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‘The opportunity has never been bigger’: How the creator economy has opened options for creators to profit from their intellectual property

A wider array of creators are finding opportunities to license their video back catalogs and launch their own product lines.
May 12, 2022

“Intellectual property” is a term often reserved for the Disneys of the world that have been able to take characters like Mickey Mouse and franchises like Marvel and squeeze them for licensing revenue in the form of product lines and content syndication deals. But individual video creators are also now getting in on the act. Read more here.

Additional coverage:

  • In this week's Digiday+ Media Briefing, media editor Kayleigh Barber checks in on how publishers' attempts to win over advertisers with their shoppable video and livestream shopping programs are going.
  • Google is set to launch a new tool to help users better manage the types of ads they see and precisely who's behind them, in a move it hopes will placate the privacy and transparency lobby.
  • Of the major subscription-based streaming services — Netflix, HBO Max, Paramount+ and Peacock — Disney+ netted the biggest number of new subscribers in the first three months of 2022.
  • Fortnite Creative is becoming a hub for metaversal brand activations, and the demand has pushed companies to look beyond Epic Games, the developer of the title, to reach audiences.
  • What is a data clean room today, and what should it deliver for marketers?
  • Why Colgate-Palmolive is taking a hybrid approach to in-housing.
Other things to know about

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A wider array of creators are finding opportunities to license their video back catalogs and launch their own product lines.

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Of the major subscription-based streaming services — Netflix, HBO Max, Paramount+ and Peacock — Disney+ netted the biggest number of new subscribers in the first three months of 2022.

Consumers expect brands to authentically demonstrate their values and marketing strategies are central to that expectation.

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Fortnite Creative — a workshop mode where players can design their own levels similarly to Roblox or Minecraft — lets brands bring their vision for metaversal activations to life, sometimes without working with Epic Games at all.

The intent indicated by app engagement data is enabling marketers to glean a comprehensive understanding of their target audiences.

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In this week’s Media Briefing, media editor Kayleigh Barber checks in on how publishers’ attempts to win over advertisers with their shoppable video and livestream shopping programs are going.

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Semantics-based tools — the primary approach for many brands in addressing brand safety risks — is meant for text-based pages, not the modern, mixed-medium pages of today.

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A few years ago 7% of all Boots’ media was bought using first-party data, now it’s around 30%.

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My Ad Center will let users declare the types of ads they don’t (and do) want to see

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