Shift to long-term deals

Focus 360 launched Creator Square as a content‑creator project in mid‑2023 to aggregate YouTube video podcasters across sports, music, entertainment, true crime, sailing, travel, auto and pop culture. (focus360llc.com (focus360llc.com)) Early participants named by industry outlets included The Jake Asman Show, Law Nation Sports, Matt O’Leary and Jets Talk 24/7, with those channels offered to advertisers for branded reads and sponsorship placements. (RadioInk (radioink.com)) Focus 360 has added operational tooling — its “Creator Pulse” dashboard — and elevated Becky Pettersen into a central sales‑planning role to coordinate campaign briefs, pricing and payments across creator and radio inventory. (RAMP247 (ramp247.com)) Trade reporting and agency research show this move mirrors a wider industry pivot: PR Newswire’s 2025 influencer roundup and a 2024 industry trends brief document growing brand preference for multi‑month, bundled creator programs over one‑off activations. (PR Newswire (prnewswire.com); 2024 Influencer Trends Report (assets-global.website-files.com)) Quantitative studies cited by industry analysts put hard numbers on the shift: one sector report found roughly 70% higher engagement from long‑term influencer collaborations versus one‑off campaigns, and a separate survey showed ~70% of creators prefer stable, long‑term brand relationships. (Report: Creator Marketing for Consumer Brands (britopian.com); eMarketer summarizing Sprinklr data (emarketer.com)) Focus 360’s integration of Creator Square inventory with its national radio sales operations and campaign dashboard effectively creates packaged, always‑on buy options that advertisers can use for multi‑month partnerships across audio and video. (focus360llc.com (focus360llc.com); RAMP247 (ramp247.com))