Apple’s must-see iPhone privacy ad, and how brands have been scaling up influencer marketing: Datacenter Weekly

How brands are scaling up their influencer marketing 

The Tribe Dynamics subsidiary of influencer marketing platform CreatorIQ has shared data with Datacenter Weekly that sheds light on how brands are grappling with the creator economy in their marketing efforts. Tribe Dynamics surveyed executives at 150 brands and found that:

• Slightly more than half (52%) of brands expanded their influencer marketing efforts by investing in new staff in 2021 vs. 2020, while 42% stayed steady and 6% shrunk their teams.

• A sizable majority (70%) of brands say that finding the right creators to partner with is “somewhat” or “very” challenging. But 86% of those surveyed are doing their creator/talent hunting and acquisition in-house, as opposed to outsourcing those efforts.

• Brands are still looking to grow their in-house influencer marketing teams. Some 66% of those surveyed said that they don’t yet have all the necessary team members in place to deliver on plans to scale their brand’s influencer marketing campaigns.

Apple’s must-see iPhone privacy ad

ICYMI: Ad Age Creativity Editor Ann-Christine has the details on Apple’s rather compelling (and disturbing) new ad about data auctions—part of its continuing efforts to position its iPhone as an oasis of data privacy. We’re sharing it here ...

Nielsen alternatives can vary widely in their data outputs

“Tests of alternatives to Nielsen’s TV measurement have proliferated like wildflowers after a spring rain,” Ad Age’s Jack Neff reports. “The idea is that tests will build confidence and eventually lead to using these currencies to actually write deals over the next year. There’s just one problem: As marketers and agencies test, they are learning that audience numbers are all over the place among different vendors and sometimes vary significantly from week to week at the same vendors.”

Essential context:  “The wide range of results threatens to impede an industry movement toward applying multiple currencies to write TV and video deals.”

Keep reading here.

The newsletter is brought to you by Ad Age Datacenter, the industry’s most authoritative source of competitive intel and home to the Ad Age Leading National Advertisers, the Ad Age Agency Report: World’s Biggest Agency Companies and other exclusive data-driven reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter.

Ad Age Datacenter is Kevin Brown, Bradley Johnson and Joy R. Lee.

This week’s newsletter was compiled and written by Simon Dumenco.