Toyota powers hydrogen fuel-cell car with high reach, data-driven approach

Partnerships with Amazon, Hearst and others promise to support efforts to target audiences across a wide range of channels with a high level of precision.

By Erica Sweeney • Nov. 8, 2018

Sprite urges fans to 'Get Vocal' about what matters to them via hip-hop platform

The brand worked with a popular producer to create a 60-second beat that fans can download and record their own freestyle over to share on social media.

By Erica Sweeney • Nov. 8, 2018

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

6-second ads deliver big mobile viewership, but little emotional punch, study says

"The explosion of short form content caused by the emergence of mobile and erosion of consumer attention have changed the rules of the game," a Mars executive said.

By Robert Williams • Nov. 7, 2018

Coke spices up UK holiday campaign with cinnamon-scented tube station

The updated "Holidays are Coming" campaign focuses, for the first time, on Coke Zero and includes a push on Snapchat.

By Erica Sweeney • Nov. 7, 2018

Major League Soccer nets 10x surge in social following

MLS this year boasts the highest growth in social media among U.S. professional sports leagues.

By Robert Williams • Nov. 7, 2018

Facebook properties saw content consumption slide 7% in September, analysis finds

While Facebook's core platform has gained more users, they're using the site less, leading to an estimated 20% decline in content consumption per person.

By Erica Sweeney • Nov. 7, 2018

Snapchat Discover adds Comscore audience measurement

Advertisers still won't be able to see audited viewership numbers for specific shows on the messaging app.

By Robert Williams • Nov. 6, 2018

Macy's creates personalized Instagram gift guides for holiday shoppers

The shoppable carousel ads are part of a social- and mobile-heavy seasonal push that also includes a snow globe on Pinterest filled with hidden gifts. 

By Erica Sweeney • Nov. 6, 2018

Dodge revs up social series for Christmas

The series parodies car-restoration TV shows by highlighting how elves overhaul Santa's sleigh with muscle car features.

By Robert Williams • Nov. 6, 2018

Comic Dive: Instagram Turns Heads

As Snapchat continues to lose users, fickle digital natives are moving to a familiar platform instead.

By John Hazard and Lisa Burdige • Nov. 6, 2018

Air Canada debuts DC 'poutinerie' offering flavors inspired by its travel destinations

The pop-up is part of the airline's "#AirCanadaFliesThere" campaign and includes a VR experience simulating a flight takeoff.

By Erica Sweeney • Nov. 6, 2018

Carl's Jr. catches 'Famous Stars' for multichannel influencer campaign

The fast-food brand is teaming up with Australian comedian and Instagram star Celeste Barber on the new "Famous Stars, Eating Famous Stars" spots.

By Erica Sweeney • Nov. 5, 2018

Twitter hires director of culture and community from VMLY&R

God-is Rivera, former director of inclusion and cultural resonance at the ad agency, will help brands connect with multicultural groups.

By Robert Williams • Nov. 5, 2018

Covergirl, Cheerios take Carousel ads on Pinterest out for a spin

Early results are promising for the new format, which appears in the home feed and lets users swipe through up to five images in a single ad. 

By Erica Sweeney • Nov. 5, 2018

AB InBev cozies up to craft brewers in IGTV push

The brewing giant aims to demonstrate how it helps smaller beer makers amid declining sales.

By Robert Williams • Nov. 5, 2018

Instagram cashes in on Promote ads for Stories, fresh analytics

New offerings signal that the platform's co-founders' recent exit hasn't slowed down innovation.

By Robert Williams • Nov. 5, 2018

Facebook seeks greater advertiser disclosures on data-sharing

Companies that want to exchange data must disclose ad partners and explain how they work together.

By Robert Williams • Nov. 2, 2018

WhatsApp ads are coming to messaging app's 'Status' stories

While the messaging app was previously averse to ads, the move is part of parent company Facebook's efforts to drive monetization as it struggles with slowing sales growth.

By Robert Williams • Nov. 2, 2018

Target unwraps new direction for holiday ads and expands in-store mobile

The retailer is increasing its marketing spend and debuting 20 English-language and 18 Spanish-langue spots that do not include a continuous theme, unlike in previous years.

By Erica Sweeney • Nov. 2, 2018

Oscar Mayer officially declares hot dogs are sandwiches, opens hotline for feedback

Jimmy Dean is also taking advantage of National Sandwich Day, asking consumers to petition to change the definition of "sandwich" to include breadless options. 

By Erica Sweeney • Nov. 2, 2018

Moët links with trendy designer Virgil Abloh to wrap bus shelters in tape

The two are releasing limited-edition bottles of Moët Nectar Imperial Rosé and hosting pop-up tape dispenser events for fans to get a strip of the adhesive. 

By Erica Sweeney • Nov. 2, 2018

Adobe: Shoppers consult social media less amid eroding trust in platforms

Social networks this year were the only digital channel to show a decline in revenue per visit among the traffic they drove to online merchants.

By Robert Williams • Nov. 1, 2018

Report: Alcohol brands return to Snapchat

Heineken, Mast-Jägermeister and Campari are placing ads on Snapchat amid better guarantees that minors won't see their campaigns.

By Robert Williams • Nov. 1, 2018

Allbirds invites fans to 'meet' their shoes with interactive experience

The effort highlighting the brand's use of sustainable materials also features humorous videos where people feel compelled to meet their shoes' source.

By Erica Sweeney • Nov. 1, 2018

How Bonobos grows brand purpose following its controversial sale to Walmart

Leaders from the men's apparel disruptor talked at the IAB's Direct Brand Summit about getting bolder with marketing during their first year under new corporate stewardship.

By Peter Adams • Nov. 1, 2018