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Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing. On the global stage, Spain's digital ad spending growth is noteworthy.

OOH鈥檚 synergistic relationship with social media and influencers extends to DOOH as well, but the integration has clearly reinvigorated static displays. A Morning Consult/OAAA survey conducted in March 2023 found that 39% of adults would be likely to repost an OOH ad with an influencer, creator, or celebrity to their social accounts. The inclusion of QR codes in creative is easing direct response.

Publicis has expanded beyond traditional advertising with acquisitions in data tech and more recently influencer marketing, boosting its capabilities and helping it outperform. Interpublic, whose brands include Weber Shandwick, Golin, and McCann, cited strength in food and consumer goods but weakness in transportation and technology due to 2023 account losses.

Fewer than one-fifth (19.2%) of US social shoppers saw shopping-related content from creators or influencers in Instagram鈥檚 Broadcast Channels, per our US Social Commerce survey. And only 10.4% said the same for group chats or DMs. Creators鈥� efforts to diversify revenue streams could stifle social messaging鈥檚 growth.

Team up with YouTube influencers to create branded videos. Where regulations allow, banks can collaborate with influencers who are Gen Alphas: Toy reviewer Ryan Kaji has over 36 million YouTube subscribers, while 10-year-old personality Like Nastya boasts over 100 million, per Forbes. Leverage product placement in shows and films most popular with Gen Alpha.

It stepped up its collaboration game, partnering with influencers such as Julia Huynh, who launched the 鈥淗oodies That Hoodie鈥� series on TikTok. Recent financials indicate these efforts seem to be working.

However, the company has begun to find success cultivating close relationships with celebrities and fashion influencers to sell more premium clothes.

Australia's creator economy has an authenticity problem: Many influencer campaigns don't include proper disclosures.

Thoroughly vet influencers and creators. Consider working only with influencers who are subject matter experts and have built followings based on financial education content. Caution is especially important this year: Marketers should monitor partners鈥� content leading up to the election and break off collaborations if their views become controversial.

We expect 82.7% of US marketers to work with creators or influencers on social media this year. And over 90% of advertisers now consider creator content a high-quality ad channel, per IAB. TV advertising strategies are becoming more social and creator-driven. Broadcasters and their advertisers have had to adapt to reach audiences. That鈥檚 also boosting social video ad and influencer marketing spending.

TikTok has a target to increase gross merchandise value to $17.5 billion in 2024 by aggressively courting brands, sellers, and influencers. Shein and Temu have the most overlap with TikTok Shop customers. They are thus more vulnerable to its competition, according to data from Earnest Analytics, while Amazon and eBay are relatively more insulated.

TikTok is a top influencer marketing platform. Over half (54.0%) of US marketers will use TikTok for influencer marketing this year, according to our forecast. If a ban were enacted, TikTok influencer budgets would likely be reallocated to other major creator platforms, mainly Instagram and YouTube.

There was an interesting report from Pew Research recently that found that 21% of US adults get their news from news influencers or get some amount of news from news influencers, and 85% of those news influencers still have a presence on X.

Going forward, social media interviews with influencers could become an important component of public campaigns.

They include: inviting a group of influencers to tour its 鈥渋nnovation center鈥� in Guangzhou, China; bolstering its in-house compliance team and expenditures with firms that vet supply chains; and promoting a culture where US managers can report potential issues without fearing negative consequences. Bad timing: The investigation comes at a time when the company is attempting to go public.

Coty-owned skincare brand Philosophy transformed a conference room in its Empire State Building headquarters into a clinic where influencers, customers, and press could meet with the brand鈥檚 scientific advisors and test new products. It also uses the space to film livestream shopping videos. Our take: Necessity is the mother of invention.

On social media, younger shoppers are far more likely to trust brands and influencers, while older shoppers prefer retailers. Just 9% of baby boomers worldwide follow and buy from accounts run by influencers, compared with more than 40% of Gen Zers and millennials.

But even if TikTok is banned or sold in the US, 33% of US influencers believe Facebook Reels will become the dominant platform for short-form videos, followed closely by Instagram Reels at 32%.

It also partners with well-known local influencers and with local municipalities on key events. Larger FIs that want to prevent the outflow of young customers must continue to prioritize personalized services and excellent, human customer service.

Nearly half (45%) of 13- to 39-year-olds had asked an influencer or regular person where a product in their content is from via a comment, according to a February 2024 survey conducted by YPulse. And 75% of those between the ages of 18 and 24 said the comments section on social media posts had the best recommendations. Social marketers are crafting entire strategies around comments.

For the most part, creators and influencers are not yet capable of driving the same volume of conversions that media companies are. Yet their sheer numbers are forcing agencies and advertisers to pay more attention to them. For example, at least 70% of the publishers added to Partnerize鈥檚 Ascend platform this year have been creators.