Brands Reframe Creator Marketing as a Core Capability at Advertising Week NY
· 2h ago · Originally reported by Beet.TV
At Advertising Week NY, Tara Walpert Levy emphasized that brands are starting to view creator marketing as a fundamental capability rather than just another advertising channel. She noted that this shift mirrors how digital advertising was initially approached, with brands seeking ways to scale and operationalize these efforts.
Why it matters
Understanding creator marketing as a core business function signals a major shift in how brands plan and execute digital campaigns, impacting budgets, strategies, and industry roles.
Explain it like I’m new here
It's like realizing that using social media stars is as important as having a good website, not just a fun extra.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Influencer marketing
Influencer marketing is paying or partnering with social media creators to promote products to their followers through posts, videos or livestreams, which must be disclosed as advertising.
Ad exchange
An ad exchange is a digital marketplace where buyers and sellers of ad impressions meet and trade through automated auctions, usually in real time.
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