The creator economy has spent two decades as a testing ground for marketers. That phase is over, says Andrew Perlman, CEO of Recurrent Ventures, which owns creator brands including Donut, Bob Vila, and Futurum. He argues the industry is living through a systemic upheaval on par with music's most famous disruption. "For General Media, my view is [it] is having its Napster moment for lack of better description," said Perlman. "Where and how all of a sudden distribution has been democratized, and therefore, like, how do you compete?"
The global toy market hit $123 billion last year, and adults 18 and older drove 35% of toy industry growth through April 2024, according to Circana.
Five Below’s social-led flywheel turns trends into sales and keeps value shopping fun.
We look at what payment providers need to do to win agentic commerce share.
Consumers don’t know many banks already offer this in-demand feature.
This FAQ covers how UGC influences purchases, the authenticity problem, and how brands should build UGC programs in 2026.
Tech partners can determine how quickly institutions add the features Gen Z expects.
Jets sponsors no longer stop at the stadium gates. The New York Jets partnered with Outfront Media this summer to connect in-stadium sponsorships with out-of-home (OOH) inventory in key locations beyond MetLife Stadium, the team's home field.
API and Smartly support make its existing automation easier to adopt, helping Reddit compete for more ad budgets.
AI adoption outruns marketing readiness: Poor data, unreliable outputs, and weak training are keeping widespread AI use from delivering its full value.
TikTok leads short-form video views, while Instagram drives engagement: The findings make reach and interaction distinct priorities.
Strong recall and ad tolerance give brands an edge, but frequency caps are key to avoiding fatigue.
This FAQ examines how quickly benchmarks are expected to grow, where marketers are directing their spending, and what those choices will mean.
This FAQ covers Meta's ad business scale, where the inventory is growing, and how advertisers should plan.
Experiences designed for children can increase spending by shaping where families choose to shop.
Multimedia replies give brands richer consumer insights, but engagement quality is more important than volume.
AI can fill capacity gaps, but marketers still need to sit in the driver’s seat.
Signs point to the broader "touch grass" shifts elsewhere, from phone-free events to Gen Z's own efforts to cut screen time while engaging in phone-free concerts and venues.
Brands can test the new feature with story-led creative, then compare results with 6-second views.
On today’s podcast, we discuss what “kidulting” actually means, why toy companies are paying so much more attention to this consumer now, and what non-toy brands can learn from this trend. Tune in for a discussion featuring Vice President of Content and host Suzy Davidkhanian, along with Senior Analyst Carina Lamb and Principal Analyst Zak Stambor.