Ho-ho-hello, I’m John Cobb, CEO and co-founder of VuePlanner, here to sprinkle some holiday cheer and insights your way! This week, we’re sleigh-ing into the latest industry trends, including the power of YouTube creators, 2024’s overhyped marketing trends, the ever-evolving creator economy ecosystem, and generative AI shopping tools. To top it all off, I’ll wrap things up with a few must-listen podcasts to keep you informed and help you unwind by the fire. Let’s dash through these insights together and make your holiday season as bright as your marketing strategy!
In 2024, YouTube creators have evolved from internet sensations to influential media moguls, expanding their reach and impact across various industries. Notable figures like the D’Amelio sisters have ventured into fashion partnerships with luxury brands, while others have diversified into sectors such as music, gaming, and entrepreneurship. This progression underscores the growing influence and economic power of digital content creators in the modern media landscape. Learn more.
YouTube creators went from internet sensations to media moguls in 2024
In 2024, marketing leaders identified several overrated trends, including inauthentic celebrity endorsements, superficial brand activism, and outdated influencer partnerships. They emphasized the importance of genuine connections with audiences, cautioning against reliance on AI-generated content and certain ad-tech buzzwords. The consensus highlights a shift towards authenticity and meaningful engagement in marketing strategies. Learn more.
2024’s most overhyped marketing trends, according to CMOs
A recent report by Wasserman‘s The Collective and the RBC suggests that traditional valuation models undervalue women’s sports franchises by not accounting for unique factors such as dedicated facilities, jersey sponsorships, and engaged fan demographics. Their proposed framework includes 40 indicators, emphasizing that women’s sports fans are often younger and have higher household incomes, making them particularly valuable to marketers. The report anticipates that the value of WNBA (Women’s National Basketball Association) and National Women’s Soccer League (NWSL) teams will increase by at least $1.6 billion over the next three years, driven by growth in live and broadcast audiences. Learn more.
Recalibrating the valuations of women’s sports franchises: report
The IAB has introduced the Creator Economy Ecosystem Mindmap, a visual tool that outlines the complex and interconnected components of the creator economy, which is projected to reach $480 billion by 2027. This resource aims to provide a shared understanding of the ecosystem and is open for public comment until February 1, 2025. The mindmap highlights the decentralized and multifaceted nature of the creator economy, emphasizing its significant impact on content consumption, brand discovery, and shopping behaviors. Learn more
Creator Economy Ecosystem Mind map
Target has introduced the Bullseye Gift Finder, a generative AI-powered tool designed to assist customers in selecting personalized holiday gifts for children by considering factors such as age, interests, and favorite brands. This initiative is part of Target’s broader strategy to enhance the shopping experience through AI, including the deployment of the Store Companion chatbot to support store associates with real-time information and streamline operations.These technological advancements aim to simplify holiday shopping and improve customer service across Target’s platforms. Learn more
Target rolls out generative AI shopping tools for holidays
The National Hockey League (NHL) has released a humorous commercial titled “Tipping,” featuring prominent goalies discussing the challenges of tipping culture. The 30-second spot, created in collaboration with independent advertising agency Highdive, aired on December 12, 2024. The ad cleverly parallels the pressures of tipping with the split-second decisions goalies make on the ice, aiming to engage viewers with its comedic narrative. Learn more.
Pro Hockey Goalies Star in the NHL’s ‘Tipping’ Commercial from HighDive
This week’s first Post of the Week spotlight goes to YouTube Advertisers . Their recent post features leaders from across the industry sharing how they’re pushing boundaries and redefining success. Check out the post here.
From Shorts to long-form, YouTube fits seamlessly into every stage of a winning social strategy
The second Post of the Week Spotlight also goes to YouTube Advertisers for their recent newsletter: YouTube Ad Break. The most recent edition covers how top brands used creative storytelling to drive 2024’s best YouTube ads. Check it out here.
How top brands used creative storytelling to drive 2024’s best YouTube ads
This week, I am recommending a recent episode of “The Big Story” Podcast. This epsidoe discusses Omnicom‘s proposed $13.25 billion acquisition of IPG, aiming to create the largest holding company in the advertising industry. Brian Wieser, CFA , founder of Madison and Wall , highlights the anticipated $750 million in annual cost savings and the potential for increased scale to attract top talent, particularly in areas like retail media and AI. The conversation also touches on the expected centralization of leadership to unify the numerous agencies under the combined entity. Listen here: