Spotter promotes Creator TV as a new advertising frontier

Spotter is advocating for the inclusion of ‘Creator TV’ in advertising upfronts, arguing that long-form creator content is increasingly consumed on connected TVs (CTV). Nic Paul, co-founder and president of Spotter, noted that while brands want to shift budgets toward this content, they currently lack the data intelligence to validate audience attention. Spotter utilizes a business model of licensing creator content by predicting future revenue, a process that has distributed approximately $1 billion to creators and provided the company with extensive viewership data.

According to Spotter’s research, its network generates 136 billion annual U.S. views, with 52% of consumption occurring on CTV. The company defines Creator TV as aggregated, episodic content lasting 22 minutes or longer.

In a separate discussion on media strategy, former Havas CEO Anita Nayyar emphasized the need for flexibility in festive media planning. Rather than attempting to react to every real-time signal, Nayyar suggests marketers should maintain a stable strategic core while reserving 10-20% of the media budget as a flexible pool to respond to emerging consumer trends and performance signals across fragmented channels like linear TV, social media, and commerce platforms.