Even as TV series generate hype, with the cost of production increasing and subscriber churn persisting, the traditional approach to the channel is no longer a sure bet.
In response, creator-driven platforms are offering increasingly relevant messaging, delivering content their audience asks for — within a shorter time frame than other workflows.
In this new guide, Digiday and Google highlight new data showing how consumption habits have changed across video-based platforms, specifically focusing on YouTube’s monthly audience of 2.6 billion. With the help of expert insights, the report unpacks how these behaviors affect how marketers approach video advertising and how they are building campaigns for 2023 and beyond.
Download this guide to learn about:
- The rise of creator-driven platforms and how they stack up against TV
- Why consumers are finding creator-led platforms to be more personally-relevant
- How Gen Z is engaging with these platforms and how this content moves consumers through the sales funnel
- How marketers are identifying the right video platform for their ads
Sponsored by: Google
More from Digiday
Tariff saga creates a meme war on social media, making it difficult for brands to ‘control the message’
As the trade war escalates, social media narratives about how goods are made is pressuring brands to increase transparency.
How Hyundai’s CMO is navigating upfront marketplace uncertainty and rapid-response tariff ads
Hyundai’s CMO explains how the automaker put its latest tariff-tinged ad on the road in just a week.
How kid-rearing tips are helping Willa Bennett reignite legacy media brands
Willa Bennett is rewriting the rulebook of print and digital magazine brands as the editor in chief of Hearst’s Cosmopolitan and Seventeen.