According to the first-ever creator economy report from the Interactive Advertising Bureau (IAB) and research firm TalkShoppe, 44% of surveyed advertisers intend to increase their investment in content creators in 2024, with an average spending increase of 25%.
At a time when digital video consumption has peaked, driven primarily by creator content, advertiser interest is growing. Customers report watching more creator content now than they did a year ago (39%), while 22% reported the same for studio-produced content.
According to the report, advertisements centered around creator content have a “tremendous impact” on the stages of the purchase funnel that involve consideration, loyalty, and advocacy. Advertisers consider creator content to be a premium channel, according to 92% of respondents.
Read More: Advertisers will ramp up spend on creators in 2024, IAB forecasts
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