By Connie Hawker, TV+ and Creators Lead at IAB UK
At a time when algorithms shape so much of what we see and buy, advertising’s most enduring power still comes from something far simpler: emotion. In a landscape increasingly defined by automation, it’s the human moments that resonate most deeply. The conversations at IAB UK’s Media Upfronts and our Shaping the Future of Creator Marketing event made that point clear: technology can scale reach, but only authenticity scales trust.
The creator economy now touches almost every corner of modern media. One in four UK adults identify as creators in some form, and together they’re building new pathways between culture, commerce and community. This isn’t just about influencer partnerships or social media campaigns; creators have become the storytellers and publishers of a more decentralised entertainment world. Their work shapes how audiences feel, what they buy and, increasingly, who they believe.
Mood and mindset are emerging as powerful performance levers, and audio plays a unique role in that shift. Across formats like video, audio, and gaming, research shows that people respond more positively to advertising when they’re in a positive emotional state. For creators, that emotional connection isn’t just meaningful, it’s measurable.
Audio stands out as a particularly resonant medium. Whether it’s radio, podcasts, or music streaming, audio has a distinct ability to meet people in moments of focus, calm, and belonging. It’s not just about reaching audiences – it’s about shaping how they feel when they’re reached.
This emotional layer creates new creative opportunities. Radio builds routine, podcasts engage and inform, and music streaming can amplify mood. Even in mobile gaming, audio ads are often heard during high-attention moments, like periods of concentration, reward, or escape. When creators align content and messaging with those emotional contexts, the impact of their work increases dramatically.
The same applies to creator marketing more broadly. The most successful brand collaborations are those built on shared values and creative freedom. Campaigns that invite creators to shape the story, rather than simply deliver it, tend to feel more authentic and perform better as a result. They turn content into community, and influence into impact.
As the industry evolves, trust will be the defining currency. Transparency around partnerships, fair contracts and credible measurement will underpin the next phase of growth. But the creative challenge is just as critical: to design work that respects attention, feels genuine and earns time rather than interrupts it.
The future of advertising will be defined by how well brands can merge precision with humanity. The creators, platforms and advertisers who understand this shift – who design for how people feel as much as what they do – are the ones shaping what comes next.
Because in a world optimised for clicks, the real opportunity lies in connection. And connection, when it’s done well, is still the most human story we can tell.
