Lighthouse3 found that three primary trends are behind the growth in the influencer marketing technology arena:
Key trend 1: Decline of advertising due to the massive increase in ad blockers globally
According to Mary Meeker s 2016 Internet Trends report slide 47 , there are nearly 640 million devices that are blocking online advertising.
That being said, US advertiser spending on digital advertising is expected to overtake TV in 2016 and hit $103 billion in 2019.
In fact, my agency is using Facebook ads, LinkedIn ads, Twitter ads, Pinterest ads, Reddit ads and Google AdWords ads to help clients retarget and amplify influencer marketing efforts.
Key trend 2: Rise of influencer programs is leading to greater need for efficiencies and proving ROI