As AI search results reduce traffic to many brand websites, influencer marketing is emerging as an alternative way to reach consumers. Influencer agency CollAble is taking advantage of the trend by offering a storefront tool, Find.ly, that lets influencers directly sell the products they tout. It connects with affiliate networks to ensure influencers get credit for their sales.
Speaking of gaps between belief and reality, a new Kantar study with Clear Channel Outdoor finds that Out-of-Home advertising and linear TV both outperform CTV and digital channels for ad awareness, brand favorability, and purchase intent. Yet Mediaocean reports that marketers more than half of marketers plan to increase CTV, social, and digital investment, while just one-third plan more spending on Out-of-Home and a scant 15% expect higher TV budgets.
Influencers are important in B2B, although you’re unlikely to buy a CDP through a social media post. This LinkedIn study offers insights into the kinds of B2B influencers that are most effective (spoiler alert: thought leaders, not company employees) and, less obviously, finds that short-form social video has the highest ROI, beating even brand storytelling and testimonials and demonstrations.
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.