The study found creators who routinely shared personal experiences and engaged with their audience's comments were perceived as honest and authentic.
The Magna and TikTok research revealed the choice to watch ads creates a more lasting impression.
"2023 has been a real turning point."
Australia's total ad revenues are expected to grow by +5.8% with the market forecast to be the 5th largest globally.
Ros Allison: "Marketing and media now have a mandate to create new value in a regenerative economy"
Lucy Formosa Morgan: "It's been a slower start to 2023 with challenging global economic conditions"
"Being recognised on this list is testament to the great team of people working alongside me"
"No amount of great media can perform well if creative is mediocre"
Lucy Formosa-Morgan: "The index provides invaluable insight for marketers making decisions re media spend"
Formosa Morgan and Segalla showcase their diverse perspectives, thoughts and opinions
The overall forecast revealed traditional media is resilient through economic uncertainty but that social media stalled
The research explores the cultural conversations around sustainability and how it is discussed in Australia
Digital advertising is expected to grow by 13.5% this year
IPG Mediabrands Australia is launching a media-industry initiative to focus on viewable and fraud-free delivery of digital media bookings
