The part about Mark Rober and MrBeast seeing declining views on sponsored content is fascinaing. I wonder if it's also about audience expectations. When you're known for such high quality passion projects, maybe viewers start to tune out when they sense a brand integration is coming. It's not that they're making worse content, it's that their audiences are there for the glitter bomb revenge videos or crazy engineering challeges, not product pitches. The broader inventory point makes sense too. Brands are realizing they don't need to pay top dollar for the biggest names when a mid tier creator with a super engaged niche audience might actualy convert better. The whole thing shows how sophisticated this space is getting.
Great timely piece, Mike.... In my view, more balanced/objective than several other recent hop-on-bandwagon articles on this Subject. I originated from CPG-where some are slow to move without measurable PROOF....Others -like P & G prev. went back and fourth on viability of non-traditional ADV tools-with $billions of Ad dollars at stake.
The part about Mark Rober and MrBeast seeing declining views on sponsored content is fascinaing. I wonder if it's also about audience expectations. When you're known for such high quality passion projects, maybe viewers start to tune out when they sense a brand integration is coming. It's not that they're making worse content, it's that their audiences are there for the glitter bomb revenge videos or crazy engineering challeges, not product pitches. The broader inventory point makes sense too. Brands are realizing they don't need to pay top dollar for the biggest names when a mid tier creator with a super engaged niche audience might actualy convert better. The whole thing shows how sophisticated this space is getting.
Great timely piece, Mike.... In my view, more balanced/objective than several other recent hop-on-bandwagon articles on this Subject. I originated from CPG-where some are slow to move without measurable PROOF....Others -like P & G prev. went back and fourth on viability of non-traditional ADV tools-with $billions of Ad dollars at stake.