According to IAB's Zoe Soon, creator campaigns are delivering impact across the marketing funnel, but most campaigns are still being evaluated using outdated proxy metrics that don't capture their full value.

Impact · This measurement gap could be leading to misallocation of marketing budgets and undervaluation of creator partnerships, affecting both agencies' ability to prove ROI and brands' confidence in creator investments.

Action · Review current creator campaign measurement frameworks and identify opportunities to implement more sophisticated attribution models that better capture full-funnel impact.

Social-first publisher LADbible has initiated a second round of layoffs targeting its social video team, following significant decreases in Facebook video engagement.

Impact · Indicates potential shift in social video strategy effectiveness and raises questions about over-dependence on single platform distribution strategies.

Action · Audit client social video distribution strategies to ensure diversified platform approach and updated engagement metrics.

Coors Banquet is significantly expanding its media budget with double-digit increases, focusing on TV ads during 2026 MLB and college football seasons.

Impact · Signals renewed confidence in traditional sports marketing channels and potential shift back to conventional media investments among major brands.

Action · Evaluate opportunities to leverage increasing brand investment in traditional sports media, particularly for Q3-Q4 2026 planning.

Marriott is executing a comprehensive March Madness campaign including TV ads highlighting pre-game rituals, NCAA partnerships, and a limited podcast series.

Impact · Demonstrates evolution of sports marketing beyond traditional ad buys to include custom content and multi-channel activation strategies.

Action · Assess opportunities to create custom content partnerships around major sporting events that extend beyond traditional advertising.