Firestone pits fans against racing legend Mario Andretti for social media challenge

Contest entrants can "race" Andretti in events like The Can Opener 500 and The Egg Peel 500 — which are exactly what they sound like.

By David Kirkpatrick • May 22, 2017

Heineken helps James Corden liven up 'The Late, Late Show'

In an effort to reach new audiences, the beer brand is signing on for an exclusive sponsorship of the CBS program's on-set bar.

By David Kirkpatrick • May 22, 2017

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Facebook officially signs 20-game MLB streaming deal

But can professional baseball be a big draw for the platform's push into premium, TV-like video content?

By David Kirkpatrick • May 19, 2017

Study: Digital media ad spend up just 3% in April

The market has not yet rebounded from viewability and safety concerns, per a report. 

By David Kirkpatrick • May 19, 2017

Guinness enhances taste of beer with VR experience

Shoppers at U.K. grocer Tesco can sip from an "intelligent cup" while they watch 360-degree video narrated by the brand's master brewer. 

By David Kirkpatrick • May 19, 2017

Patreon creators to earn $150M this year

The membership services company for creators has more than one million patrons supporting publishers on YouTube and other platforms. 

By David Kirkpatrick • May 19, 2017

Axe asks tough questions to fight toxic masculinity in brand pivot

"Is It Ok For Guys?" presents a socially-conscious turnaround for the Unilever brand, which has often been accused of sexism. 

By David Kirkpatrick • May 18, 2017

Oreo rolls to the top of YouTube ads in April

The brand's video, which incorporates the cookies in an elaborate ping pong trick shot, had over 44.5 million views.

By David Kirkpatrick • May 18, 2017

Why content marketing is going Hollywood

Brand storytelling is less of a trend and more of a necessity as consumers demand more entertainment and authenticity.

By David Kirkpatrick • May 18, 2017

Meredith, Capital One tap top home influencer for digital video series

The bank's BuyPower Card will be integrated into each episode of "Safe and Sound Home" with host Emily Henderson. 

By David Kirkpatrick • May 17, 2017

McDonald's pulls ad criticized for exploiting child bereavement

A TV spot for the Filet-O-Fish depicts a child's loss and grieving for his father in a way many deemed tasteless. 

By David Kirkpatrick • May 17, 2017

Fox Networks Group to launch in-house agency

The news is the latest example of how the agency landscape is undergoing a major shift.

By David Kirkpatrick • May 17, 2017

BMW, Honda put people in race cars to drive authentic content

Are auto brands taking a cue from popular programs like "Comedians in Cars Getting Coffee"?

By David Kirkpatrick • May 17, 2017

Snapchat broadens brands' AR, targeting opportunities in major update

Sponsored World Lenses, Audience Lenses and Smart Geofilters arrive as part of what might be the most significant revamp to the platform's suite of marketing tools.

By David Kirkpatrick • May 16, 2017

Facebook moves to punish Live videos that aren't actually live

Static, animated or looping images are among the posts being pushed down for visibility, and repeat offenders might be blocked from Live altogether.

By Peter Adams • May 16, 2017

Kraft Heinz signs on as first sponsor for Time's new all-social food brand

Well Done, which spotlights trends, news, how-tos and recipes, comes paired with native integrations from Cracker Barrel Macaroni & Cheese. 

By David Kirkpatrick • May 16, 2017

Budweiser sends off Derek Jeter with celebratory digital video spot

"This Bud's for 2" is airing on the beer brand's social media pages, as well as via a paid digital campaign, as the former Yankee shortstop's number is retired. 

By David Kirkpatrick • May 15, 2017

Diageo, Amazon Prime partner to produce 'shoppable' films

Links to the spirit brand's e-commerce site are embedded in documentary-style 20-minute shorts running on the video platform.

By David Kirkpatrick • May 15, 2017

Mtn Dew puts Dale Earnhardt Jr. in infomercial for DEW-S-A

The tongue-in-cheek video has a working call-in number so viewers can order the limited-edition flavor inspired by social media experiments.

By David Kirkpatrick • May 15, 2017

Twitter signs exclusive multiyear NFL live content deal

As Amazon takes over streaming for regular season games, the sports organization's old digital partner is handling off-the-field duties that look a lot like TV programming.

By David Kirkpatrick , Peter Adams • May 12, 2017

Google: Video is the fastest growing programmatic direct category

Impressions with the format grew 6.5x faster than those for display ads, according to a new report.

By David Kirkpatrick • May 12, 2017

ComScore releases OTT measurement

The new service reaches across over-the-top devices such as streaming boxes and sticks, gaming consoles and smart TVs to measure viewing behavior.

By David Kirkpatrick • May 12, 2017

Brawny taps Spectacles-wearing toddlers for Mother's Day campaign

"Once a Mother, Always a Giant" splices together video footage of moms shot from their childrens' point of view. 

By David Kirkpatrick • May 11, 2017

Snap spotlights command over millennials' attention amid stagnant Q1 growth

CEO Evan Spiegel also suggested he's unfazed by competition from Facebook.

By Peter Adams • May 11, 2017

IAB: 44% of viewers find ads during digital video programming less intrusive

There's been a fundamental shift in the way Americans watch TV over the past two years, the industry group's research found.

By David Kirkpatrick • May 11, 2017