B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
43%
43% -- advertisers using creator campaigns for brand awareness for advertisers (2025)
43% of surveyed advertisers use creator campaigns to build brand awareness.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
43%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
450
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Interactive Advertising Bureau (IAB)
Primary
Tier B
https://martechtrend.com/creator-ad-spending-to-hit-37b-as-ai-drives-growth/ ↗
Source Article
Creator Ad Spending to Hit $37B as AI Drives Growth - martechtrend
Creator Economy Sees Major Growth in Ad Spending
Advertising investment in the creator economy is expected to surge to $37 billion in 2025, marking a 26% increase from the $29.5 billion spent in 2024 and nearly triple the $13.9 billion recorded in 2021. This data comes from the Interactive Advertisi…
Original Research
Interactive Advertising Bureau (IAB)
· Original study ↗
Methodology
IAB Creator Economy Ad Spend and Strategy Report
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelinfluencer
Cite this stat
Plain Text
advertisers: 43% advertisers using creator campaigns for brand awareness. Source: Interactive Advertising Bureau (IAB) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creator-campaigns-brand-awareness
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<blockquote cite="https://lighthousedata.io/data/creator-campaigns-brand-awareness" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>43%</strong> -- advertisers using creator campaigns for brand awareness for advertisers<br><small>Source: Interactive Advertising Bureau (IAB) (2025) · <a href="https://lighthousedata.io/data/creator-campaigns-brand-awareness" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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