Creators Flipping The Script
Predicting The Upfronts 2025 - The Media Odyssey - Ep. 15
“There are 19,000 Zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them.”
It’s not from me, it’s from Fernando Fernandez Unilever’s CEO as he announced Unilever would allocate 50% of its global marketing spend to social media and the creator economy and x20 the number of creators it will work with.
Was his team at the Spotter Showcase on March 27th? Creators like Colin & Samir, MrBeast and Kinigra Deon were front and center at the event in a move to challenge traditional advertising giants head-on.
Their business case? The Spotter portfolio brings YouTube’s crème de la crème:
2 hours of daily consumption
22’ average viewing length
3.7% more engagement vs other YouTube channels
71% campaigns delivered on CTV
96% viewability
91% completion rate
This year's Upfront might just redefine the rules of engagement for media companies, advertisers, and creators alike. Who will grab the lion’s share of ad dollars this year: TV, digital or CTV?
Speaking of CTV, Evan and I welcomed Ioanna Protogiannis, Senior Director of Measurement and Reporting Solutions at LG Ad Solutions, on the pod to unpack the realities of measuring success in Connected TV. Data-driven, agile, and faster than ever, she shares insights into how the industry is evolving rapidly, forcing advertisers to rethink their entire approach to media buying.
With so much economic uncertainty, we predict a more cautious, data-driven Upfronts season where flexibility trumps tradition, diversity beats uniformity. What do YOU think?
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That’s it for today but before you go:
⚡️ This Week In The Streaming Made Easy Universe:
Inside The BBC’s Transformation Plan
Each year, the BBC (or the Beeb for the initiated) publishes an Annual Plan setting out its intentions and future priorities for the year. This 91-page document gives us an exclusive look into how a 100-year old broadcaster views its business today and how it intends to shape it tomorrow.