The Latest
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ColumnCampaign Trail: How Gatorade elevates UGC with an app for teen athletes
"Knowing that our heartbeat — our core audience — is a teen athlete, we need to be more engaged in the places and spaces they're in," Gatorade's head of consumer and athlete engagement told Marketing Dive.
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YouTube settles with FTC over claims related to mishandling children's data, reports say
While the news is another indication the FTC is willing to fine big players, there's not yet a clear vision of how to protect the privacy of kids using video-sharing sites.
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Ordering app Ritual pilots AdQuick's performance-based OOH format
The outdoor advertising solutions provider claims the new offering, which operates on a cost-per-engagement model, is an industry first.
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Bud Light offers free beer to aliens escaping during 'Storm Area 51' event
In response to a viral Facebook event, the beer brand will debut an alien-themed label if it receives 51,000 retweets on Twitter.
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Neurological evidence shows halo effect for mobile ads from surrounding content
High-quality content on mobile sites can produce an engagement rate as much as 20% higher compared to low-quality content.
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Wendy's plays 'Fortnite' on Twitch to launch Baconfest
The burger chain gave away 1,000 Baconator sandwiches to Twitch viewers who ordered from Doordash.
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Amazon's ad boom continues, but marketers find some features lacking, report says
Marin's annual survey of digital marketers found 37% believe the platform's campaign management tools are "not optimal."
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Deep DiveNo ads, no problem: How marketers are collaborating with streaming platforms
Brands are rushing to capitalize on ad-free streaming hits that draw young audiences, but experts warn that hopping on the bandwagon may not be the best strategy.
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Jim Beam tackles heat wave with 'Refreshionals' campaign promoting highball cocktail
In select cities where the weather is hot, residents can tweet at the brand with relevant emoji, like a thermometer, for the chance to win a highball kit.
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Oscar Mayer's Wienermobile is for rent on Airbnb
The Kraft Heinz brand will turn the iconic hot dog-themed vehicle into a campsite to coincide with Lollapalooza.
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ANA: In-house agencies struggle with energizing creatives, attracting top talent
After chronicling the rapid shift toward in-housing, the ANA now highlights key challenges in order to lay the foundation for best practices.
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Lay's selfie-focused 'Smiles' campaign returns, building on success of 1st run
The Frito-Lay brand claims the first crack at the concept resulted in 700 selfies posted per day with its products.
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Martech M&A deal value doubles to $7.2B amid 'scramble' for data, study says
Consulting firm R3 said 40% of the biggest acquisitions in the past six months were for marketing technology companies.
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Taco Bell, T-Mobile to open co-branded pop-up stores offering free food, merch
Concept stores will feature live DJs and give away exclusive gear and menu items, like a white cherry-flavored T-MoBell Freeze.
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OpinionDon't max out on your core: The value of secondary audience segments
Focusing solely on your core audience can lead to missed opportunities for your business — or worse, writes Novarize CEO Alon Tvina.
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Fox boosts tune-in for 'Masked Singer' by 15% with real-time mobile, CTV ads
Video ads for the singing competition series saw a click-through rate of 1.3% among 1.4 million unique views.
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Busch hides 'Pop Up Schop' somewhere in a national forest
Fans who decipher clues on Twitter and find the secret location could win a lifetime supply of beer.
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Dentsu's Merkle buys data firm Ugam to scale advanced analytics
The deal is one of the performance marketing agency's largest acquisitions and its fifth in 12 months.
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P&G amplifies call for equal pay, makes financial pledge following World Cup victory
The marketer's Secret brand, a sponsor of the U.S. women's team, ran a full-page ad in The New York Times and said it will donate a symbolic $529,000 to the cause.
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YouTube, Netflix surge in ranking of most valuable media brands
Digital platforms snagged five of the top 25 spots as traditional media companies grew more slowly or even lost value.
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Marvel and Axe partner on web comic series 'The Fresh-Men'
The effort, which includes a mixtape and a presence at Comic-Con, is a way for the grooming brand to get in front of its target audience as ad-free media options proliferate.
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Deep DiveThe year of 'woke-washing': How tone-deaf activism risks eroding brands
Experts warn an uptick in socially and politically aware advertising can read more as chasing headlines than meeting real consumer demands, and it could degrade trust in the industry.
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Turner pilots in-game ad verification for console platforms
Turner's ELeague will promote ad inventory in games like "Grand Theft Auto" or "Madden" for which marketers can track viewability metrics.
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IAB: 48% of consumers shop disruptor brands
DTC fans are twice as likely as those who shop at traditional brands to see direct brands as part of their self-expression, the study found.
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ColumnComic Dive: Justice? Do It
Despite online outrage, Nike continues to take cues from Colin Kaepernick — a risk that hasn't impacted sales.
