The Latest

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    Adeline Kon/Marketing Dive

    Super Bowl LVI: Tracking every ad

    Expedia's spot will introduce a fresh creative approach, while electric vehicle charging brand Wallbox will air its first TV ad during the game.

    Updated Jan. 13, 2022
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    Pascal Le Segretain via Getty Images

    Expect jagged growth of media consumption as saturation point nears

    Time spent with media grew 3.1% in 2020, 1.6% in 2021 and is set to lift 2.5% in 2022 — an up-and-down trend PQ Media expects will persist.

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    Retrieved from Piqsels.
    Opinion

    The long and short of it: understanding video options in a fragmented world

    While short-form video boosts discoverability, longer formats are critical for brand-building and storytelling, writes Meta's Patrick Harris.

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    Retrieved from Starbucks on May 22, 2020

    Starbucks commits to a more diverse supply chain

    To improve representation in its paid media, the chain will allocate 15% of its ad budget to minority-owned and targeted media companies in the next year.

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    Leon Neal via Getty Images

    Twitter invests in Aleph Group to support digital ad expertise globally

    Aleph is building an education tech platform for digital advertising with the goal of training more than 50,000 professionals in 90 countries on five continents.

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    SDI Productions via Getty Images

    Why agency account reviews are set to continue their rapid pace in 2022

    Two years of changing consumer priorities has led brands to rethink how they go to market and the outside expertise needed to get there.

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    Justin Sullivan via Getty Images

    GroupM: Next-gen tech hype wanes while consumer data wariness rises

    Missed expectations for tech like 5G and AR/VR suggest marketers will encounter obstacles amid lofty plans to build out the metaverse.

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    Sean Gallup / Staff via Getty Images

    Cancel culture: Trouble for brands or just noise?

    Though cancel culture has proliferated across society, fueled by social media and divisive partisanship, it impacts people more than brands, Forrester finds.

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    Courtesy of Avocados From Mexico

    Avocados from Mexico fuses branding, performance marketing for Super Bowl return

     A virtual home experience hosted by Drew Brees speaks to a larger premium on e-commerce and first-party data acquisition. 

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    Tero Vesalainen via Getty Images

    Social commerce to grow 3 times as fast as e-commerce, Accenture predicts

    Driven by Gen Z and millennials, shopping on social media platforms is forecast to grow from $492 billion in 2021 to $1.2 trillion by 2025.

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    Courtesy of Lyft

    T-Mobile acquires ride-share ad network amid digital OOH rebound

    With the deal for Octopus Interactive, T-Mobile wants to help advertisers reach urban cord-cutters and convert its data capabilities into a larger revenue driver.

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    Retrieved from Unsplash on July 22, 2021

    Discovery invests in OpenAP to accelerate growth of advanced TV

    OpenAP works with more than 100 advertisers and expects 140% year-over-year growth in publisher-driven ad sales in 2022.

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    Courtesy of Oreo

    Oreo rewinds to 2007 with Blockbuster takeover promoting Cakesters return

    Collaborating with the last standing location of the video-rental store aligns with other experiential activations that have leaned on fondness for past decades.

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    Courtesy of P&G

    P&G takes first step into the metaverse with BeautySphere

    At CES, the CPG giant joined other marketers on the nascent virtual landscape with an experience tied to its purpose-driven efforts.

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    Courtesy of LinkedIn

    Cameo poised for bigger role in brands' 2022 social strategy

    Gaining momentum last year among brands like Coca-Cola and Infiniti, the platform may help to create a "halo effect" around online content.

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    Courtesy of Yahoo

    Yahoo builds out shoppable ad tech with MikMak deal

    Along with providing access to first-party data, the deal lets CPG advertisers offer a multi-retailer checkout experience directly from ads on Yahoo sites.

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    Courtesy of Atmosphere

    TikTok brings viral videos to TVs in gyms, restaurants through OOH deal

    Partnering with the startup Atmosphere, the app is tapping into a streaming network that now reaches 20 million unique monthly visitors.

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    Retrieved from Ford on December 22, 2021
    Deep Dive

    The road ahead: How legacy auto brands will level the EV playing field in 2022

    After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.

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    Photo by cottonbro from Pexels

    User-created content — especially video — gains on traditional media consumption

    The creator economy's role in the media landscape is growing as teens report spending 56% of their viewing time streaming user-generated videos and other content.

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    Courtesy of Frito-Lay

    Frito-Lay and Rick Astley renounce New Year's deprivations

    Focused on leaning into what brings joy, "New Year, New You" gives TikTok users an opportunity to duet on the singer's hit "Never Gonna Give You Up."

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    Courtesy of Popeyes
    Deep Dive

    9 campaigns that struck a chord in 2021

    Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.

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    Courtesy of Best Buy

    Best Buy launches in-house media company

    The electronics retailer seeks to turn 3 billion annual interactions into insights and opportunities for brands looking to reach consumers.

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    Courtesy of NBCUniversal

    NBCUniversal's new advertising platform streamlines first-party data across portfolio

    NBCUnified wields 150 million unique person-level identifiers drawn from company offerings spanning theme parks to the Peacock streamer.

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    Courtesy of Lexus

    Lexus offers spin on hustle culture with digital-heavy campaign

    Promoting its NX line, the automaker is emphasizing channels like esports and streaming that cater to a busy, more diverse audience. 

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    Drew Angerer via Getty Images

    TikTok dethrones Google as most-visited website

    The social video app hit the 1 billion user mark in September and is forecast to reach 1.5 billion monthly active users toward the end of 2022.