Influencers anchor $600-billion brand-activation practice

The Association of National Advertisers (ANA) conducted research into influencer marketing to help quantify its importance and understand its role in wider brand activation strategies.

Brand activation is a $600-billion practice, three times the size of the advertising business.

In its most basic form, according to Bob Liodice, president/CEO of the Association of National Advertisers (ANA), “Brand activation is a way to energize...