Ad revenue invested behind creator-generated content is expected to top $180 billion this year, up 20% for 2024, and could more than double by 2030, per a WPP Media forecast. Yet despite the rapidly growing investment - increasingly driven by major CPG marketers - a vast amount of creator ad spend may not be effective. About half (45%) of creator ad spend on Meta failed to deliver brand impact due to missing logos or branding in the first three seconds,
Debuted during NFL Primetime, the ads are slated to run in the US and UK on traditional media - TV, streaming platforms, paid social, outdoor and influencer partnerships through the end of 2025. But underscoring the AI industry's formidable struggles with public perception, Adweek reports that themarketingresearch company System1 tested both theabove ads witha panel of US consumers - and the results were absolutelydismal.
In today's marketing environment, the competition for consumer attention is more intense than ever. Traditional paid media channels-television spots, billboards, digital banners, and even paid social ads-are no longer producing the same returns they once did. Audiences have become more sophisticated, more selective, and more resistant to overt advertising. Meanwhile, the rapid growth of digital publishing and AI-driven search has created new opportunities for brand visibility in places consumers actively seek content.