Zevia ribs Coke’s AI holiday ads in bigger push for brand awareness

The better-for-you brand’s new commercial, part of a more aggressive ad-spending strategy, shows uncanny AI images nodding to Coke iconography.

By Peter Adams • Dec. 4, 2024

Taco Bell’s drive-thru cameras give diners a shot at Super Bowl cameos

Rewards members who stop by the touring camera stations to snap a pic have a chance to be featured in the brand’s big game ad.

By Peter Adams • Dec. 3, 2024

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z. 

By Marketing Dive staff

7 top campaigns from 2024 and the tactics that drove success

These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.

By Peter Adams , Jessica Deyo , Sara Karlovitch , Chris Kelly • Dec. 3, 2024

Walmart, NBCU beef up shoppable ads, measurement ahead of retail spree

Walmart Connect is bringing its retail media offering to linear TV for the first time to reach shoppers gearing up for the post-Thanksgiving rush.

By Chris Kelly • Nov. 26, 2024

Super Bowl LIX: Tracking every ad

Mondelēz International brand Ritz will make its big game debut with a 30-second spot handled by The Martin Agency.

By Marketing Dive staff • Nov. 26, 2024

How JCPenney’s ‘Really Big Deal Reveals’ campaign is faring so far

The retailer has been averaging 13% to 15% new customers each week during the campaign appearing during Amazon’s “Thursday Night Football.”

By Jessica Deyo • Nov. 26, 2024

How Sierra Nevada’s AI-powered CTV campaign captured consumer attention

The brand is an early adopter of Kargo’s Narrative format that uses artificial intelligence to generate connected TV ads from images and scripts.

By Chris Kelly • Nov. 25, 2024

Why Google Shopping turned holiday gift-giving into a game show

A campaign around the friendly competition of gifting also includes ads with Dwyane Wade and Gabrielle Union and Charli XCX and Troye Sivan.

By Chris Kelly • Nov. 25, 2024

Mediaocean acquires Innovid to sharpen focus on creative, CTV

Innovid will be merged with Flashtalking to create a new omnichannel platform that can act as an independent alternative to Google, executives said.

By Peter Adams • Nov. 21, 2024

Trade Desk tries to shake up streaming TV with content-agnostic strategy

The new operating system aims to address advertising supply chain issues and conflicts of interest around content in the streaming TV arena.

By Peter Adams • Nov. 20, 2024

Lexus marks 25 years of ‘December to Remember’ with nostalgic ads

Two new commercials under the brand’s long-running holiday campaign see it continuing to focus on striking a balance between product and emotion. 

By Jessica Deyo • Nov. 19, 2024

Viant seeks CTV edge with IRIS.TV acquisition

IRIS.TV uses an artificial intelligence-enhanced proprietary video content identifier that provides contextual and brand-suitability data to advertisers.

By Aaron Baar • Nov. 18, 2024

Kroger plans Shop the Scene experience on Hulu for holiday campaign

Central to the effort is a 60-second spot, “The Case of the Disappearing Food,” that details how the act of sharing food can ignite the holiday spirit.

By Jessica Deyo • Nov. 14, 2024

Target debuts ‘weirdly hot’ Santa for second holiday advertising push

The retailer is running two distinct holiday campaigns for the first time to appeal to consumers who view the season as too transactional.

By Peter Adams • Nov. 14, 2024

‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers

Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.

By Jessica Deyo • Nov. 13, 2024

Netflix helps brands deepen NFL integrations with new ad partnerships

The streaming platform, which now boasts 70 million global ad-tier users, also collaborated with Kia in Korea around the upcoming season of “Squid Game.”

By Chris Kelly • Nov. 12, 2024

DoorDash puts fresh spin on family meals for Hispanic Gen Zers

The delivery platform’s first work from Gut Miami puts a refreshing spin on the common childhood occurrence of being told there’s food at home.

By Jessica Deyo • Nov. 11, 2024

DraftKings, Dr Pepper stay live with new sports-focused CTV ad format

Perion’s Stay Live uses AI to place ads by analyzing broadcast streams for moments of high engagement but low interruption.

By Chris Kelly • Nov. 7, 2024

Amazon’s holiday campaign spotlights classic song, acts of kindness

“What the World Needs Now Is Love” features heavily in the effort that extends Amazon's focus on music around the holidays.

By Peter Adams • Nov. 5, 2024

Nielsen gets shot in the arm from MRC’s livestream accreditation

Advertisers increasingly rely on multiple sources for insight into viewing habits, but Nielsen remains the leading TV currency despite recent setbacks.

By Aaron Baar • Nov. 4, 2024

SharkNinja and David Beckham help consumers ‘Ninja the Holidays’

The global holiday campaign positions Ninja’s kitchen appliances as the means to help consumers complete their seasonal meals in record time.

By Jessica Deyo • Nov. 4, 2024

Etsy focuses on gifts with a personal touch in sprawling holiday campaign

Waldo, of “Where’s Waldo?” fame, travels the world but only feels seen upon returning home and receiving a thoughtful gift in the platform’s campaign.

By Sara Karlovitch • Nov. 1, 2024

Amazon trumpets new AI-powered tools for marketers as costs soar

Image, audio and video generators for making ads are part of an AI strategy that drove capital expenditures up 81% year over year in Q3. 

By Peter Adams • Nov. 1, 2024

Inside Disney’s increasingly global approach to selling holiday ads

The media giant is helping brands take advantage of an audience that consumed more than 10 billion hours of content during the 2023 holidays.

By Chris Kelly • Oct. 31, 2024

Google ads performance robust despite existential threats

The company’s search segment saw healthy revenue growth during a Q3 period where the business was also ruled to be part of an illegal monopoly.

By Peter Adams • Oct. 30, 2024