For brands that want to make a cultural impact, the data suggests a clear way forward: a triple combination of influencer marketing, product placement in TV and film, and direct partnerships with artists.

Influencer marketing is twice as effective as digital ads, most of which are outright ignored by audiences, according to an MPG study. Meanwhile, streaming is rapidly becoming the main way people devour long-form content – meaning that if brands want to reach the 89% of viewers now regularly eschewing linear television (per The Hollywood Reporter), smart placements within content should be the strategy of choice.

The stats in the Read full story ›

Source: The Drum