#paid-media

#paid-media

For over a decade, influencer marketing was the darling of digital advertising. Brands poured billions into collaborations with personalities who promised reach, relatability, and relevance. But the tides have turned. Audiences are fatigued, engagement is down, and trust in influencers is at an all-time low. Meanwhile, AI-driven search tools, algorithmic discovery engines, and trusted media syndication are reshaping how consumers find and evaluate brands.

"This brand has never had top-of-funnel paid media launched at scale," Lynch said on the company's most recent earnings call. "It's hard to believe, but all the marketing has always been word of mouth, earned media and bottom-funnel ... promo activations, and so we leaned in on making some of these investments and so we're ecstatic with the results."

Since the early days of Google search, brands have invested heavily in either organic SEO or paid advertising. For years, debates raged about which approach delivers more value - long-term organic growth or immediate paid reach. But in 2025, the conversation has shifted. The rise of AI-powered search engines like ChatGPT, Perplexity, and Claude means the future of brand visibility is not about choosing between SEO and paid media, but about integrating them strategically.

They're moving spend out of paid media that they would have previously done on linear TV, like big ad spots, and chopping that up and using it to bolster and support the creator economy,

A paid media mix encompasses various paid marketing forms used to reach targeted audiences effectively while allowing full control over targeting, timing, and budgeting.