Brands and the creator economy
This article is part of a series of articles from the WARC Guide to brands and the creator economy. Read more.
The pandemic mandates across the globe have reshaped how consumers interact with advertising. People have become more comfortable using digital platforms for daily communication and shopping. Live advertising has arisen in this context as a “interruption” to the traditional advertising industry. Live advertising is a type of promotional activity that is produced online by brands and synchronously consumed by viewers (Plangger et al. 2021). On live audio media,...