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MARCH 13, 2025 |
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Which brand just celebrated National Frozen Food Day with an infomercial-style campaign that raises awareness for the forgotten items buried in the freezer? |
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A) Steak-umm B) Totino’s C) Jimmy Dean D) DiGiorno |
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TOP STORY |
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Influencer marketing spend will grow15% YoY, outpacing digital and social ad spending, and will reach $10.52 billion in 2025, EMARKETER forecasts. Despite its growth, influencer marketing has maintained a core communication issue—no one knows what to call the people who are doing the work. |
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The difference between the terms “influencer” and “creator” has long been a point of contention in the industry, and EMARKETER differentiates the terms by their goals. While creators develop content with the goal of building an audience and monetizing, influencers are more focused on swaying brand preferences and buying decisions. There isn’t always a clear line, however, as the people building careers on social media often do both. |
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IN THE NEWS |
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Google rolled out Carbon Footprints for Google Ads to track emissions on Search Ads 360, Campaign Manager 360, Display & Video 360, and Google Ads. |
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Our view: Google’s carbon footprint reports could be a valuable tool for advertisers looking to adhere to company values while meeting consumer expectations. |
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The reports emphasize the need for advertisers globally to prioritize the environmental impact of campaigns and provide tools to better integrate sustainability into marketing practices. Google hopes to make it likelier that brands will reach net-zero goals—and easier for brands to show they are taking action on ESG goals. |
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ANALYSIS |
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Temu burst onto the US retail scene in September 2022, winning over shoppers with ultra-low prices and aggressive ad campaigns. But while its initial growth was fueled by new customers, its long-term success is now driven by repeat buyers. |
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Though Temu isn’t attracting shoppers at the same pace it once was—the number of shoppers that made purchases on the platform dropped 25% between January and August 2024, according to Earnest Analytics—its core audience keeps coming back. |
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