Creator economy excitement at the 2023 NewFronts

Brynne Brynne Delerson

This month, we made our debut at the annual IAB NewFronts event, the world’s largest digital marketplace where marketers and media buyers, and companies like Snapchat, Meta, and YouTube, gather to preview new content and programming across the media and entertainment space, share insights, and make plans for the next year.

It was an opportunity to introduce advertisers and agencies to Raptive and to our creators’ amazing content, authentic voices, and diverse expertise—the response in the room and after the event has been amazing so far!

Our CEO, Michael Sanchez, and EVP Sales, Marla Newman, hosted Raptive creators DJ Jazzy Jeff, Harry Connick, Jr., and Sarah and Kaitlin Leung from The Woks of Life for our session, “Creating the Future of Media.”

Marla sits down with DJ Jazzy Jeff, Sarah and Kaitlin Leung, and Harry Conick, Jr. on the stage at IAB NewFronts

We highlighted ways top brands and marketers can connect with 4,000+ of the web’s best creators and publishers…

  • who reach more than 195 million unique viewers each month
  • who span 32 different content verticals
  • who’ve founded some of the world’s most-beloved online brands
  • who’ve earned numerous accolades like placements on The New York Times Best Sellers list, sold-out speaking tours, top television series, coveted product lines, critical acclaim from top press outlets, and global brand partnerships
  • who have authority across all types of content and categories, including BIPOC, LGBTQIA+, and women-owned sites

Consumers are looking to real people and authentic voices who are relatable and approachable to inspire them, entertain them, and learn from. Creators are the future of media, and Raptive provides access to the best. Our advertising partners can tap into a first-of-its-kind opportunity to connect with these incredible creators to create impactful content, exciting experiences, engaging media solutions, and more they can’t find anywhere else.

—Marla Newman, EVP Sales, Raptive

And most importantly, how—at this once-in-a-generation crossroads in digital media spurred by AI and the end of third-party cookies—brands have a real opportunity to do business in a way that empowers and celebrates thousands of independent publishers and content creators. The heart of the new, creator economy.

Get a peek at the excitement and energy of our NewFronts presentation!

Presenting at NewFronts was part of our soaring direct sales efforts

While direct sales has always been a strong piece of our creators’ revenue, it’s an even bigger focus for us this year and beyond.

Direct advertising is a $16B opportunity, and is how every other major media company makes the bulk of its advertising revenue—so the revenue potential is huge for our creators and publishers.

This year, we’ve brought on two incredible masterminds, Marla Newman and MaryRay Lombardo, to take our direct sales strategy to the next level. Over the last few months, they’ve been building out a world-class sales organization here at Raptive that accounts for a collective 275 years of digital experience!

This team is competing directly with the largest media companies in the world for brand dollars, and the stories of our inspiring creators help us stand out.

In a recent study, 52% of advertisers said they’ll focus significantly more on creator-based ad partnerships—and we are the only place brands can access the ad-buying solutions, influencer marketing, and experiential opportunities they’re looking for all in one place, at the scale they want!

We’re uniquely positioned to win big business for our creators and publishers, and telling this story at NewFronts was a strategic step to put even more ad dollars into your hands.

What’s next

Later this year, you’ll find us at the Cannes Lions—basically the Oscars of the ad industry—meeting with the biggest advertisers and agencies and speaking on a panel to get our creators’ stories front and center, as well as at Advertising Week in New York, meeting with leaders in marketing, advertising, media, and tech.

Our message is clear and strong, and we’re already seeing it resonate:
Creators are the future of media. Together, the future is ours to create.