Deep Dive: Page 2

Industry insights from our journalists

  • Image attribution tooltip
    Retrieved from Unsplash on July 22, 2021

    How media conglomerates are plotting the future of measurement and identity

    NBCUniversal's moves in advance of the Olympics and the Super Bowl hint at what's to come at the upfronts and beyond.

    Chris Kelly • Feb. 8, 2022
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    Thomas Lohnes / Stringer via Getty Images

    The path forward for fashion's sustainable future may be affordability

    Sustainability sells, but how can retailers market around the trendy topic when eco-friendly products are often inaccessible to the average consumer?

    Natalie Koltun • Feb. 1, 2022
  • What's next for advertisers as Google changes course again on cookie alternatives

    Google has replaced its embattled FLoC proposal, complicating the data privacy landscape as the countdown to a cookieless future continues.

    Chris Kelly • Jan. 28, 2022
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    oatawa via Getty Images

    Can retailers grab more CPG ad dollars without repeating digital media's mistakes?

    While firmly in a boom time — U.S. spending on retail media doubled between 2020-21 — the category contends with saturation and bumpy transitions.

    Peter Adams • Jan. 25, 2022
  • DoorDash self-delivery
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    Courtesy of DoorDash

    Can restaurant marketers get digital right while facing panoply of pressures?

    Amid labor, supply chain and inflationary issues, 2022 will be a year of increased pressure to deliver on fronts that span media, ordering and loyalty.

    Chris Kelly • Jan. 18, 2022
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    Dia Dipasupil via Getty Images

    Looking ahead: 9 trends that will steer marketing in 2022

    Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.

    Peter Adams, Chris Kelly and Natalie Koltun • Jan. 11, 2022
  • The 2022 Ford F-150 Lightning, retrieved by Marketing Dive on Dec. 22, 2021.
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    Retrieved from Ford on December 22, 2021

    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.

    Peter Adams • Jan. 4, 2022
  • Popeyes' Megan Thee Stallion sauce
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    Courtesy of Popeyes

    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.

    Peter Adams, Chris Kelly, Natalie Koltun and Asa Hiken • Dec. 7, 2021
  • IMVU's metaverse platform
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    Courtesy of Together Labs

    Why the metaverse could be a breakthrough in privacy-compliant digital marketing

    Through cookie alternatives and lessons learned from past digital marketing efforts, brands can hit reset on privacy in the metaverse.

    Asa Hiken • Nov. 30, 2021
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    Retrieved from Target on November 23, 2021

    How brands are turning inclusive holiday campaigns into more than 'inspiration porn'

    Target and Starbucks lead the way for marketers trying to authentically embrace diversity and inclusion during a busy yet reflective season.

    Chris Kelly • Nov. 23, 2021
  • McDonald's McRib NFT
    Image attribution tooltip
    Permission granted by McDonald's

    How intense interest in NFTs and other collectibles is shaping marketing

    Consumer appetites for NFTs remain niche, but the format could serve as an important experiment if the metaverse ever takes off.

    Peter Adams • Nov. 16, 2021
  • Nike House of Innovation New York storefront
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    Courtesy of Nike

    These traditional brands are shifting to a DTC model. Here's how.

    Athletics retailers are in some ways leading this shift, but brands across the industry are doubling down on the model to grow margins.

    Cara Salpini • Nov. 11, 2021
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    Courtesy of Hyundai

    How Disney balances entertainment and ad sales in the streaming age

    The company is positioning itself to take advantage of changing consumer behavior as streaming and digital advertising expand.

    Chris Kelly • Nov. 9, 2021
  • Bombay Sapphire's Sensory Auction
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    Courtesy of Bombay Sapphire

    Spirit brands concoct multisensory shindigs for next-gen experiential marketing

    Bombay Sapphire, Johnnie Walker and Grey Goose are some of the marketers using the tactic to explore innovation in ways that are specific to their products.

    Asa Hiken • Nov. 2, 2021
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    Retrieved from Unsplash on July 22, 2021

    CTV is exploding, but can marketers capitalize on its promise?

    Executives at Advertising Week spoke about the opportunity connected TV presents despite persistent issues with fragmentation and measurement.

    Chris Kelly • Oct. 27, 2021
  • People wait in line at Advertising Week 2021. Retrieved by Marketing Dive on Oct. 25, 2021
    Image attribution tooltip
    Permission granted by Advertising Week

    At Advertising Week: Less fluff and increased candor around industry's uncertain future

    Across four days in New York, marketers stepped out of their comfort zones with optimism that occasionally belied ongoing supply chain and engagement issues.

    Peter Adams • Oct. 26, 2021
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    CentralITAlliance via Getty Images

    How product shortages and an extended shopping season are upending holiday marketing

    Preparing contingencies for different holiday scenarios puts additional pressure on brands and agencies working to keep up amid their own staffing challenges.

    Natalie Koltun • Oct. 19, 2021
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    Megan Rapinoe appeared in an ad Subway uploaded to YouTube on July 21, 2021.

    Can QSRs meet marketing's new imperatives without alienating franchisees?

    National brand building is often in conflict with the needs of local operators — a dichotomy that has only become more apparent in the past 18 months.

    Chris Kelly • Oct. 12, 2021
  • Ludacris stars in Jif's new ad campaign retrieved by Marketing Dive on Aug. 13, 2021
    Image attribution tooltip
    Permission granted by Jif

    CPG brands ditch domestic tropes for culture-led marketing. Will it pay off?

    Marketers face pressure to address a history of propping up gender roles that were woven into the cultural fabric by agencies in the "Mad Men" era.

    Peter Adams • Oct. 5, 2021
  • Ocean Spray's Cranberry Chef Collective
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    Ocean Spray released a video as part of its Cranberry Chef Collective campaign. The image was retrieved from its video on Sept. 27, 2021.

    For influencer marketing to drive sales, trust must translate to real strategies

    As the holiday shopping season approaches, boosting confidence in the space could push it toward lower-funnel productivity.

    Asa Hiken • Sept. 28, 2021
  • As NFL kicks off 2nd pandemic season, sports marketers exercise cautious optimism

    Even as concerns persist around the delta variant, brands feel more confident about their strategies, including the return of experiential tactics and expansion into sports betting.

    Peter Adams • Sept. 15, 2021
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    Sam Wasson via Getty Images

    Can agencies adapt as the future of work takes shape?

    Attracting and retaining talent has been complicated by the shift to remote work and demands for better work-life balance, forcing agencies to be more flexible.

    Chris Kelly • Aug. 23, 2021
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    Spencer Platt via Getty Images

    Amid back-to-school uncertainty, marketers pin hopes on digital precision and renewed demand

    Where people are buying is changing dramatically, extending well beyond the usual suspects such as Amazon to social media platforms that are expanding their commerce capabilities.

    Peter Adams • Aug. 2, 2021
  • Roku TV
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    Courtesy of Roku

    Unusual Olympics put digital, mobile marketing tactics to the test

    Dwindling viewer interest and the absence of live spectators this year mean brands must get more innovative to stand out.

    Asa Hiken • July 27, 2021
  • Image from Mtn Dew microsite for Bob Ross deepfake campaign
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    Courtesy of Mtn Dew

    9 campaigns that showed marketers staying nimble despite haze of H1 2021

    As consumers navigate the stop-start nature of pandemic recovery, some brands have proved adept at addressing their anxieties and tech needs by offering a dose of optimism, in-person events or NFTs.

    Peter Adams and Asa Hiken • July 13, 2021