At this event, the ARF Social Council presented research on how creators and influencers are reshaping the social media landscape and what these shifts mean for brands’ media, creative, and measurement decisions. The three speakers from Dynata, Kantar, and SmithGeiger moved from consumer behavior (who follows creators, where they spend time, and how trust translates to purchase) to marketer strategy (how creator work is being deployed and how to evaluate its effectiveness at scale) and finally to a category-specific deep dive in entertainment (what creator marketing does differently than traditional marketing for Gen Z and Millennials). Their presentations were followed by an engaging moderated discussion. All of the speakers and the moderator were either members of the Social Council or colleagues of Council members.
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Over the years, legendary CBS Research Chief, David Poltrack, presented many studies, showing that the network’s 55+ audience was responsible for a large portion of its clients’ products. Considering the continued erosion of younger viewers from traditional TV, A+E is now trying to persuade advertisers to pay for reaching older demos.
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Over the years, legendary CBS Research Chief, David Poltrack, presented many studies, showing that the network’s 55+ audience was responsible for a large portion of its clients’ products. Considering the continued erosion of younger viewers from traditional TV, A+E is now trying to persuade advertisers to pay for reaching older demos.
Read more »
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As marketers invest more heavily in short-form and social video platforms, understanding how Gen Z allocates attention has become increasingly important. This literature review examines what current research reveals about Gen Z’s attention across social feeds, short-form video, creator content, streaming and emerging formats. The evidence suggests that Gen Z attention is not necessarily shorter, but faster, more selective and highly dependent on platform context, creative execution and brand familiarity.
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