5 charts on the creator economy’s recent evolution; 10 industries ranked by digital ad spend share

Plus: Authenticity drives Brooklinen’s paid social success [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 9, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling In June, over half (51%) of marketers said they were using generative AI, and an additional 22% said they planned on using it in the near future, according to Salesforce. Learn more in our “The Impact of Generative AI in Marketing” webinar, October 12, 2023. [Register for free today.]( Was this email forwarded to you? Sign up [here](. TOP STORY [5 charts showing the creator economy’s recent evolution]( Next year, US influencer marketing spend will hit $5.89 billion, and 82.7% of marketers will use influencer marketing, according to our forecasts. While that figure still pales in comparison to the $75.08 billion going to social network ad spend, influencer marketing is growing at a faster rate. Influencer marketing is more dynamic than paid social, because there are more ways marketers can work with creators to produce engaging, authentic, community-focused content. Here are five charts representing how the industry is changing. [5 charts showing the creator economy’s recent evolution]( [Keep reading]( NEWS AND VIEWS [How the Google antitrust lawsuit can impact advertisers]( Our view: If Google loses, it could face a breakup of its entire ad business, though that outcome is unlikely. Still, changes could come Google’s way to prevent anticompetitive behavior. [10 industries ranked by digital ad spend share]( Our view: Retail accounts for the greatest share of digital ad spend, by far. Here’s how much other industries contribute to the pie. For more insights and key statistics on the biggest trends in today’s most disruptive industries, [subscribe to our Chart of the Day]( newsletter. [Marketing Architects opens platform for CTV performance campaigns]( Our view: US connected TV (CTV) ad spend will grow by 21.1% this year to cross the $25 billion mark, according to our forecast. Any insights into performance could unlock even more spend. ANALYSIS [Authenticity drives Brooklinen’s paid social success]( Brooklinen is putting an emphasis on authenticity and relatable, real-world experiences in its paid social creative. “Authenticity is part of our brand in general,” Jasmine Rayonia, Brooklinen’s director of growth marketing, said during our recent [“How to Crush the 2023 Holiday Season With Shopping Ads” Tech-Talk Webinar](. “It’s super important to stay in touch with what matters to consumers in their lives and really speak to them.” [Keep reading]( THINGS TO KNOW 🔗 [FTC links social media scams to targeted ads]( 🤖 [Many marketers find AI helpful even though concerns persist: survey]( 🏭 [Online advertising emits more greenhouse gasses than you think]( PODCAST [Behind the Numbers: The Daily]( The Amazon monopoly trial, Peloton and Lululemon's deal, and social media burnout is back. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Intuit Mailchimp. [Listen in]( THE BIG QUESTION The social network: True or false? Meta’s ad revenues from mobile are more than twice its revenues from desktop. [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](