IMTB tells New Digital Age’s Foresight conference that creators are reimagining what entertainment means in the second quarter of the 21st Century

Today, IMTB director general, Scott Guthrie gave the keynote address at New Digital Age’s flagship Foresight event. 

Creators are reimagining what entertainment means in the second quarter of the 21st Century, Guthrie told industry leaders. He continued his address telling marketers that the creator economy is introducing new attributes that are changing the consumer definition of quality. These attributes include relatability, intimacy, and social relevance. Progressive brands are seizing new opportunities to connect with customers and target customers through these creators.

YouTube, for instance, has spent six straight months as the most watched TV distributor in the U.S. In July, the video-sharing platform captured 13.4% of all TV viewing, topping Disney at 9.4%, Netflix at 8.8% and Amazon Prime at 3.8%.

Now in its third year, Foresight brings together industry leaders to explore what's over the brow of the hill for digital media and marketing. 

Alongside the Creator Economy, the Evolution of Programmatic Advertising, and the Role of Premium Publishers, were the three strands running throughout the day. Each theme featured keynote speakers and expert panels. 

Emma Harman, co-chair of the IMTB and co-CEO of Whalar, led the conversation in a panel of industry experts discussing the creator economy.