Why marketers are thinking long-term with influencers

Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures

Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.

Additional coverage:

• TheSoul Publishing weighed in on the methodology behind the YouTube Shorts monetization program in the latest Digiday Podcast episode.
• Agencies expect a big jump in online ad spend this year — but the same isn't true for offline ad spend.
• More certainty that a marketing play is an authentic fit for a given brand is key as consumers are more skeptical of advertising than ever. More in this Digiday+ Marketing Briefing.
• As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.
• Despite warnings of an e-commerce slowdown after the pandemic-era boom, some marketing agencies are creating (or growing) commerce-specific teams.