Zoe Soon moved from Sydney to New York on the back of a thirty minute coffee she flew twenty one hours for. When we recorded with her, Zoe led Creator and Gaming at the IAB, the body that standardised digital advertising back when the industry needed agreed ad sizes so brands could buy across the web without rebuilding every unit. She's doing the same job again, this time for creator brand deals.
In this episode, Zoe explains why $44 billion of creator ad spend is what she calls a gut feeling: brands know it works, but they can't compare it to anything else, so it stays stuck in the innovation budget instead of the media plan. We cover why a company like Unilever can do a deal with one huge creator but not a thousand small ones, why creators wait an average of 120 days to get paid and where in the chain that money sits, and why brands are increasingly paying only on direct conversions even though creators do most of the work before the sale. She's also good on what brands are actually buying, which is belonging rather than reach, with the Cerave Super Bowl campaign as the case study. Plus the confidence gap in gaming (90% of Gen Z play, under 5% of ad budget goes there), what the new Creator Fronts are designed to do, and her three things every creator should be building right now.
A clear explanation of the plumbing that decides how much brand money reaches you, from the person building it.
Topics covered: creator ad spend and measurement · why brand budgets stay stuck · payment terms and the supply chain · reach vs belonging · conversion-only deals · gaming and ad investment · Creator Fronts · thinking like a media company
Podden och tillhörande omslagsbild på den här sidan tillhör
Changer. Innehållet i podden är skapat av Changer och inte av,
eller tillsammans med, Poddtoppen.
