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The CPG View
The Future of Media, Ads and Commerce (Andrew Lipsman, Independent Analyst & Consultant at Media, Ads + Commerce)
May 23, 2024
Andrew Lipsman, Independent Analyst & Consultant at Media, Ads + Commerce, discusses how creators are shaping the future of media, ads, and commerce. Topics include the Creator Era, successful creator traits, challenges faced by creators, and the impact on traditional media and marketing channels.
17:32
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Quick takeaways
- The Creator Era in media signifies a shift towards authenticity and cultural resonance led by successful creators like Taylor Swift.
- Creators disrupt traditional media and marketing by going direct to consumers, collapsing the funnel and challenging established brands to adapt.
Deep dives
The Evolution of Media and the Creator Economy
Media has evolved significantly over the last 40 years, with distinct eras from mass media dominance to digital fragmentation. The creator era is emerging as the next phase, focusing on common cultural touchstones led by creators like Taylor Swift. Creators bring authenticity and resonance, reshaping the media landscape by re-aggregating audiences around their content. Successful creators break the mold, break through, and eventually break the system, becoming dominant cultural touchstones.
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