Category: In the News

Curated Performance Marketing News – Consumer and Industry Trends-Affiliate Networks, Business Insights and more.

Influencer boost budgets are throwing gas on social video spending fire 

Brand spending on social video is accelerating rapidly. One contributing factor could be the practice of amplifying influencer video content on platforms like Instagram, TikTok and YouTube. Once an overlooked methodology that saw marketers use small budgets to top up reach on organic creator posts, amplification is now an essential element of influencer campaign planning.

Chris Robinson, interim head of paid media at Goat, said amplification budgets have been rising at a “steady trajectory,” in line with rising creator spending and the transformation of influencer marketing into a channel dominated by video content.

Social video spending is set to rise 13% in the U.S. this year, according to the Interactive Advertising Bureau (IAB), faster than investment in CTV. Marketers cited falling production costs for creative video assets and the ability to target audiences on social platforms as the primary drivers behind that.

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Media Buying Briefing: What buyers expect out of this year’s upfront marketplace

This briefing is made available to all Digiday readers through a partnership with sponsor DirecTV Advertising.

Outcome. Defined as “the final result, consequence, or end product of a process, action, situation, or series of events.” It’s a perfect word to describe the hopes of sellers and marketers in this upfront marketplace, who through their agencies want to get to that holy land — embodied as the latest buzzword in media planning and buying. 

With upfront season officially kicked off and in gear, outcomes are a major goal of the deals that will get struck over the coming weeks and possibly months. (According to five investment executives and consultants reached for this story, no actual upfront deals have been struck yet, at press time.) Outcomes-based deals move the broader video landscape from buying audiences generally to finding ways to prove that the advertising purchased had an affect on the consumers reached. 

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