Deep Dive: Page 3

Industry insights from our journalists


  • Roku TV
    Image attribution tooltip
    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
  • Image of Cutwater Spirits "Cut Out" campaign
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    Courtesy of Cutwater Spirits

    As canned cocktails boom, marketers eyeing longevity face new challenges

    The explosive category is nearing an inflection point that will force marketers to focus on deepening brand identity and targeting millennial drinkers.

    Asa Hiken • July 7, 2021
  • Win Brands Group's DTC portfolio
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    Permission granted by Win Brands Group

    The rise of DTC holding companies

    Growing multiple brands under one umbrella allows companies to more effectively and efficiently scale them by providing resources and knowledge.

    Caroline Jansen • June 30, 2021
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    David Paul Morris via Getty Images

    What's next for the ad industry as Google gives third-party cookies a stay of execution

    Google kicked the can down the road with its latest privacy decision, but brands, agencies and the ad tech industry can't rest on their laurels.

    Chris Kelly • June 25, 2021
  • Peace Out
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    Permission granted by Peace Out

    The business of normalizing taboo topics

    From periods and acne to sex toys and toilet plungers, DTC brands are out to disrupt every eyebrow-raising industry under the sun.

    Maria Monteros • June 8, 2021
  • Ryan Reynolds in a 2018 ad for Aviation Gin. The image was retrieved from its video on April 27, 2021.
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    Fair use

    Celeb-backed agencies are ready for their close-ups

    Shaq, Ryan Reynolds, Tony Hawk and Dwayne Johnson are putting their star power behind marketing agencies that are more than just vanity projects.

    Aaron Baar • May 24, 2021
  • Taco Bell mobile store
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    Retrieved from Taco Bell on August 20, 2020

    Yum ramps up transformation with new tech deals. How will they impact marketing?

    Broader trends in the QSR category and changing media consumption habits could herald a bigger focus on performance marketing, experts suggest.

    Peter Adams • May 12, 2021
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    FilmMagic for YouTube

    Digital media's big show loses some glitz just as streaming explodes. Maybe that's not a bad thing

    The NewFronts presentations are all-virtual for the second year, but some media buyers don't miss the often hectic in-person event and are excited about innovations in areas like e-commerce.

    Peter Adams • May 3, 2021
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    Courtesy of Old Spice

    Why brands like Neutrogena and Old Spice are rushing to build internal content studios

    While people seek ad-free platforms like streaming services, brands angle to meet the appetite for programming — but they must avoid navel-gazing.

    Peter Adams • April 20, 2021
  • Roku buys rights to stream Quibi shows on growing ad-supported channel
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    Courtesy of Roku

    What AVOD's growth means for marketers in search of evolving consumers

    As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.

    Chris Kelly • April 13, 2021
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    Fotolia

    Brands grow bolder with marketing M&A to fill steep orders on data, e-commerce

    An emergence of "asynchronous buyers" like Yum Brands and Walmart speaks to how marketers are asserting more control in the face of an uncertain future.

    Peter Adams • March 23, 2021
  • Wings and curly fries offered from Brinker International's It's Just Wings virtual brand
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    Permission granted by Brinker International

    For restaurant chains, marketing virtual brands poses equal challenge and opportunity

    Companies including Chili's parent Brinker International have launched off-premise brands to meet evolving diner demands during the pandemic.

    Chris Kelly • March 16, 2021
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    Fotolia

    Clip or click? How the pandemic has changed the print vs. digital coupon debate

    While the demise of paper coupons has been predicted amid a broader shift to digital, the future may not be so straightforward.

    Shane Schick • March 15, 2021
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    Photo by Simon Abrams on Unsplash

    CMOs reflect on how COVID has reshaped marketing 1 year in — and what they would've done differently

    As the U.S. rounds a key milestone, industry leaders dish on switching up strategy during the crisis and getting sick of words like "unprecedented."

    Peter Adams, Natalie Koltun and Chris Kelly • March 8, 2021
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    Courtesy of Lowe's

    Brands get back together with experiential marketing in time for Valentine's Day

    Dunkin', White Castle and Lowe's are among the brands offering in-person experiences designed to be memorable and safe. But are consumers ready?

    Aaron Baar • Feb. 10, 2021
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    Courtesy of Jeep

    Super Bowl LV ads highlight marketers' disconnect with reality

    Advertisers strained to deliver a message with mass appeal or even to entertain — with a few notable exceptions — on what's supposed to be their biggest night.

    Peter Adams, Chris Kelly and Natalie Koltun • Feb. 8, 2021
  • Chipotle's first-ever Super Bowl spot highlights support for local farmers
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    Courtesy of Chipotle

    Super Bowl's status as marketing bellwether diminished as brands play it safe

    Some of the biggest announcements so far are advertisers like Budweiser sitting out, but newcomers — particularly brands boosted by the pandemic — are also jumping on the opportunity.

    Peter Adams • Jan. 26, 2021
  • Restaurant in New York City during the coronavirus pandemic
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    The image by Anthony Quintano is licensed under CC BY 2.0

    8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger

    Brands will continue to feel pressure to fill gaps during a patchwork pandemic recovery, while digital channels like streaming and gaming have become enshrined as consumer favorites.

    Peter Adams, Chris Kelly and Natalie Koltun • Jan. 4, 2021
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    John Hazard and Lisa Burdige

    Facebook antitrust cases could accelerate power balance shift for social media

    A landmark lawsuit filed by the FTC pushes for the tech giant to spin off Instagram and WhatsApp. But cracks were already forming in Facebook's armor, and rivals like TikTok could smell opportunity.

    Peter Adams • Dec. 10, 2020
  • Woman preparing for pathogen virus pandemic spread quarantine.Choosing nonperishable food essentials.Budget buying at a supply store.Pandemic quarantine preparation.Emergency to buy list - stock photo
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    eldinhoid via Getty Images

    CPG marketers roll the dice on new experiments amid data upheaval

    In a quest to get closer to customers through data, brands are asserting their independence from walled gardens by recentering on owned experiences.

    Peter Adams • Nov. 23, 2020
  • The lack of marketing/PR firms working with DTC brands
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    Photo illustration by Danielle Ternes/Marketing Dive; photograph by fizkes, Nicola Katie and Urfinguss via Getty Images

    Is the DTC brand aesthetic bad for business?

    Sans serif font and bright colored backgrounds are hallmarks of digitally native brands, but it may not matter if they all look the same.

    Cara Salpini • Nov. 16, 2020
  • Photo illustration of Joe Biden
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    Kendall Davis/Industry Dive/Marketing Dive, data from Marc Nozell

    How a Joe Biden presidency could impact brand marketing

    Historically risk-averse marketers embraced causes from immigration to environmentalism under President Donald Trump. Lingering division means the industry shift will be less radical this go-around.

    Peter Adams • Nov. 9, 2020
  • Tecate beer cans show brand's new look
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    Courtesy of Tecate

    2020's bevy of brand refreshes reflect new marketing mandates

    The pandemic, Black Lives Matter movement and other factors have marketers rethinking logos, packaging and visual ways their identity is presented.

    Shane Schick • Oct. 26, 2020
  • Can retailers reinvent holiday cheer in a pandemic?

    Mall Santas, tree lighting, Macy's Thanksgiving Day parade — retailers have to rethink every cornerstone of the holiday season, without losing the joy.

    Cara Salpini • Oct. 26, 2020