Raptive creators showcase the power of human connection at 2024 IAB NewFronts
When it comes to media brands, Raptive creators always stand out.
This was especially true at this year’s IAB NewFronts when Raptive took the stage to shine the spotlight on creators and independent publishers. For our second NewFronts appearance, our CEO Michael Sanchez and EVP, Sales Marla Newman shared some exciting news, and the audience heard directly from five Raptive creators about the power of human connection—and why advertisers should be paying attention.
Why NewFronts?
As part of our strategy for replacing third-party cookies, we’re committed to driving unique demand through direct sales. One of the ways we’re doing that is by positioning Raptive creators as a must-buy for the world’s biggest advertisers at essential industry events.
IAB NewFronts is one of those events. It’s where brands and advertisers learn about upcoming content and make decisions about how to spend their budgets in the coming year.
We wanted to make it impossible for those decision-makers to overlook the power of creators!
Raptive + Nielsen: Why websites are important
To kick off the presentation we revealed the compelling results of a recent study Raptive commissioned with Nielsen to measure the impact of creator websites. The study proved what we’ve long known: your websites are powerful, relatable destinations that drive outcomes.
- 70% higher ad recall for brands advertised on websites vs social media
- 77% of fans feel connected to brands featured in creator content
- 40% higher purchase intent after visiting websites vs social media
More to come on the findings—we’re excited about how they will reinforce our message to advertisers: creator websites are the place to be for real results.
Harnessing the power of human connection
It’s no surprise to us that creator websites are such influential spaces. Everything you do is founded in human connection, which was the theme of our NewFronts presentation. And who better to communicate that message than creators, the experts in building connections with their audiences?
We invited five Raptive creators to the stage to share their stories with the NewFronts crowd. Bola, Camille, Gina, Darin, and Kevin gave insight on how they harness the power of human connection, making it clear why advertisers should be working with the Raptive creator network.
Bola Sokunbi
Founder & CEO, Clever Girl Finance
“I started getting consistent feedback from women about how helpful and impactful our products and services were. I heard from a woman that after leveraging our content, this was the first time in seven years she was able to fully fund a family vacation without a payday loan. Not only is our content empowering women, it’s positively impacting their lives.”
Camille Styles
Founder & CEO, CamilleStyles.com
“It’s very important that no matter who we partner with, there’s a true brand-audience alignment. I’ve spent the last decade getting to know my audience. What are their pain points? What are their goals? There’s a true connection and trust that’s probably the most important asset in my business.”
Gina Homolka
Creator & Founder, Skinnytaste
“Since 2007 I’ve been asking my audience what they want and I deliver. Because of that, I’ve gained a very loyal following which has helped me with seven New York Times Bestselling cookbooks. They’re always excited about what’s coming next.”
Darin Blue
CFO & Co-founder, Country Rebel
Kevin Blue
CEO & Co-founder, Country Rebel
“We get thousands of comments every month from people who connect with the music, the stories, and the songs and share with us just how impactful it is. Comments like ‘this is exactly what I needed to hear today’ or things that have touched their everyday lives. It’s something we’re incredibly proud of. We’re incredibly proud to be part of the Raptive community and excited to keep growing.”
Thank you to these creators for joining us in New York City and sharing their stories, and to musical guest Tony Jackson for closing us out with a memorable performance!
New partnerships to support diverse-owned media
Finally, our EVP, Sales Marla Newman announced Raptive Represents, a turnkey solution making it easier for advertisers to connect with Raptive’s 500+ diverse content creators. Raptive is already the #1 source for diverse-owned media, and now our creators will be in an even stronger position to pull in advertising spend.
Through new partnerships, we’ll be able to provide Raptive’s diverse creators with the verification advertisers need to spend their budgets. This makes Raptive even more appealing to brands, furthers our mission to democratize the media landscape for BIPOC creators, and benefits the entire community.
Raptive Data Studio
And if all of that wasn’t enough, advertisers also got a peek behind the curtain at the Raptive Data Studio, where our team identifies trends and insights that lead to high-impact advertising, custom partnerships, video at scale, and more. It’s incredibly appealing for advertisers, and they’re not getting this combination anywhere else.
Every media company is going to tell you how great their data is, but with Raptive Data Studio, the difference is our creators.
Marla Newman, EVP Sales
Coming up
We’ve already heard back from advertisers who are excited to learn more about Raptive’s premium creators and publishers, and we anticipate many more conversations to come. We’re also gearing up for a return to Cannes Lions where we’ll continue to put creators in the spotlight, making you top of mind for advertisers.
Creators are the brands of the future, and we’re making sure everyone knows it.
