The Latest
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Deep Dive
As Super Bowl’s cultural cachet grows, brands look beyond in-game ads
Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.
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Kia counterprograms Super Bowl with mobile game
Promoted on Instagram and TikTok, the automaker’s Kia Squares effort looks to engage big game viewers beyond the duration of a traditional ad.
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Amazon’s bet on Prime Video ads pays off as advertiser pool widens
While its ad segment’s rate of growth cooled in Q4 compared to the year-ago period, Amazon has successfully won over more non-endemic brands.
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Opinion
Breaking into the big game: Tips for first-time Super Bowl advertisers
The real winners in big game advertising aren't crowned during the game, but they're revealed in the months that follow, said 5WPR’s Ronn Torossian.
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Google’s ad revenue growth turns sluggish as industry clouds gather
A lower growth rate for YouTube came despite a U.S. election spending splurge while DeepSeek is putting pressure on generative AI initiatives.
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Oreo hypes Post Malone cookie drop with new Snapchat ad format
The Mondelez marketer is the first in the snack category to take advantage of Sponsored Snaps, which include a link to make a purchase.
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McDonald’s brings back Uncle O’Grimacey for return of Shamrock Shake
In social media videos, purple mascot Grimace visits Ancestry.com and discovers a connection to his Irish uncle.
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Bliss takes on ‘Sephora kids’ in a bid for elder millennials, Gen X
The skincare brand is attempting to reconnect with its core audience through a tie-up with comedian Iliza Shlesinger for a video spot and skincare kit.
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Mastercard helps Lady Gaga fans sow ‘Mayhem’ in music culture play
A tie-up with Gaga around her eighth studio album saw the payments marketer unveil the singer’s latest single around the Grammy Awards.
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Opinion
Sociable: Will Elon Musk’s growing political ambitions help or hurt X?
As Musk digs deeper into politics, a number of big brands are looking to resume their ad spend on X.
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Heinz teams with hip-hop hitmaker Mustard for new product, campaign
The marketer launched the culturally minded — and perhaps overdue — campaign with a spot that aired during the Grammy Awards.
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Deep Dive
What marketers can expect as CTV and retail media converge in 2025
Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.
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Dentsu brings Adobe’s generative AI acumen to data, identity offering
The new partnership combines Adobe’s GenStudio content supply chain solutions with Dentsu’s data and identity platform, Merkury.
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Clif Bar celebrates athlete perseverance with new brand platform
The Mondelez-owned snack marketer is extending a partnership with fitness app Strava to include fresh co-branded content, events and challenges.
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Inside the marketing industry trends to follow in 2025
During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.
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Organic social media and marketing budgets: Here’s what the numbers say
Organic social media can be used to test hypotheses before making a larger investment, according to research from VaynerX and Ipsos.
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How Chili’s boosted comparable sales by 31%
Value-oriented ads and marketing for its Triple Dipper menu boosted the chain’s traffic by nearly 20%, driving a record-breaking quarterly performance.
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Deep Dive
How generative AI’s role will evolve in 2025 as marketers probe its utility
The fast emergence of disruptors like DeepSeek could cater to marketers’ desire for tech that produces concrete outcomes at lower costs.
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Q&A
Why MLS is kicking off a brand campaign around the Super Bowl
CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.
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Meta’s AI tools attract more advertisers as tech enters ‘defining’ year
More than 4 million advertisers are now using the company’s generative AI offerings while Meta is working to streamline its Advantage+ ad products.
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Chipotle connects SMS, social to celebrate Super Bowl ‘extras’
The fast-casual chain is also giving out free guac and queso blanco to loyalty members as it bills the day after the big game “Extra Sunday.”
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Starbucks bets on marketing to broader audience to support turnaround
CEO Brian Niccol detailed how marketing investments can lead to future growth as the chain’s latest earning results have “room for improvement.”
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McDonald’s chief marketer steps down, company veteran steps into role
Tariq Hassan will stay on to support the transition as Alyssa Buetikofer, CMO for the brand in Canada, returns to the U.S. business on Feb. 15.
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How E.l.f. balances entertainment, purpose to tap into a TikTok trend
In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products.
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Knorr, Tinder wave green flag for cooking ahead of Valentine’s Day
Sixty-three percent of singles are more likely to say “yes” to someone interested in cooking, per Tinder research.