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.
Member Only Access
Research from Zenith Optimedia suggests that this generation “feels a growing affinity for brands that help them to take control of their lives and offer worthwhile experiences rather than more possessions.” The report, highlighted in Marketing Week, examines the factors that drive happiness in young adults. Among the findings: Read more »
Member Only Access
Research from Zenith Optimedia suggests that this generation “feels a growing affinity for brands that help them to take control of their lives and offer worthwhile experiences rather than more possessions.” The report, highlighted in Marketing Week, examines the factors that drive happiness in young adults. Among the findings: Read more »
Member Only Access
Research from Zenith Optimedia suggests that this generation “feels a growing affinity for brands that help them to take control of their lives and offer worthwhile experiences rather than more possessions.” The report, highlighted in Marketing Week, examines the factors that drive happiness in young adults. Among the findings: Read more »
Member Only Access
