Deep Dive: Page 2

Industry insights from our journalists


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    Retrieved from Unsplash on July 22, 2021
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    Mythbusting the JIC, weaponizing the MRC: What’s up with measurement?

    Execs from a new industry consortium focused on persistent measurement issues have been touting their rapid progress and Nielsen's potential role.

    Chris Kelly • May 15, 2023
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    Photo illustration: Bazooka Candy Brands; Industry Dive

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    How Bazooka Gum uses nostalgia to drive sweet success

    More than 75 years after the iconic pink bubble gum first launched, it’s still popular for the flavor, texture and comics that made it famous — and that isn't likely to change.

    Megan Poinski • April 19, 2023
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    Kinwun via Getty Images
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    Will metaverse marketing survive the current tech rout?

    Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.

    Peter Adams • April 5, 2023
  • Serena Williams in Rémy Martin's “Inch by Inch” campaign
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    Courtesy of Rémy Martin
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    A new era for alcohol advertising gets a slow start

    AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.

    Sara Karlovitch • Feb. 17, 2023
  • Maya Rudolph in  M&M's Super Bowl ad
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    Retrieved from M&M's on February 13, 2023
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    ‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled

    Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.

    Peter Adams and Chris Kelly • Feb. 13, 2023
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    RainStar via Getty Images
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    Has TV ad measurement’s day of reckoning finally arrived?

    Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.

    Chris Kelly • Jan. 30, 2023
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    Spencer Platt / Staff via Getty Images
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    9 marketing trends to watch as 2023 tests transformation bets

    Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices. 

    Peter Adams, Jessica Deyo and Sara Karlovitch • Jan. 18, 2023
  • Casey's
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    Permission granted by Casey's General Stores
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    C-store chains are betting on retail media in 2023. But at what cost?

    On the heels of 7-Eleven announcing its first venture into the space, retail media promises to bring new growth and opportunities — as well as challenges — for c-stores.

    Brett Dworski • Jan. 13, 2023
  • Old Spice's deepfake ad starring Dolph Lundgren
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    Retrieved from Old Spice on February 24, 2022
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    9 campaigns that boosted the mood in 2022

    Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.

    Peter Adams, Jessica Deyo and Sara Karlovitch • Dec. 12, 2022
  • 7-Eleven
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    Retrieved from 7-Eleven media kit.
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    Behind the making of 7-Eleven’s retail media network — and what c-store operators can learn from it

    The chain’s Gulp Media is the first of what will likely be many retail media enterprises in the industry as companies wrestle with higher costs and an evolving digital landscape.

    Brett Dworski • Nov. 28, 2022
  • A person on a video call/filming/taking photos of a family toasting for a holiday dinner at home.
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    FG Trade via Getty Images
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    Gift giving meets revenge living: Why experiences are so important this holiday season

    Consumer spending this year could meet last year’s totals, but with fewer gifts expected to be given, landing the sale just got harder.

    Jessica Deyo • Nov. 14, 2022
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    AndreyPopov via Getty Images
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    As retailers sell more ads, marketers’ frustrations and fears grow

    Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants.

    Peter Adams • Nov. 8, 2022
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    Phynart Studio via Getty Images
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    How an empowered creator economy is challenging marketers

    Likes no longer equal success, authenticity sells and TikTok’s highest paid contributors just launched their own enterprise, leaving marketers on a continuous pivoting loop.

    Jessica Deyo • Sept. 20, 2022
  • Molson Coors, beer, Coors Light, packaging
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    Courtesy of Molson Coors
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    Cold beer, hot planet: How two very different beer brands respond to climate change

    Coors Light and Corona have become more environmentally friendly in ways that remain true to each brand's positioning.

    Sara Karlovitch • Sept. 13, 2022
  • A row of desks sit empty in a classroom with the desk in the forefront having a notebook and pencil sitting on top.
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    diane39 via Getty Images
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    Back-to-school challenges marketers as shoppers focus on savings

    Brand loyalty is out the window amid economic distress, tasking brands and retailers to find new ways to court once-faithful customers.

    Jessica Deyo • Aug. 10, 2022
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    Brian Bahr/Getty Images via Getty Images
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    Why NFL sponsors are reevaluating their relationship with the league

    This year so far has brought an unusual number of change-ups in how advertisers support the league. Several factors lay behind the shift.

    Sara Karlovitch • Aug. 3, 2022
  • A bartender adds an orange peel to a whiskey drink with ice.
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    MaximFesenko via Getty Images
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    On ice: How whiskey brands are marketing to a new crowd

    The commercialized whiskey industry is hundreds of years old. If it’s going to survive another 100, the marketing playbook needs to change.

    Sara Karlovitch • July 19, 2022
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    Courtesy of DHL
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    Why big agencies are investing in supply chain and inventory services

    While pandemic-driven trends have given agencies a peek into clients' broader operations, getting buy-in for new services could be a challenge.

    Aaron Baar • July 18, 2022
  • Two characters from Stranger Things as part of a Domino's partnership
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    Courtesy of Domino's
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    7 campaigns that transcended the turmoil of H1 2022

    Amid global conflict, domestic crises and the continued effects of the pandemic, many marketers struggled to connect with distracted consumers.

    Chris Kelly, Sara Karlovitch and Jessica Deyo • July 12, 2022
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    Layla Bird via Getty Images
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    Marketers lost their creative verve amid deluge of challenges

    Once-promising categories like crypto went silent due to an economic rout, while much of media investment flowed to performance channels that don’t inspire much in the imagination.  

    Peter Adams • July 12, 2022
  • Quontic Bank outpost Decentraland
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    Permission granted by Quontic Bank
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    Banks eye first-mover advantage to embracing the metaverse

    Banks are carving out their own spaces in the metaverse, a virtual world estimated to represent a $1 trillion market opportunity.

    Anna Hrushka • June 3, 2022
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    Courtesy of Marriott International, Inc.
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    Why the media network craze is just getting started

    Marriott’s push to sell more digital advertising marked a first for the hospitality industry, but marketers shouldn’t be surprised if verticals from airlines to financial services follow suit. 

    Peter Adams • Updated May 31, 2022
  • Bud Light can and a Miller Lite can on a bubbly background.
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    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images

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    How Miller Lite and Bud Light's epic clash shook the marketing world

    It’s a feud as old as light beer itself, filled with lawsuits and smear campaigns. However, waning interest in beer has heightened the stakes for both brands.

    Sara Karlovitch • May 24, 2022
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    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

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    Burger wars: How Burger King's rivalry with McDonald's reverberates through adland

    Despite McDonald's boasting twice as many restaurants, five times the ad budget and 10 times the revenue, Burger King's marketing innovations have had lasting impact.

    Chris Kelly • May 17, 2022
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    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

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    Brand rivalries that helped define modern marketing

    In this series, Marketing Dive explores enduring showdowns that have shaped the industry and how those dynamics are again shifting as brands prep for a post-pandemic world.

    Julia Himmel • May 10, 2022