What audiences and advertisers think about creator-driven content in 2023 and beyond
With millions of creators worldwide, the creator economy has grown exponentially over the last several years. Creators are this generation’s directors, producers, and talent all rolled into one. They’re also household names, with the power to make trends go mainstream overnight, spark cultural movements, and shape purchase decisions. But how can marketers tap the creator economy to reach their goals?
Join us for this webinar, The Creator Economy Opportunity where IAB will be releasing exciting new research that will enable you to:
Discover the profound impact that creator content has on consumers and why it has transitioned from a hidden gem to an integral part of mainstream media.
Gain valuable insights on how creator content complements studio content and creates more impactful full funnel campaigns.
Unpack the trends and strategies to elevate your brand and make the most out of this opportunity for advertisers.
Ruth has been the Managing Partner at Talk Shoppe since 2011, where she applies her extensive experience from her previous roles in ad agencies and at Nielsen. She has a wealth of experience with integrated research projects, particularly consumer purchase journeys and illuminating target markets. She works across tech, social media, and entertainment sectors, developing narratives connecting with advertisers and audiences.
Her media and communications planning background has given her a broad perspective on the advertising industry. This, combined with her ability to analyze complex consumer behaviors, enables her to create effective strategies for clients like Meta, Netflix, YouTube and Pinterest.
Ruth is actively involved in her community outside of work, including a leadership role in the PTA. She enjoys running, is a super fan of Pearl Jam, and loves spending time outdoors with her family in LA, showing her appreciation for the local culture with a specific passion for the LAFC soccer team.
Jack joins the IAB with over 20 years of experience at platforms, brands, and agencies leading global research and insights initiatives that foster smarter business decisions. An enthusiastic data-driven storyteller, he’s passionate about exploring the boundaries of research to elevate industry intelligence and strives to inspire action through insights.
Prior to joining the IAB Jack led and scaled global research, insights, and measurement teams at rapidly emerging digital media platforms including Microsoft, EA, LinkedIn, and Spotify. Most recently Jack was at Reddit, where he established the Marketing Sciences organization responsible for advancing ad measurement capabilities and partnerships, producing research amplifying industry awareness and understanding of online communities, and uncovering contextual insights and identifying audience trends that tell the world about their world.
Jack and his teams have accepted awards from industry bodies such as the Advertising Research Foundation and the Insights Association, and he’s had the pleasure of sharing research findings in publications and on industry stages around the globe. He attended Washington University in St. Louis, earning degrees from the Olin School of Business and the Sam Fox School of Design & Visual Arts.
Dylan Lemay is the largest ice-cream focused digital creator in the world, amassing 17M combined followers across YouTube, TikTok, and Instagram. He opened his very own experimental ice cream shop CATCH’N Ice Cream in New York City on July 29th 2023. Currently, Dylan is pursuing plenty of different opportunities to bring his products, ideas, and content directly to customers across the US. With lots of change, Dylan expects a very exciting and fun 2024 year!
Kelly McNearney is Google’s Director of Video, Strategy and Insights. For 20 years she has coached the world’s leading brands on how to invest in powerful advertising solutions that drive revenue. Her specialty is video advertising where she is helping brands embrace AI-powered video solutions to multiply business results.
Prior to joining Google in 2012, Kelly worked for 9 years at ESPN in Marketing and Sales bringing sports sponsorships to life. Kelly is a graduate of The University of Kansas with degrees in Journalism and Spanish. She is a thinkLA Person of the Year award winner, recently delivered the commencement address at her high school, is passionate about creating equality and has never seen The Godfather.
Kelly lives in Hermosa Beach, CA but has never once even attempted to surf.
