Digital creators are becoming a broader advertising opportunity across television and streaming, according to new research from the Video Advertising Bureau.
In a new report called “Expanding the Creator-Verse: Why Digital Creators Are Embracing Premium Video Platforms,” VAB examined how consumers view digital creators and how creator partnerships can influence brand outcomes when paired with premium video platforms. The research was conducted with Hub Entertainment Research through an online survey of 1,600 respondents between the ages of 16 and 74 in June.
Fifty-five percent of people age 16 and older actively follow at least one digital creator, with creator engagement strongest among younger audiences but present across age groups, according to VAB’s survey. Eighty-four percent of respondents ages 16 to 24 follow digital creators, along with 83 percent of those ages 25 to 34, 54 percent of those ages 35 to 54 and 23 percent of those ages 55 to 74.
Featuring digital creators in television or streaming programming can increase the effectiveness of advertising and brand integrations around that content, VAB contends based on the findings of the survey.
Among viewers who follow online creators, 50 percent said they are more likely to pay attention to a brand advertised or integrated into a show that features a creator they follow. Another 48 percent said they are more likely to consider a brand featured in that type of programming.
The impact also extends further down the purchase funnel. VAB said 52 percent of creator followers are more likely to search for a brand featured in a show with a creator they follow, while 43 percent are more likely to buy a brand advertised or integrated into the show. Another 41 percent said they are more likely to tell a friend about the brand.
“Digital creator engagement spans generations and audiences are desiring more creator-type content on Premium Video Platforms, making creators a scaled media opportunity, not just a social media tactic,” Leah Pujalte, the Vice President of Audience and Behavioral Insights at VAB, said in a statement that accompanied the report.
To view the full report, register for access on the VAB’s website by clicking or tapping here.
