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However, this is only the case if distinctive brand assets are used, according to a new study from VCCP Media and Amplified which examined creative and media’s combined impact.

Creators report feeling concerned over creative constraints, unrealistic deadlines and excessive content revisions required by brands. But getting the relationship right can lead to better results as the creator economy professionalises.

The ASA assessed over 50,000 pieces of influencer context on social media platforms, finding that only 57% stuck to its rules on ad disclosure.

Leaders from the public-service broadcaster explored takeaways from its January research on Gen Z, including implications for brands and the importance of providing positive role models for young men.

Updated ad solutions are aimed at giving advertisers greater adjacency to its Chat feature, as the platform leans more heavily into performance revenues and SMBs.

Brands must earn Gen Alpha’s attention through genuine value, not just intrusion. That means choosing empathy over ego and purpose over performance.

Jungle Creations CEO Melissa Chapman joins Jack Benjamin to discuss how brands are challenged to reach young, increasingly niche and community-focused audiences across different platforms.

As social platforms seek to capture share from the open internet and differentiate themselves in a crowded market, they are developing new capabilities that could benefit brands. 

Online formats accounted for £4 in every £5 spent on advertising, while the VOD sub-category has been expanded to include SVOD, AVOD and FAST, according to the latest AA/Warc Expenditure Report.

Following the recent ruling on Meta’s privacy intrusion, Thinkbox’s new CSO explores how advertising can deliver relevance without the stalker vibes.