In the midst of the retail media network boom over the past two years, retailers including Walmart, Amazon and Target, have increasingly started trying to monetize their creator networks and affiliate programs, according to six agency retail media executives Digiday spoke with for this piece. RMN execs see those monetization efforts as a play to take in more ad revenue, especially the brand marketing dollars retailers have spent the last year vying for.
These tactics are formalizing their respective influencer programs as the demand for influencer marketing grows — even as RMNs still face challenges in incremental measurement. Notably, influencer marketing has become a vital part of the media mix with marketing spend in the U.S. influencer marketing ecosystem expected to reach $9.29 billion this year, per eMarketer.
“The impact creators and influencers are having on marketing strategies can’t be ignored, and retail media networks are well aware of the potential,” David MacDonald, evp and head of retail and commerce experience at marketing agency Razorfish, said in an emailed statement to Digiday.
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Despite all the fragmentation in the space, despite the political uncertainty, despite the inconsistent and ever-changing algorithms, social media remains an irreplaceable piece of brands’ and retailers’ marketing strategies. And within those strategies, Meta’s Facebook and Instagram platforms remain the examples of social marketing success.
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Two years after YouTube launched the YouTube Shorts revenue share program in February 2023, creators are finding that their payouts for short-form content are still dwarfed by the ad revenue they can glean from long-form videos.
Six creators who have traditionally focused on long-form content told Digiday that their RPMs (revenue earned per 1,000 views) for YouTube Shorts were consistently beneath $0.20, compared to average RPMs of between $3 and $6 for their long-form content. It’s worth noting that long-form YouTube videos can carry multiple ads, which would help to boost a video’s RPM, whereas YouTube Shorts revenue is shared among creators based on viewership.
“This month, I had an idea for a long-form video, worked on it all night, and after being live for one week, it had made more money than an entire months’ worth of shorts,” said the “Magic: The Gathering” video creator Maldhound, who asked to keep his real name private to protect his personal information. He told Digiday that his average RPM for 20-to-30-minute long-form videos was roughly $5.50, compared to an average RPM of $0.18 for Shorts.
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In January, the U.S. Federal Trade Commission finalized an updated version of the Children’s Online Privacy Protection Act. And for as much attention as the update may have received, it probably merits more.
“It is a big deal. And I think because there’s been so much other activity in the news, people haven’t really paid attention to it,” Debbie Reynolds, a privacy expert and founder, CEO and chief data privacy officer at Debbie Reynolds Consulting, said on the latest Digiday Podcast episode.
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Marketers have begun to turn back toward brand-building strategies in recent months. But that doesn’t mean they’re totally abandoning the ideas underpinning performance marketing.
One sign that’s the case is the rise of alt-measurement companies like System1, iSpot and EDO, each of which offers solutions that promise to help marketers track the impact of brand creative. Their testing solutions are used tooptimize — and ultimately justify— the media and creative budgets put aside by advertisers for TV tentpole events like the Super Bowl.
Despite the turn back toward “market-leading creative” by brands such as Kimberly-Clark and Nike, marketing budgets across the industry have shrunk in recent years. Gartner’s 2024 CMO survey found that on average, marketing budgets represented 7.7% of overall company revenue, down from 10.5% in 2019. In short, marketers are pursuing brand-building strategies with weaker hands than they’ve had in previous years.
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The marketing playbook continues to be rewritten. In an increasingly fragmented cultural landscape, that reevaluation is coming to celebrity partnerships which has marketers rethinking who they partner with and how.
Take Nike’s new partnership with Kim Kardashian, on a new women’s activewear brand called NikeSkims. The New York Times’ likened it to that of Michael Jordan and Nike, which long has been seen as the creme de la creme of brand partnerships and celebrity endorsements as it allowed Nike to not only enter a new market (basketball) but to cement its brand within culture. Could Kardashian’s shape wear brand be the next?
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Ayesha Curry says she puts her relationship with her husband, Steph Curry, before their kids.
Jerritt Clark/Getty Images for Gentleman's Cut
Ayesha Curry says she prioritizes her relationship with Stephen Curry over their four children.
"And that works for us because then you have two happy people raising the kids in the house," she said.
Prioritizing each other involves making time for each other, such as going on date nights, she said.
Ayesha Curry believes that partners should put each other first in order to be good parents.
In an interview with People, Curry spoke about prioritizing her relationship with her husband, NBA player Stephen Curry, over their kids.
"I think for us, our relationship always comes first. Then we're parents," Curry told People. "And that works for us because then you have two happy people raising the kids in the house. So the family sector in our lives always comes first."
The couple, who tied the knot in 2011, share four kids: Riley, Ryan, Canon, and Caius — whom they welcomed in May.
This isn't the first time that Curry has spoken about how she and her husband make their marriage work.
In a 2019 interview with HelloGiggles, Curry shared that her parents and her in-laws were the ones who showed the couple the importance of prioritizing each other.
"And then also the biggest thing, both of our parents are still married and have been married for 30-plus years, and the one thing that they both shared with us — some through learning it the hard way, some through just making sure that they do it — is just making sure that we put each other first, even before the kids, as tough as that sounds," Curry told HelloGiggles.
This involves making time for each other, including date nights, she said.
"Because when you become a parent, you want to put your kids first, and we do, but we do it second to our relationship. Because ultimately, when our relationship is good, the kids are happy, and they're thriving, and our family life is good," Curry said.
At the end of the day, their relationship sets the basis for their family life.
"We have to put that into perspective and realize that it's not us being selfish, it's making sure we set a strong foundation," she said.
The Currys aren't the only celebrity couple who've spoken about making time for each other despite their busy schedules.
"In our relationship, having little kids again, our present to each other on our last anniversary was, we have to go to the theater once a month, and we have to go out three times a month, and we're not allowed to wear trainers," Tana said.
A representative for Curry did not immediately respond to a request for comment sent by BI outside regular hours.
Ben Rice showed up to camp this month after putting on about 10 pounds since he was called up by the Yankees last June, most of which appears to be muscle in his upper body as he tried to fill out his 6-foot-2 frame over the winter.
An Illinois landlord charged with murder, attempted murder and a hate crime in a 2023 attack on a Palestinian American mother and her young son is expected at trial
Nearly 40% of the federal contracts that the Trump administration claims to have canceled as part of its signature cost-cutting program aren’t expected to save any money
Billy McFarland is back, with Fyre Festival 2. Scheduled to take place in Isla Mujeres, Mexico from May 30 to June 2, tickets just went on sale, ranging from $1,400 to a truly brazen $1.1 million — even though no artists have been confirmed, and McFarland himself isn’t sure if he can legally leave the […]
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