Why Brand Evolution Is Outpacing Traditional Marketing Metrics – And What That Means For Everyone
Today's developments reveal a significant pivot in how major brands are approaching their marketing mix, with traditional channels seeing renewed investment while…
No single number captures it — the story is in the connections.
The IAB's analysis of creator marketing effectiveness highlights a crucial disconnect: while creators deliver measurable impact across the funnel, the industry still lacks sophisticated measurement tools to properly value these investments. This measurement gap emerges just as traditional channels show resilience, with Coors Banquet and Marriott making substantial investments in sports marketing and conventional media. Meanwhile, the struggles at LADbible Group - resulting i…
One pattern. Trace it.
- 01
A pattern worth naming
Watch for: 1) Major brands' Q2-Q3 media mix adjustments between creator marketing and traditional channels; 2) Development of new creator campaign measurement standards, particularly from IAB and major platforms; 3) Changes in Facebook video engagement metrics across publisher accounts; 4) Sports marketing investment levels during upcoming MLB and college football seasons; 5) Evolution of custom content partnerships around major sporting events.
Ask your CFO whether the firm is positioned for a capital cycle that compresses faster than the policy cycle.
By Joseph Lancaster, Editor — with research from Pine Needle's intelligence layer.
The next argument lands tomorrow at 6 a.m. Pacific. Get it in your inbox →