The Influencer Marketing Trade Body has announced the launch of its new Measurement and Evaluation Committee today, established to champion and standardise how influencer marketing is measured across the advertising industry.
The announcement is accompanied by news that The Goat Agency’s Alex Burgess and Hypetap’s Detch Singh have joined the IMTB Board.
The committee aims to demonstrate the commercial impact of influencer marketing at a time of significant growth within the sector.
Detch Singh, CEO of influencer agency Hypetap, has been appointed as Chair of the new committee. Singh, who has also recently joined the IMTB Board, commented on his appointment:
“Measurement is the foundation of confidence for any marketing channel, and influencer marketing is no exception. Our industry is calling for a more sophisticated evaluation of this space as marketing investment continues to shift towards influencer activity.
As Chair of the IMTB’s Measurement and Evaluation Committee, my focus will be on establishing rigorous, unified standards. We will prioritise robust data and measurable ROI to help CMOs view influencer marketing as a strategic, results-driven investment.”
Scott Guthrie, Director General of the IMTB, added:
“Global creator marketing spend is growing at 36%, far outpacing overall advertising growth of just 6%. As budgets rise, the industry must work harder to demonstrate financial accountability and return on investment. It is essential that we evaluate creator marketing with the same financial rigour applied to all other media channels, shifting the focus from attention to action.
Detch has been instrumental in setting up the IMTB’s new Measurement and Evaluation Committee since the spring. I am thrilled that we are now ready to launch this important initiative to our members and partners.”
The future of the IMTB at CreatorFest
At CreatorFest 2025, Scott Guthrie outlined the IMTB’s plans for the future of the creator economy, including co-running the new APPG.
He hopes the expansion of the IMTB will continue to put digital creators in front of the “decision makers,” and bridge the gap between creators and the government.
