Agentio's Arthur Leopold - Enabling Creator-Led Advertising at Scale

The CPG Guys are joined in this episode by Arthur Leopold, CEO and Co-Founder at Agentio which enables marketers to buy creator led ads as easily and scalably as Meta or Google ads—automating sourcing, pricing, contracting, delivery, and measurement—so work that took months now happens in minutes.

This episode is sponsored by Agentio

Follow Arthur on LinkedIn at: https://www.linkedin.com/in/arthurleopold/

Follow Agentio online at: https://www.agentio.com/

Arthur answers these questions:

1. You were president of Cameo, which was built on connecting people with talent. What did you see there that convinced you creator advertising needed its own buying infrastructure, and why was 2023 the moment to start Agentio?
2. You've said advertising follows attention and attention has moved to creators. If you're right, why do you think less than 2% of digital ad spend reaches creators today?
3. You've compared your goal to making creator buys as easy as buying Meta or Google ads. What gets lost, and what gets gained, when you industrialize something as human as a creator's recommendation?
4. Walk us through a campaign for a challenger food or beverage brand. What does a brand actually do, what does the platform do, and where does a human still need to be in the loop?
5. Agentio’s performance data suggests brands testing ten or more creator verticals find winners more often. For a CPG brand with a limited budget, how do you balance breadth of testing against putting real money behind what works?
6. Olipop, Graza and Suri have all scaled with you. What do the best CPG programs have in common, and what do the ones that fizzle get wrong?
7. Several of your case studies argue that media mix modeling shows far more impact than last-click attribution. How should a CPG marketer prove creator spend works when so much of the sale happens at retail, not on a DTC site?
8. Can creator media drive retail sell-through at Walmart, Target or Amazon, and have you seen brands connect creator campaigns to retail media or shopper data?
9. Agentio has expanded from YouTube to Meta Partnership Ads. Do creators perform differently when the ad runs as a native YouTube integration versus a boosted post on Meta, and how should brands split budget?
10. YouTube changed how it counts views this year, and has been moving into brand-creator deals itself. How worried are you about the platforms building what Agentio has built?
11. What do creators get from a marketplace like yours that they can't get from a talent agent or direct deals, and how do you keep a program from feeling like an ad network to their audiences?
12. It's 2030. What share of a CPG brand's media plan is creator-led, and what does the CMO's team look like when the operational work is automated?

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