Creator marketing has completely changed the way that consumers engage with brands and, in turn, this has changed the way that brands should think about creators. But while it is clear that creator marketing has become an integral part of any media strategy, some brands are still struggling to see how creators compare to traditional media formats and how they can best complement them.In this report, we have partnered with MediaCom and GlobalWebIndex, leveraging custom data in order to quantify this evolution in creator marketing and to deep dive into how brands can work with creators to reach consumers not only while they’re scrolling through social media, but when they’re shopping in-store, waiting at a bus stop, or listening to a podcast, in order to maximise ROI.