVOD,TVOD,AVOD etc)are fast becoming the prominent media engagement and consumption mode in the US with scheduled TV now representing just 30%of overall viewing time.“OTT TV and video services account for 4%of global CO2 emissions”The transition in share of viewing time away from linear broadcast to IP is largely due to the continued investment and development of a strong content roster from key streaming services.Amazon Prime has secured NBA and NFL rights beginning with the 2025/26 season.Netflix dedicated 50%of its content spend to original programming.The top six global streaming services collectively will spend almost US$40 billion on content this year.Globally,TV and video streaming service carbon emissions(CO2)will reach 1.75 billion tonnes,representing a 9%year on year growth.By the end of the decade,CO2 emissions from these platforms is predicted to reach 2.65 billion tonnes.Despite a 2023 lull,a consequence of the artists strike(Writers Guild of America),media preparation workflow(including in-house and third-party contractual studio facilities)remain the largest emitter of CO2 across the streaming business value chain,accounting for close to 60%of emissions.Multi-CDN strategy and renewable sourcing leads to improved environmental sustainability As TV and video services increasingly transition to becoming data platforms,attributed to a migration to 100%digital revenues,optimization of data delivery(i.e.lowering energy consumption)is crucial to improve competitiveness.Energy efficiencies lie at the epicentre of CDNs(Content Delivery Networks,which store and deliver content from servers closer to users to improve speed and performance),leveraging distributed delivery networks,with requests across multiple servers to move workloads to those that are using renewable energy sources.Furthermore,preconfigured green coding with low-energy streaming protocols also seeks to drive improved efficiencies through the supply chain.Spotlight on Sustainability:Towards greener TV and video 18 2025 Futuresource Consulting Ltd Value add-ons centric to utilization of CDN data centres that source 100%renewable energy further enrich the sustainability benefits.Furthermore,multi-CDN strategy assisting in dynamic load balancing,lowering service outage risks and improved premium QoE(quality of experience)are primary attributes of energy efficiencies.Spotify has been an early adopter of multi-CDN strategy,leveraging energy efficient data centre hosted CDNs with pre-embedded green hosting solutions,resulting in reduced energy usage.Comparatively,CDN vendors are lowering their carbon footprint through sourcing renewable energy.Akamai recently entered into a partnership with BayWare Americas(Prairie Solar project)for sourcing 30MW of renewable energy in Champaign County.Spotlight on sports The global sports industry is currently valued at US$403 billion,increasing by close to US$300 billion by 2028;sports watching contributes significantly to this figure,maintaining high engagement rates across both linear and non-linear TV and video services.“Globally,sports emit 300 MtCO2e per year,equal to the annual carbon emissions of Poland”The continued exclusivity and associated high engagement rates attributable to sports content is resulting in streaming services aggressively acquiring domestic,regional and global sports rights.In 2024,streaming services will spend US$46 billion on sports rights,7%up year on year.Global carbon emissions from sports currently stands at 300 MtCO2e per year,equivalent to the annual carbon footprint of Poland.The National Football League(NFL American football)per game carbon footprint is the highest among US sports,pegged at 20.8 tonnes.Major League Soccer(MLS)is ranked second with 18.2 tCO2e per game,followed by the National Basketball Association(NBA)at 13.7 tCO2e.5.00 bn3.50 bn2.60 bn2.00 bn2.00 bn2.00 bn0.45 bn0.12 bn0.03 bn0.02 bnFIFA World CupTour de FranceCricket World CupWomens Football World CupOlympic Summer GamesOlympic Winter GamesUEFA Champions LeagueNFL Super BowlWimbledon TennisNBA Basketball FinalsTop 10 Sports by Viewers(billions)Spotlight on Sustainability:Towards greener TV and video 19 2025 Futuresource Consulting Ltd FIFA World Cup In large sporting events,in-stadium fan travel and transportation remain the most prominent factor impacting carbon emissions.Comparing the last four FIFA World Cups:Qatar 2022 generated CO2 emission of 3.63 million tonnes,equivalent to the annual energy usage of 0.43 million homes.Qatars CO2 emissions far exceeded Russia 2018s 2.27 million tonnes.The higher than anticipated CO2 emission at Qatar was predominantly attributed to higher construction specific emissions(20%of total)and high emissions for fan accommodation,adding to the 51%of travel-centric emissions.Global sport emissions Leading sports franchises also continue to aggressively push improved sustainability:F1 motor racing targeting carbon neutrality by 2030.NBA investing into waste reduction and sustainable arena designs.The PGA Golf Tour seeking a 25rbon footprint reduction by 2030.IOCs Olympic Games to be carbon neutral by 2025.Sports teams,federations and franchises are leveraging media technology vendors to meet both near and long-term sustainability goals.France Tlvisions launched its Paris 2024 Olympics centric digital platform“France.tv”in close collaboration with TVU Networks in April 2024.Utilizing 100%cloud infrastructure along with 5G network,the public broadcaster reduced its carbon footprint versus its on-premises legacy system.The initiative resulted in a 300-tonne reduction of CO2 for transmission and 12x reduction in production emissions and overall achieving a 70%cost benefit.FIFA World Cup carbon emissions and fan travel as percent of total emissions Major sports CO2 emissions and equivalent emissions output by nation.Spotlight on Sustainability:Towards greener TV and video 20 2025 Futuresource Consulting Ltd Paris Olympics The Paris Olympics halved the CO2 emission levels of London 2012 and Rio 2016.Television remained the prominent platform for viewing of the games,accounting for 67%of viewing hours,followed by smartphones and tablets at 18%combined.NBCs Peacock video platform served 23.5 billion minutes of content,a 40%rise over the previous Olympics.The carbon footprint associated with media distribution stood at 603 million tonnes,with broadcasters linear and on-demand offerings accounting for 75%of the total.Case Study:Paris Olympic Games,2024 Global audience of 3.05 billion 15 million in-person visits to the event Tickets sales total 12 million,including 2.5 million for Paralympics 14,900 athletes participating from 206 countries Use of 56 venues,of which 95%already existed 90%re-use of six million physical assets 9.5 hours average content consumed per audience member Total 28.8 billion hours of video content viewed 97%of viewing on television;57%on mobile devices;40%on PCs/laptops(audience consuming at least one minute of Olympics video content across each type of device)Total 1.25TWh of electricity consumed for video distribution of the games US$188 million total TV and video electricity cost 602.8 MtCO2e carbon emitted in broadcast and streaming video to CE Video distribution created 224.0 MtCO2e in carbon emissions(equivalent to the annual energy usage of 30 million average homes)InterDigitals perspective“InterDigitals PVR solution targets the energy consumed in the display of video content,altering a devices pixel brightness to achieve energy savings while maintaining the highest picture quality.Based on the collaborative work with Futuresource,we estimate that the global application of PVR would have saved up to 48 million kWh of energy across viewers of the 2024 Paris Olympic Games.This is equivalent to fuelling 4,000 US homes for a year,or enough energy for 40 million hot showers.Spotlight on Sustainability:Towards greener TV and video 21 2025 Futuresource Consulting Ltd Summary TV and video companies must adopt the 3C roadmap(co-relation,cost synergies,and cohesive)to meet both short and long-tail sustainability objectives including net zero targets.Co-relationship with global,regional and local policies and regulations is vital to achieve short-term sequential goals across the content supply chain.Alongside,aligning with new regulation,such as the European Unions Corporate Sustainability Reporting Directive(CSRD),and the Ecodesign for Sustainable Products Regulation,will not only offer a strong governance framework but also assist in mapping sustainability progress across multiple stakeholders.Furthermore,as complexities within the content supply chain continue to grow,companies should adopt technology stacks that enable real-time assessment and identification of interconnected sustainability gaps and inefficiencies.This approach will help establish a robust,sustainability-focused market presence and strengthen brand positioning.The sustainability myth unfolds that it will add higher operational and business overhead costs.In fact,migration to a sustainable roadmap leads to a notable reduction in costs,as showcased in the use cases:SVT-Ateliere(moving to remote live production,resulting in 50%cost synergies and 70%CO2 reduction)and Sky-BCNexxt(linear channel migration to cloud,assisting in 60%cost synergies and CO2 reduction).Sustainability will become an integral part of TV and video companies core strategies,driven by cost savings and the need for next-generation technologies to meet changing audience demands.As hyperscalers and co-location providers increasingly adopt renewable energy-powered data centres,this will create cost efficiencies for connected TV and video providers,ultimately boosting profitability.TV and video companies should follow a cohesive sustainability framework,requiring a unified approach in close collaboration with the entire supply chain,including device manufacturers,hyper content owners,and digital content preparation agencies.The TV and video value chain relies heavily on third-party services,making it crucial to closely align goals and collaborate with a range of diverse partners.Additionally,a two-way dynamic will drive technology procurement in this sector.Technology vendors will promote greener solutions,while businesses will increasingly choose vendors based on their sustainability plans.Finally,as TV and video enterprises expand their footprint beyond the traditional linear and non-linear TV and video segments to include such medium as in-flight entertainment and super aggregation apps,adaptive but modular enterprise-wide sustainable processes,systems,workflows and culture will be essential to yield broader benefits to the overall industry.About Futuresource Futuresource is a specialist research and knowledge-based consulting firm with a 35-year heritage,providing organisations with ongoing insight and forecasting into media and entertainment,broadcast equipment,education technology,consumer electronics,digital imaging,storage media and professional displays.www.futuresource- infofuturesource- About InterDigital InterDigital develops mobile and video technologies that are at the core of devices,networks,and services worldwide.We solve many of the industrys most critical and complex technical challenges,inventing solutions for more efficient broadband networks,better video delivery,and richer multimedia experiences years ahead of market deployment.InterDigital has licenses and strategic relationships with many of the worlds leading technology companies.Founded in 1972,InterDigital is listed on N 2025 Futuresource Consulting Ltd
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THE ESSENTIAL GUIDE TO THE WORLDS CONNECTED BEHAVIOURSGLOBAL OVERVIEW REPORTDIGITAL 2025GWISTATISTAD.
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The ExchangeWire Media Pulse:H2 2024Mat Broughton Research Lead,ExchangeWirePublished Febraury 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|ContentsExecutive Summary 3Key Findings 4Ad spend 5J Ad spend expectations post Q2 2024 6J Black Friday ad spend 6J Forecast 2025 ad spend 7J Most important ad spend channel for 2025 7AI 8J Predicted success of Perplexity Als advertising model 9J Impact of Performance Max updates 10CTV 11J Fragmentation of CTV market 12DOOH 13J Importance of pDOOH when planning ad spend/developing campaigns 14Google 15J Expectation of forced asset divestment by Google(pre-DOJ ad tech trial)16J Expectation of forced asset divestment by Google(during DOJ ad tech trial)16Legal and regulation 17J Impact of GARMs disbandment on the ad industry 18J Predicted success of AltStore 19Social media regulation 20J Predicted impact of FTC report on social media regulation 20J Desire for social media ban for under-16s 20Measurement 21J Confidence with ad measurement 22Sustainability 23J Implementation of Ad Net Zero Global Media Sustainability Framework 24About ExchangeWire 25bbbbbbbbbbb2/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Executive summaryThe second half of 2024 in the media,marketing,and commerce industries progressed in much the same way as the first:a thrilling cavalcade of legal developments,national elections,industry debate(were those CTV rumours right or wrong?),and the continued revival of investment in the sector.Following on from our H1 report,once again we survey the agency,brand,publisher,and technology professionals that comprise the ExchangeWire audience,for their take on the landmark issues of the day.In the ExchangeWire Media Pulse H2 2024,we cover:As detailed within this report,the overall mood of the industry is markedly positive.Advertising spend in 2025 is set to build on record increases made last year,fuelled by greater confidence in campaign measurement,heightened interest in DOOH,and mooted opportunities generated through the potential breakup of Google which is now thought to be likely.Read on to discover how leading industry professionals reacted to key developments over 2024,and how they expect the sector to evolve moving into the year ahead.For further debate on critical topics across advertising and marketing,such as AI,attention,and retail media,please read our recently-published Industry Review 2025.Current and forecast ad spendThe US Department of Justice(DOJ)antitrust case against GoogleFragmentation within CTVImpact of legal cases and social media regulationPerformance and transparency of AI solutionsConfidence with advertising measurementImportance of programmatic digital out-of-home(pDOOH)Adoption of sustainability frameworks to measure carbon emissions3/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|J Almost 90%of respondents reported in December that they,or their clients,were planning to increase their ad spend through 2025,a dramatic reversal of earlier pessimism in July.J Out-of-home(OOH)advertising was deemed as the most important channel for the upcoming year while six-in-ten respondents stated that pDOOH was important within the overall media mix.J Over three-quarters of those polled believe that Google will have to divest parts of its ad tech stack,following the DOJ trial.J Almost 60%of respondents are highly confident with measuring their advertising campaigns,claiming previous challenges have easedJ The dramatic closure of the Global Alliance for Responsible Media(GARM),following a lawsuit filed by Elon Musk-owned X,evenly split the ExchangeWire audience in terms of whether it would have a negative,or positive,impact.J Only 15%of polled respondents believe that the US Congress is set to introduce stricter social media regulations.J Encouragingly,the majority of respondents stated that they were either already using Ad Net Zeros Global Media Sustainability Framework to measure their carbon emissions,or were planning to do so.89%of respondents reported in December that they,or their clients,were planning to increase their ad spend through 202559%of respondents are highly confident with measuring their advertising campaigns15%of polled respondents believe that the US Congress is set to introduce stricter social media regulationsKey findings4/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Ad spend5/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 1:Ad spend expectations post Q2 2024Figure 2:Change in ad spend in run-up to Black Friday H2 2024Black Friday ad spendWhile overall ad spend was not forecast to increase,respondents did reveal that they are planning to increase their budgets around specific events.Following on from the H1 finding that 61%of those surveyed were increasing their budget around the years key sporting events,57%of respondents noted in October that they were increasing their ad spend around Black Friday.Moreover,only one-fifth(20%)reported that they were decreasing their spend around this key date in the shopping calendar.Ad spend expectations post Q2 2024In July,the IPA released their Q2 2024 Bellwether report,which reported that marketing budgets for the quarter reached their highest level in over a decade,with upwards revisions across all assessed categories.Despite the second-highest revision to budgets in the reports 25-year history,ExchangeWire Digest readers were not highly optimistic as to the prospect of further budget increases,with only 42%predicting upward revisions.58#! !W%b AD SPEND WILL SEE FURTHER SIGNIFICANT INCREASEb AD SPEND WILL INCREASE,BUT NOT SIGNIFICANTLYb AD SPEND WILL LEVEL OUT AFTER HAVING HIT A DECADE-LONG PEAKExchangeWire Digest:22/07/202426/07/2024b INCREASED AD SPENDb NO CHANGEb DECREASED AD SPENDExchangeWire Digest:26/10/202430/10/20246/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Most important ad spend channel for 2025Out-of-home(OOH)advertising was deemed as the most important channel for the upcoming year,with 28%of respondents stating that it was the most critical channel for their advertising budgets for 2025.This was closely followed by digital(25%)and retail media(21%).Surprisingly,CTV was deemed the least important channel for advertising spend for the upcoming year,with only 10%stating that it was the most important channel for them,or their clients.Forecast 2025 ad spendBy the close of the year,pessimism around potential growth in advertising budgets(see“ad spend expectations post Q2 2024”)had reversed dramatically.Almost 90%of respondents reported in December that they,or their clients,were planning to increase their ad spend through 2025,while only 3%reported that they were planning to decrease their advertising budgets.Figure 3:Forecast 2025 ad spend H2 20248%3%b AD SPEND BUDGET FOR 2025 WILL BE GREATER THAN 2024b EXPECT TO SPEND AROUND THE SAMEb PLAN TO REDUCE AD SPEND IN 2025ExchangeWire Digest:09/12/202413/12/202430 %0%OOHDigitalRetail mediaAudioPercentage of respondentsFigure 4:Most important ad spend channel for 2025ExchangeWire Digest:02/12/202406/12/2024CTV28%!%7/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|AI8/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Predicted success of Perplexity AIs advertising modelFollowing news that generative AI search engine Perplexity AI was in discussion with multiple bluechip brands,including Marriott and Nike,over sponsored advertising placements within its platform,ExchangeWire readers were bullish as to the prospective success of the model.Over one-third(35%)of respondents believed that the new platform would be a“guaranteed”success,while a further 31%stated that it would likely be a successful endeavour.Figure 5:Predicted success of Perplexity Als advertising model H2 2024of respondents believed that the new platform would be a“guaranteed”successstated that it would likely be a successful endeavour351%b A GUARANTEED SUCCESS ADVERTISING ALONGSIDE AI RESPONSES IS THE FUTUREb PROBABLY SUCCESSFUL CONSIDERING PERPLEXITY HAS ALREADY BEEN IN TALKS WITH BIG BRANDS LIKE NIKEb IT WILL GAIN SOME TRACTION BUT UNLIKELY TO GAIN HUGE POPULARITYb MOST ADVERTISERS WILL NOT ADD IT TO THEIR MEDIA PLANS ANYTIME SOON ExchangeWire Digest:30/09/202404/10/2024351%9/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Impact of Performance Max updatesWhile almost half(49%)of respondents did not have issues with Googles Performance Max,those that did were fairly evenly split in terms of their reaction to updates to the AI-powered solution,which were announced by the big tech firm in August.The updates were ostensibly designed to increase advertiser control and transparency as to where their ads were placed within the Google ecosystem.A total of 29%of those polled stated that the updates would help to tackle the main issues with the platform,while a further 22%claimed that further improvements were necessary for these campaigns.Figure 6:Impact of Performance Max updates H2 2024ExchangeWire Digest:05/08/202409/08/2024of respondents did not have issues with Googles Performance Maxof respondents claimed that further improvements were necessary for these campaigns49%b DID NOT HAVE COMPLAINTS BEFORE THE UPDATES WERE MADEb UPDATES WILL HELP TACKLE MAIN ISSUESb MORE UPDATES ARE NEEDED 49)/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|CTV11/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Fragmentation of CTV marketIn one of the more oddball stories of 2024,US fast-food chain Chick-fil-A announced in August that it would launch its own family-friendly streaming platform,which duly launched in November.In response to the surprise entrance of a firm best known for fried chicken sandwiches and despite the earlier finding that only one-tenth of those surveyed deemed CTV to be the most important channel for their advertising efforts in the year ahead(see“most important ad spend channel for 2025”)an overwhelming majority(89%)of respondents stated that they believe the CTV market is not becoming too fragmented,while only 3%stated that it is becoming too fragmented.Figure 7:Fragmentation of CTV market H2 2024ExchangeWire Digest:26/08/202430/08/2024of respondents stated that they believe the CTV market is not becoming too fragmentedof respondents stated that it is becoming too fragmented89%3%8%3%b CTV IS BECOMING TOO FRAGMENTEDb NOT SUREb CTV IS NOT BECOMING TOO FRAGMENTED12/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|DOOH13/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 8:Importance of pDOOH when planning ad spend/developing campaigns H2 2024ExchangeWire Digest:07/10/202411/10/2024of respondents stated that pDOOH was important within the overall media mixof respondents stated that pDOOH was essential6077#%Importance of pDOOH when planning ad spend/developing campaignsCoupled with the earlier finding that out-of-home(OOH)advertising was forecast to be the most-important channel for ad spend in 2025(see“most important ad spend channel for 2025”),programmatic digital out-of-home(pDOOH)was similarly deemed to be a critical component within the marketing mix.Six-in-ten respondents stated that pDOOH was important within the overall media mix,while over one-third(37%)stated that it is essential.b ESSENTIAL TO THE MEDIA MIXb FAIRLY IMPORTANTb QUITE LOW DOWN THE PRIORITIES LIST14/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Google15/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Expectation of forced asset divestment by Google(pre-DOJ ad tech trial)Prior to the commencement of the eagerly-anticipated US Department of Justice(DOJ)trial examining potential anticompetitive actions by Google within its ad tech business,ExchangeWire readers were generally uncertain whether the trial would result in Google having to divest of parts of its stack.Over half(51%)stated they were unsure,however over one-third(34%)believed that the trial would result in Google having to spin off some of its assets,over double the proportion that stated that the big tech giant would not be forced to sell off parts of its business.Expectation of forced asset divestment by Google(during DOJ ad tech trial)However,despite this earlier uncertainty(see above),following a tepid early trial performance by Googles legal team,and the landmark ruling in a separate case covering Googles search business deeming that the company is“a monopolist”,a breakup of its ad tech stack is more likely than not according to those surveyed.Only 24%stated that Google would end up retaining its entire business,while 26%stated that a breakup mandated by US district judge Leonie Brinkema is“inevitable”.Meanwhile,over one-third(35%)of respondents stated that,following the arguments in court,Google will pre-emptively split its business in some form to avoid more punitive action.Figure 9:Expectation of forced asset divestment by Google(pre-DOJ trial)H2 2024Figure 10:Expectation of forced asset divestment by Google(pre-DOJ trial)H2 202415&4$5Q%b YES,I EXPECT TO SEE PARTS OF GOOGLE SPUN-OFFb POSSIBLY IM NOT SURE YETb NO GOOGLE WONT BE SPINNING-OFF ANY ASSETSExchangeWire Digest:29/07/202402/08/2024b GOOGLE WILL FIND A WAY TO AVOID BREAKING UP ITS EMPIREb GOOGLE WILL ANNOUNCE ITS OWN BREAKUP TO DO IT ON THEIR TERMS BEFORE THE COURT CAN FORCE ITb SOME TYPE OF BREAKUP FORCED BY JUDGE BRINKEMA IS LIKELYb BREAKUP FORCED BY JUDGE BRINKEMA IS INEVITABLE,WELL SEE ONE OR MORE PARTS OF THE COMPANY SPUN OFFExchangeWire Digest:16/09/202420/09/202416/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Legal and regulation17/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 11:Impact of GARMs disbandment on the ad industry H2 2024of respondents stated that the closure would have a severely negative impact on the industryof respondents believed that the shuttering of GARM was actually a positive22B%b ITS A HUGE BLOW TO THE INDUSTRY SURE TO SEE SOME NEGATIVE EFFECTSb MAY SEE SOME NEGATIVE EFFECTSb THE INDUSTRY HAS REACHED A STEADY PLACE WITH DIGITAL SAFETY THE EFFECTS SHOULDNT BE TOO SERIOUSb THE CLOSURE OF GARM IS A POSITIVE FOR THE AD INDUSTRY ExchangeWire Digest:12/08/202416/08/2024Impact of GARMs disbandment on the ad industryAugust saw the dramatic closure of the Global Alliance for Responsible Media(GARM),a voluntary cross-industry initiative promoting digital brand safety,following a lawsuit filed by Elon Musk-owned X.Perhaps reflective of the contentious nature of brand safety controls,which by some are deemed essential and others stifling,the closure evenly split the ExchangeWire audience.An equal proportion(22%)stated that the closure would have a severely negative impact on the industry,as those who believed that the shuttering of GARM was actually a positive.18/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 12:Predicted success of AltStore H2 2024ExchangeWire Digest:19/08/202423/08/2024of respondents claiming that people would flock to the alternative en masse19$W%Predicted success of AltStoreAfter entering into effect in 2023,the European Unions Digital Markets Act(DMA)had dramatic ramifications in 2024,when third-party app store AltStore,alongside video games platform Epic Games Store,launched on Apple iOS across Europe.Previously,Apple had prevented third-parties from distributing apps outside of its in-house App Store,however was forced to do so having been designated a“gatekeeper”subject to the DMA in September 2023.Generally however,ExchangeWire readers generally did not believe that the AltStore would have a sizable impact on the popularity of Apples own App Store,with only 19%claiming that people would flock to the alternative en masse.b MANY PEOPLE WILL FLOCK TO THIS ALTERNATIVEb ALTHOUGH A SIGNIFICANT MOVE AGAINST APPLE,WE ARE UNLIKELY TO SEE THE ALTSTORE HAVE MUCH SUCCESS ON IOSb APPLES DOMINANCE REMAINS LARGELY UNCHANGED19/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Predicted impact of FTC report on social media regulationIn September,the US Federal Trade Commission(FTC)released a report denouncing how social media and video streaming companies both gather and utilise user data.Claiming the practices amounted to the firms operating a“vast surveillance”programme,the report called on Congress to increase the power of data protection policies.Despite these conclusions,only 15%of polled respondents believe that the US Congress would introduce stricter regulations which impact all civilians,though one-quarter(25%)of those surveyed stated that Congress is likely to introduce further protections for children.Desire for social media ban for under-16sAs part of a bonanza of end-of-year legislation,the Australian government announced,and subsequently passed,legislation to introduce a minimum age limit of 16 for access to social media platforms.The ban,which covers Snapchat,TikTok,Facebook,Instagram,and X,is not expected to come into effect for at least the next 12 months.Other countries reported to be following Australias lead include Singapore and Norway.On whether those under 16 should be banned from using social media,the ExchangeWire audience was neatly divided.Two-in-five respondents(40%)of those polled stated that they believed the measures to be excessive,while 38%claimed the measures are a welcomed safeguard.Figure 13:Predicted impact of FTC report on social media regulation H2 2024Figure 14:Desire for social media ban for under-16s H2 202415$86%b WERE UNLIKELY TO SEE CONGRESS INTRODUCE FURTHER REGULATIONS AT THE MOMENTb CONGRESS MAY BE INFLUENCED BY THE REPORT;WE COULD SEE SOME REGULATORY CHANGES INTRODUCED IN THE FUTUREb CONGRESS WILL INTRODUCE FURTHER REGULATIONS WHICH FOCUS ON SAFEGUARDING MINORS SPECIFICALLYb CONGRESS WILL INTRODUCE STRICTER REGULATIONS HAT IMPACT ALL US CITIZENSExchangeWire Digest:23/09/202427/09/2024b DESIRED IT WOULD BE A WELCOMED SAFEGUARDb NOT SURE/DO NOT WISH TO DISCLOSEb NOT DESIRED IT IS AN EXCESSIVE MEASUREExchangeWire Digest:18/11/202422/11/2024Social media regulation20/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Measurement21/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|are highly confident with measuring their advertising campaigns59Y#%Confidence with ad measurementIn our final poll of the year,we assessed whether media and marketing professionals were becoming more confident in their advertising measurement,or whether challenges were preventing accurate assessment of their campaign performance.Positively,almost 60%of respondents are highly confident with measuring their advertising campaigns,claiming previous challenges have eased.However,nearly one-fifth of those surveyed are still encountering significant challenges with accurately measuring their campaign performance.b HIGHLY CONFIDENT MEASUREMENT HAS BECOME A LOT EASIERb MODERATELY CONFIDENT THERE ARE STILL CHALLENGESb LESS CONFIDENT AS TIME GOES ON WE ENCOUNTER BIGGER CHALLENGESFigure 15:Confidence with ad measurement H2 2024ExchangeWire Digest:16/12/202420/12/202422/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Sustainability23/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Implementation of Ad Net Zero Global Media Sustainability FrameworkFollowing the publication of the first iteration of Ad Net Zeros Global Media Sustainability Framework,encouragingly the majority of respondents(59%)stated that they were either already using the framework to measure their carbon emissions,or were planning to do so.Given that the framework is supported by a host of industry bodies(eg 4As,The Advertising Association,IAB);major agencies(eg dentsu,Havas,WPP),and technology vendors(eg Google,Meta,PubMatic),more work needs to be done to encourage the 41%of those polled to adopt the framework to ensure it meets its goals of enhancing transparency,consistency,and accuracy around the impact of digital advertising on the environment.272A%b ALREADY USING THE FRAMEWORKb NOT YET USING THE FRAMEWORK,BUT PLAN TOb NO PLANS TO MEASURE EMISSIONS USING THE FRAMEWORKFigure 16:Implementation of Ad Net Zero Global Media Sustainability Framework H2 2024ExchangeWire Digest:08/07/202412/07/2024of respondents stated that they were either already using the framework to measure their carbon emissionsof respondents have no plans to measure emissions using the framework59A$/25Published February 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|About ExchangeWireExchangeWire provides news and analysis on the business of media,marketing and commerce with a specific focus on data and technology.We offer actionable market intelligence on the trends and innovations that are shaping the media,marketing and commerce industries.Were always interested in any technology and business-related news globally,and in particular across EMEA and APAC.Relevant companies are encouraged to get in touch.Were also interested in hearing from PR people working with companies in any of the areas named above.For more information,please visit 25/25
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2CHAPTER 1:CREATOR ENTREPRENEURS061216212530CHAPTER 2:CREATORS IN ENTERTAINMENTCHAPTER 3:THE RISE OF LONG-FORM CONTENTCHAPTER 4:AMBASSADOR PROGRAMSCHAPTER 5:TECH-DRIVEN INFLUENCECHAPTER 6:THE RISE OF B2B INFLUENCER MARKETINGCHAPTER 7:INNOVATIVE INFLUENCER STRATEGIES34FOREWORDCONCLUSION4003CONTENT3FOREWORD4In 2025,the creator economy will undergo a radical transformation,continuing to move beyond content creation to disrupt industries like traditional entertainment,commerce,education,and B2B marketing.What began as influencer partnerships is now rewriting the rules of consumer engagement at every level.At Billion Dollar Boy,we see this as a step into a new era,where creators influence rivals and often surpasses traditional methods.Creators are becoming powerful entrepreneurs and brand builders,fostering a peer-to-peer dynamic thats reshaping sectors like retail,beauty,and fashion,and paving the way for new business and marketing models.As creator-led businesses level the playing field,brands are taking notice and accelerating partnerships with them.INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGYINTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY5Creators are also emerging as the new media moguls.Theyre launching their own production houses,and turning social-first formats into popular,high-quality,entertainment that rivals traditional media channels such as TV.Social media platforms offering long-form and interactive options are enabling creators to build deeper fan engagement and foster vibrant communities,positioning them as leaders in a rapidly evolving media landscape.This trend is accelerated by emerging technologies like AI,AR,and wearables,which are empowering creators to build immersive,personalized experiences that strengthen bonds with their audiences.As the creator economy matures,its a powerful force that demands a new way of thinking.Brands that embrace this shift and support creators with deeper,more sincere partnerships will unlock unprecedented potential.As we step into 2025,we are on the brink of a new era,where the lines between creators and brands are blurring,reshaping culture,commerce,and community.INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY6CREATOR ENTREPRENEURSTHE NEW POWER PLAYERS OF COMMERCECHAPTER 17PREDICTIONCreators are leveraging their influence to launch successful brands and products,giving them even more opportunities to monetize their passion.As they continue to build their audiences and IP,creators will transform into powerful entrepreneurs,disrupting traditional commerce and giving rise to new brand-consumer strategies and technological solutions.ED EAST,GROUP CEO AND CO-FOUNDER:“In 2025,we expect to see brands investing in creators education,well-being,and business development,recognizing that sustainable,long-term relationships go far beyond transactional campaigns.The shift towards a more holistic approach one that nurtures creators personal and professional growth will be pivotal.We anticipated this shift and launched FiveTwoNine with a clear mission:to empower creators by providing them with the essential tools,knowledge,and connections they need to thrive.Our platform isnt just about facilitating brand deals;its about helping creators take their careers to the next level.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY893%The vast majority of marketers are planning on launching a co-created product/service with a creator in the future*2/3of consumers have bought a creator-founded product/brand/service*88%of creators have launched a product or service*27%Consumers are more likely to buy creator-founded products and services than those of traditional brands(24%),distorting the market*BECKY OWEN,CHIEF MARKETING OFFICER:“The rise of creator-founded businesses is a testament to the entrepreneurial spirit of the creator economy.This trend is not only reshaping the SME market but also empowering creators to take control of their careers and financial futures,ultimately driving the growth of the creator economy in 2025.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY9Chelsea Parke showcases how social media engagement can fuel brand-building success.Originally a fashion creator with over 53K Instagram followers,Chelsea used her platform to launch her clothing brand,Parke,in 2022,offering timeless wardrobe staples.Parke quickly gained traction as Chelsea leveraged her online influence to boost sales,including a recent NYC pop-up that generated$300,000.FASHION CREATORFASHION BRAND OWNEREVIDENCE IN THE INDUSTRY:INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY10The creator economy will continue to revolutionize commerce,empowering creators to launch their own brands and products.As creators build loyal audiences,they will increasingly disrupt traditional distribution channels,leveraging platforms like TikTok Shop and Amazons Influencer Program to directly connect with consumers.This shift will not only fuel the growth of creator-founded businesses but also lower the barrier to entry for aspiring entrepreneurs,democratizing the retail landscape.PREDICTIONJOSHUA TEMPLE SLOGO,UK GAMING CREATOR AND FOUNDER OF PRODUCTION STUDIO,LIMAX STUDIOS:“At the beginning,a lot of brand deals and partnerships sat at the top of the chain,with the largest creators holding a monopoly.But over time,brands have increasingly recognised the value of smaller creators as well.Overall,distributing wealth and opportunities more equitably will benefit the creator economy,contributing to its growth.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY11Beauty and accessibility creator,disability activist,journalist,broadcaster and author,Lucy Edwards is launching her own beauty brand,Etia,co-funded by Este Lauder and TikToks The Catalysts program.Etia actively includes the 1.3 billion disabled people worldwide by combining aesthetic design with universal design-including modular design,braille,NaviLens codes,and accessible tutorials.Lucy Edwards:“Creators have realized that they have a true,authentic connection with their audience and this parasocial relationship is like no other compared with traditional media outlets.LUCY EDWARDS LAUNCHING HER OWN PRODUCT LINEEVIDENCE IN THE INDUSTRY:“If youre not selling on social media,youre not where the consumer is.TikTok Shop is dominating the market,especially in the beauty space.They have created a way to directly shop through marketing and it will be a big part of Etias e-commerce plan when we launch.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY12REDEFINING MEDIA CONSUMPTIONCREATORS IN ENTERTAINMENTCHAPTER 213Creators have proven they can launch formats that rival those on traditional media channels,including TV.Platforms like TikTok and YouTube are incubators for innovative content,and media companies are increasingly looking to these platforms to discover the next generation of talent and formats.This shift is reshaping the entertainment landscape as we know it.The collaboration between brands and creators to produce entertainment properties will continue to grow,with brands increasingly looking to creators to help them produce content that resonates with their target audience.This trend is poised to push the boundaries of traditional entertainment.As consumers seek more authentic and engaging content,we may see formats born on social platforms like TikTok ascend to mainstream dominance,potentially even transcending to traditional television screens.PREDICTIONALEX WILLIAMSON,EXECUTIVE CREATIVE DIRECTOR,GLOBAL AT BILLION DOLLAR BOY:“2025 will see more brands collaborate with creators to produce regular entertainment content formats-such as Chicken Shop Date and Hot Ones-driving brand love,and ultimately brand preference.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY143BNHot Ones has garnered over three billion views since its debut in 2015,disrupting the talk show category.-Variety 3 to 5“Creator content can perform three to five times better than branded assets when applied to other advertising channels such as display,OLV,CTV,DOOH,and even linear TV”-Linqia 63ch day,63%of 18-34-year-old consumers stream video content via an“internet-connected TV device”(including smart TVs or streaming devices from platforms such as Amazon or Roku)-Leichtman Research GroupBECKY OWEN,CHIEF MARKETING OFFICER:“The rise of social media platforms as incubators for dominant cultural entertainment signals a major milestone in the creator economy.What once began as niche content created for specific audiences is now breaking through into the mainstream,embraced by both traditional media and the broader public.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY15This series is a prime example of a creator leveraging a unique format to captivate audiences and redefine the talk show category.The shows premise,which involves Dimoldenberg interviewing celebrities in a casual,often awkward setting,has struck a chord with viewers.Her viewership figures are often in excess of 4 million,exceeding traditional talk shows on TV.For instance,Late Night with Seth Meyers averages around 1.5 to 2 million viewers per episode and The Graham Norton Show draws around 2 to 3 million viewers per episode.AMELIA DIMOLDENBERGS CHICKEN SHOP DATEThe success of“Chicken Shop Date”demonstrates how creators can innovate within established genres by finding unique angles and formats.Dimoldenbergs ability to blend humour,authenticity,and celebrity appeal has made her show a viral sensation and a testament to the power of creator content in the digital age.EVIDENCE IN THE INDUSTRY:INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY16THE RISE OF LONG FORM CONTENTCREATING IN-DEPTH AUDIENCE ENGAGEMENTCHAPTER 317Long-form content will become even more prevalent in the creator economy as consumers crave more in-depth creator interaction.Creators who can produce high-quality,informative,and entertaining long-form content will be well-positioned to succeed-especially as competition grows fiercer in a rapidly expanding sector.Successful long form content creators will attract a more engaged audience and encourage more diverse types of brand partnerships,unlocking new monetisation opportunities for the creator economy.Moreover,well-structured long-form content can be easily repurposed into multiple shorter,shareable short-form clips for platforms like TikTok.This allows creators to reach a wider audience,drive engagement,and generate additional revenue streams.By effectively leveraging their long-form content across multiple platforms,creators can maximize their earning potential and build a sustainable career.Platforms like YouTube are particularly well-suited for long-form content,as they offer creators the opportunity to monetize their work through various partnership models,including advertising,sponsorships,and merchandise.PREDICTIONWhile the rise of short-form video platforms like TikTok has undeniably reshaped content consumption habits,a significant shift is underway.Content creators across various industries are recognising the growing appetite for in-depth content and once again prioritizing long-form formats.INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY18SOPHIE CROWTHER,TALENT PARTNERSHIPS DIRECTOR:“As audiences seek more in-depth,engaging experiences,platforms like YouTube and long-form formats are experiencing a renaissance.Expect this shift to accelerate in 2025,amplified by the growing popularity of subscription-based platforms like Substack which offer creators the opportunity to curate exclusive content while also providing alternative revenue streams.”EMILY ANDRAS,CREATIVE:“Creators will feel emboldened to use multiple assets to tell a connected story over time,allowing them to showcase product evolution and efficacy.Weve seen this in the willingness of younger demographics to watch movies in multiple TikToks.”2 in 5consumers have engaged with long-form content in the past 12 months.2 in 3marketers and creators have increased long-form creator content production in the past 12 months.1 in 3creators believe long-form content increases ROI.INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY19TikTok is testing 30-and 60-minute video uploads and launched a program incentivizing creators who post videos over a minute with monetization opportunities.Snap is allowing users to create videos up to three minutes long and upload videos up to five minutes.YouTube has extended its Shorts to three minutes.By encouraging more long-form content,platforms are providing creators with new ways to engage audiences and produce quality content that generates more diverse and sustainable revenue streams.PLATFORMS ARE RESPONDINGEVIDENCE IN THE INDUSTRY:INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY20Earlier this year,Tareasa Johnson,aka Reesa Teesa,shared a 52-part TikTok series titled“Who TF Did I Marry?”where she detailed her marriage to a man she labeled a pathological liar.The 10-minute videos,released over several days,quickly went viral,drawing millions of viewers who spent nearly 10 hours watching the entire series.Its popularity has even earned the creator a TV adaptation of her experiences in a series commissioned by producer Natasha Rothwell.The popularity signifies the growing audience interest in longer,suspenseful content,especially when more information and revelations are expected in future videos.REESA TEESA“WHO TF DID I MARRY?”EVIDENCE IN THE INDUSTRY:INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY21THE NEW ERA OF ADVOCACYAMBASSADOR PROGRAMSCHAPTER 422The creator economy has exploded,with brands recognizing the seismic power of influencer marketing.This shift has created new demands,requiring innovative approaches to optimize time,investment,and resources.As a result,ambassador programs have emerged as a crucial strategy to harness this trend.Brands big and small will start to build and invest in long term ambassador programs as a way to keep up with the changing landscape of digital content-with trusted and agile relationships enabling brands to move at the speed of culture.Brands will even begin to restructure their internal teams and practices to support these symbiotic partnerships.PREDICTIONPIET SOUTHEY,HEAD OF CLIENTS,EUROPE:“As brands seek to stay relevant in a rapidly evolving cultural landscape,theyll increasingly rely on strategic partnerships with creators.By cultivating long-term relationships,brands can ensure they have access to creators who can deliver both planned and reactive campaigns.This dual approach enables brands to foster creator connections and capitalize on emerging cultural trends in real-time,positioning themselves at the forefront of culture and maintaining a competitive edge.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY23*Marketers top reasons for expanding ambassador programs:73%Three-quarters(73%)of marketers plan to increase investment in ambassadorships over the next 12 months-significantly more than have increased over the past 12 months(61%)*Improves the authenticity of the content/partnershipAllows for faster content approvalsIncreases recallAre more cost-effectiveImproves the creators understanding of brand messagingDelivers strong ROI Delivers better campaign engagement Builds better relationships with the creator(s)3644221(%INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY24TikToks most-followed creator for a time,Charli DAmelio,is a prime example of influencer-brand synergy.Dunkin Donuts capitalized on its close and long-running collaboration with the star by promoting her favorite drink,a cold brew with whole milk and three pumps of caramel,which the chain re-branded as“The Charli”.CHARLI DAMELIO“The Charli”became a viral hit among her fans,resulting in a 57%increase in app downloads for Dunkin within the first five days of the launch.Dunkin Donuts reported a 20%sales boost for all cold brews on the menu the day“The Charli”debuted,with an overall increase in cold brew sales by 45%that week.The pair later expanded on this with a second limited-edition drink,“The Charli Cold Foam”.EVIDENCE IN THE INDUSTRY:INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY25TECH-DRIVEN INFLUENCEHOW AI AND WEARABLES ARE SHAPING TOMORROWS CREATORSCHAPTER 526The initial fervour surrounding AI,particularly generative AI,has begun to subside.While the technology continues to advance rapidly,its integration into daily life has become normalized.This shift marks a transition from the initial hype cycle to a more practical and sustainable phase of AI adoption.2025 is poised to be another landmark year for developments in AI in the creator economy-particularly in advanced language processing and streamlining marketing practices.AI agents,autonomous systems capable of interacting with the world,will emerge as powerful allies for creators.These agents will automate routine tasks,spark creative ideas,manage communities,and handle complex workflows,freeing up creators to focus on strategic thinking and creative output.The integration of AI agents will fundamentally reshape the creative landscape,empowering creators to achieve unprecedented levels of productivity and creativity.Tools like Billion Dollar Boys Companion will optimize matching,and ensure transparency in influencer collaborations.However,rather than disrupting industries,AI will continue to enhance human capabilities,acting as a supportive tool rather than a replacement to human creativity.AI will serve as a catalyst,enabling creators to focus on higher-level tasks and build authentic connections with their audience.PREDICTIONINTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY27HELENA FRENCH,ACCOUNT EXECUTIVE:“TikTok will continue to embrace AI across more of the platforms functions,including its algorithm which will further personalise the For You Page,providing a better user-experience and increasing user retention.”Creators believe generative AI will alleviate their workload(79%)and accelerate content creation processes(82%)*75i%Marketers(75%)and creators(69%)believe generative AI will positively disrupt the creator economy*THOMAS WALTERS,EUROPE CEO AND CO-FOUNDER:“The initial excitement surrounding AI-generated art has tempered as the tools have become more accessible.As with all trends,the first movers benefitted from the early hype,but now that we are past the peak of adoption,creators will now need to explore more sophisticated ways to leverage AI to stand out.That means applying the technology innovatively,using it to support their creative processes rather than relying on it as a standalone solution.”79%Gen AI could increase the productivity of the marketing function with a value between 5 and 15%of total marketing spending-McKinseyINTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY28The New Digital Artists campaign was an exploration into new technologies and their influence on the creator community.The goal was to lean into creators who are using generative AI as a muse,to showcase the Versace product in a way it had never been seen before.VERSACE NEW DIGITAL ARTISTSEVIDENCE IN THE INDUSTRY:Billion Dollar Boy tasked 25 digital creators to create Generative AI-generated content inspired by the brand new Greca Goddess Top Handle Handbag.The creators interpreted the Greca Goddess Handbag through their own lens&in turn introduced the brand to their audience in a new way.The bag was at the forefront of the content but their creativity&imagination took centre stage.Thanks to the success of this campaign,Versace is now working with us on season 2 of the New Digital Artists.5.7%Average Engagement Rate1,456%Play Rate From AI Generated Content (VS standard)3.9MOrganic views on just one assetINTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY29As the hype surrounding AI wanes,consumers will look for new innovations to get excited about and a series of developments in wearable tech towards the end of 2024 is an exciting prospect for advertisers.2025 may see influencers increasingly incorporating wearable tech into their content production-especially AR powered glasses-to explore new ways to engage audiences more intimately in their lives.PREDICTIONJAKE GURIA-GARNETT,ACCOUNT MANAGER:“In 2025,expect to see more creators using wearable technology to shoot engaging and immersive POV content including live stories at events such as music festivals.Wearable technology could be a gateway to help consumers feel even closer to their favourite creators.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY30THE RISE OF B2B INFLUENCER MARKETINGHOW LINKEDIN CREATORS ARE REDEFINING INFLUENCE IN 2025CHAPTER 631B2B influencer marketing will keep gaining momentum as businesses see the value of creators in reaching and educating audiences with relevant,relatable content.LinkedIn will grow as a hub for these partnerships,attracting more creators as they recognize its potential for brand collaborations and personal brand building.In 2025,well see a growing number of brands eager to work with LinkedIn creators.PREDICTIONMore creators are exploring platforms like LinkedIn for its strong content performance and earning potential,and B2B brands are turning to influencers to reach and educate audiences about their offerings.CHRISTOPHER DOUGLAS,SENIOR STRATEGY MANAGER:“As venture capital and start-up ecosystems continue to flourish,the potential for B2B influence has become a more appealing approach to business growth.In 2025,we anticipate a shift toward structured,founder-led influencer strategies,moving beyond casual branding to actively generating qualified business leads.This approach will allow companies to position founders not just as leaders but as influential advocates for their brands and industries.INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY3258%Three in five LinkedIn users(58%)would welcome more creator content from brands on the platform*1 in 2Half of creators(49%)have reported increasing their presence on LinkedIn over the past 12 months*60%of creators plan to increase presence on LinkedIn over the next 12 months*42%of creators have stated that B2B influencer marketing content drives equivalent or better engagement than B2C content*ED EAST,FOUNDER AND GLOBAL CEO:“The rise in B2B creators is an inevitable result of the creator economys professionalization.As the natural home for professionals,LinkedIn has been a primary beneficiary of this shift.Marketers should be preparing to capitalize,using B2B creators to help humanize brands,and creator entrepreneurs can benefit too,using LinkedIn to build trust,engage investors,and grow their businesses.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY33Contrary to popular belief,B2B influencer content doesnt have to be overly corporate.Actually being playful,engaging and educational-like Keith Lees recent partnership with Microsoft-can help it stand out and be more successful.MICROSOFT COPILOT x CREATOR KEITH LEE:As a famous TikTok food critic known for spotlighting Black and African American-owned restaurants,Lee collaborated with Microsoft to help restaurants future-proof their business with Copilot,its AI tool.The video series,“The Reheat,”organically connected with the people behind the business,while highlighting Copilots support capabilities.EVIDENCE IN THE INDUSTRY:INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY34EMERGING INFLUENCER STRATEGIESTREND-DRIVEN PARTNERSHIPS AND BOLD COLLABORATIONSCHAPTER 735As creators re-define the rules of marketing,brands are taking note.Forward-thinking organizations are shifting internal structures and systems to capitalize on these innovative strategies,from agile trend marketing to out-of-category collaborations and specialist influencer partnerships.The pace of change in the creator economy can be daunting,with new social media trends developing and evolving at an ever-increasing rate.Creators are digital natives with their fingers on the pulse and an unrivaled understanding of their audiences.To keep up with the rapid pace of change,brands will increasingly seek their consultation for marketing practices,tapping into their unique expertise and ability to produce diverse content at scale and speed.PREDICTIONINTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY3694%of marketers are committing at least one in five of their brand-owned social media posts to trends.*77%of marketers plan to increase trend-based content over the next 12 months.*92%of creators report better performance compared to their non-trend-based content.*EMILY ANDRAS,CREATIVE:“Expect to see a shift in how people engage with and use trending formats in 2025-such as the GRWM trend which is beginning to go from ubiquitous to overdone.We could see a wave of more self-aware creators.For example,they might reference the tiredness of a format,or combine two tropes to make a unique outcome.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY37As the Of Course trend started gaining momentum on TikTok and across platforms,Dove Men Care sought to collaborate with relevant creators to join the trend.Billion Dollar Boy connected the brand with Dave Ogleton“FitDad,”whose content revolves around fatherhood and dad jokes.BDB worked closely with the creator and brand,and the resulting content included Dave naturally incorporating brand messaging into his video,stating:“Im a parent,of course I partner with Dove Men Care to stay fresh.”TREND-CENTRIC MARKETINGEVIDENCE IN THE INDUSTRY:197.5Ktotal plays/impressionsINTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY38Social media has democratized influence in a way that cultural trends are now being born from anywhere and anyone at any time.The creator eco-system will become more fragmented than ever,with influencers becoming powerful resources for brands to engage niche or difficult to reach audiences with specialist interests.Expect the unexpected,with a rise in atypical brand-creator partnerships.PREDICTIONANDREA AHERN,SENIOR VICE PRESIDENT,HEAD OF ACCOUNTS:“With limited specialty influencers in niche sectors,competition among brands for the same creators can lead to conflicts and fewer opportunities.These market pressures will lead to ever more diverse and specialist influencers and,in 2025,we expect yet more cross-sector partnerships between brands and creators.”INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY39Jay The Wrap Specialist is best known for his stunning car wraps.Billion Dollar Boy enlisted him for support on a creator campaign to promote Kings mobile game,Candy Crush,bringing a unique perspective to the product and creating fresh,creative content that stands out.OUT OF CATEGORY/SPECIALITY INFLUENCERSEVIDENCE IN THE INDUSTRY:Jay produced a Candy Crush-inspired car wrap,which resonated with his followers,generating a combined:5.8M views across his social channels30.7%of marketers plan to increase trend-based content over the next 12 months.INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY40CONCLUSION41Our predictions for 2025 paint a future where creators are at the heart of every consumer journey.They will launch their own brands,create immersive content,and build loyal communities beyond social platforms.INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGYCreator entrepreneurs will reshape commerce and creators in entertainment will redefine media consumption,with far-reaching impact.The rise of long-form content and disruptive marketing strategies will deepen audience engagement and brand partnership potential.Ambassador programs will continue to drive authentic advocacy,while technological advances will empower creators to scale their impact.Increased investment in B2B influencer marketing will offer more ways for brands to connect with consumers and fuel creator-led businesses.2025 marks a new era where creators and brands innovate together to craft seamless,genuine experiences at every stage of the consumer journey and across every media channel and format.This is the start of the Creator Era.42INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGYCONTRIBUTORSALEX WILLIAMSONIRVING SHARKANDREA AHERNPIET SOUTHEYED EASTTHOMAS WALTERSEUROPE CEO AND CO-FOUNDER OF BILLION DOLLAR BOYGLOBAL CEO AND CO-FOUNDER OF BILLION DOLLAR BOYHEAD OF CLIENTS,EUROPE AT BILLION DOLLAR BOYSENIOR VICE PRESIDENT,HEAD OF ACCOUNTSHEAD OF COMPANIONEXECUTIVE CREATIVE DIRECTOR,GLOBAL AT BILLION DOLLAR BOY43INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGYBECKY OWENCONTRIBUTORSEMILY ANDRASCHRISTOPHER DOUGLASSOPHIE CROWTHERCAIT MARRONSIMON HARWOODGLOBAL EFFECTIVENESS DIRECTOR AT BILLION DOLLAR BOYGLOBAL CHIEF MARKETING OFFICER AT BILLION DOLLAR BOYSENIOR VICE PRESIDENT OF CREATIVE STRATEGY AT BILLION DOLLAR BOYTALENT PARTNERSHIPS DIRECTOR AT BILLION DOLLAR BOYSENIOR STRATEGY MANAGER AT BILLION DOLLAR BOYCREATIVE AT BILLION DOLLAR BOY44INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGYJAKE GURIA-GARNETTCONTRIBUTORSLUCY EDWARDSJOSHUA TEMPLE SLOGOHELENA FRENCHACCOUNT EXECUTIVE AT BILLION DOLLAR BOYACCOUNT MANAGER AT BILLION DOLLAR BOYUK GAMING CREATOR AND FOUNDER OF PRODUCTION STUDIO,LIMAX STUDIOSBEAUTY AND ACCESSIBILITY CREATOR,DISABILITY ACTIVIST,JOURNALIST,BROADCASTER AND AUTHOR45*Between 24th May-3rd June 2024,Censuswide was commissioned by Billion Dollar Boy to execute a study of 4,008 nationally representative consumers(aged 16 ),508 content creators and 511 senior marketers and brand managers in the UK and US.Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.METHODOLOGY*In November 2023,Censuswide was commissioned by Billion Dollar Boy to execute a study of 4,000 nationally representative consumers(aged 16 ),1,000 content creators and 1,000 senior marketing decision makers in the UK and US.Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.INTRODUCTION|CHAPTER 1|CHAPTER 2|CHAPTER 3|CHAPTER 4|CHAPTER 5|CHAPTER 6|CHAPTER 7|CONCLUSION|CONTRIBUTORS|METHODOLOGY46Billion Dollar Boy is an award-winning global creator agency delivering integrated creator-led advertising for the worlds biggest brands.2024 BILLION DOLLAR BOY.ALL RIGHTS RESERVED.THE CONTENTS OF THIS REPORT CANNOT BE REPLICATED,EXTRACTED OR HOSTED WITHOUT CONSENT.SHARING OF THIS REPORT IS PERMITTED ONLY VIA LINK TO THE ORIGINAL REPORT DOWNLOAD PAGE,BILLIONDOLLARBOY.COM UNLESS EXPLICIT CONSENT IS OTHERWISE GRANTED.EXPLORE THE POTENTIAL OF CREATOR MARKETING IN 2025GET IN TOUCH:CONNECT WITH US:
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