Demystifying creator campaign measurement

Plus: Google’s latest AI search moves [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 25, 2024 Are you looking for a new customer data platform? Fed up with your old one? Confused where to turn next? Read our guide, [8 Strategies for Crafting a Winning Customer Data Platform RFP]( to figure out your next steps. Was this email forwarded to you? Sign up [here](. TOP STORY [How to measure social media creator campaign performance]( Measuring creator marketing is tough. Affiliate links provide direct attribution, but many sales occur after consumers see creator content. Even MrBeast, the biggest individual creator on YouTube, sells his Feastables bars at retailers like Walmart, not just on social media. So how can advertisers using creator marketing measure the efficacy of creator campaigns? The first step is to understand which part of the purchase funnel you’re targeting. “Upper-funnel marketing used to be fluffy brand equity that really didn't drive purchase intent at all, and lower-funnel marketing—performance marketing—used to be horrible for brand equity,” said Keith Bendes, vice president of strategy and partnerships at Linqia. “Influencer and creator [marketing] is this really nice middle ground where it's good for brand equity. It brings people further along in the journey without feeling gross and salesy.” [How marketers should measure social media creator campaign performance]( [Keep reading]( NEWS AND VIEWS [Google starts testing AI overviews from SGE in main Google search interface]( Our view: AI overviews pose a risk to publishers by eliminating the need for searchers to click through to websites. It’s unclear what Google’s long-term solution will be to this problem. [Off-site programmatic retail media ad spending is surging]( Our view: The saturation of onsite retail media ads is diminishing the shopping experience, according to critics—which is pushing retailers to explore offsite avenues. [Digital retailers want to use AI to get hyperpersonal in 2024]( Our view: Combining generative AI with omnichannel commerce tools like social media and SMS can help advertisers target consumers across in-store and online. ANALYSIS [Podcasts: What marketers need to know about an undervalued medium, where attentive, binge-inclined listeners spend their time]( US podcast listeners will spend an average of 54 minutes per day tuned into programming in 2024, per EMARKETER’s February 2024 forecast, presenting an opportunity for marketers to tap into an engaged audience. In this guide, we explore podcasting’s biggest platforms, unravel consumer insights and listening trends, and shed light on podcast ad spend and strategies. [Read our new guide]( THINGS TO KNOW 🎙️ [Spotify tests video courses to teach everything from music production to Excel]( ⛹ [Sports Illustrated’s decline reveals the impact of cultural change]( 🦾 [Generative AI is already transforming SEO marketing efforts]( 👀 [Apple, Meta, and Google targeted by EU in DMA non-compliance investigations]( 🎥 [Netflix’s co-CEOs are nothing alike. That’s a good thing]( PODCAST [Behind the Numbers: The Daily]( A new TikTok ban, part 1—What's going on, do American's want one, and the likelihood of a ban happening. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Nielsen. [Listen in]( THE BIG QUESTION Political science: US political ad spend will be how much higher this year than it was in 2016? A) $2 billion B) $4 billion C) $6 billion D) $8 billion [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]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](