Creator budgets still come from old channels, not just net-new spend

The chart breaks down where enterprise brands say marketing budget comes from. Email marketing leads at 51%, followed by events at 46%. Only 41% point to net new budget, and 41% to changes in software stack.

• Email marketing: 51%
• Events: 46%
• Net new budget: 41%
• Changes in software stack: 41%
• Print or broadcast advertising: 39%

In simple terms, creator spend is often a reallocation exercise, not a fresh-budget category. That makes validation more important: once the money comes out of existing lines, a weak creator choice is harder to justify.

Data source: IAB

Related read: From 750+ Applications to 15 Long-Term Creators: A Green Dots Select Case Study