EMARKETER: Social Video And Converged TV Will Take Four In Ten Of All Media Dollars

Beet.TV reports EMARKETER principal analyst Max Willens told an EMARKETER Future of Digital event in New York that "by the end of this decade, it will be close to four-in-10 of all dollars spent on media of any kind going to either social video or converged television," driven by an expansion of access to the format. Willens said the shift toward lots of smaller creators is accelerating: "micro and nano creators in particular - their share of influencer marketing spend is going to grow to nearly half in the next couple of years," because brands need sheer content tonnage they can repurpose across organic, paid social, linear and CTV. He warned that a single measurement approach will not cover the funnel, since performance and affiliate methods work for the bottom but not the top, and that brands which treat creators as one thing will misread the returns.