Has TV ad measurement’s day of reckoning finally arrived?

Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.

By Chris Kelly • Jan. 30, 2023

Unilever first to test Disney’s identity integration with Trade Desk

Disney continues to enhance its ad business, partnering with EDO around outcome measurement and improving ad targeting on Disney+.

By Chris Kelly • Jan. 26, 2023

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Retail Marketing

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

By Marketing Dive staff

Netflix believes ads will eventually drive at least 10% of revenue

The company was still pressed by analysts about early snags, including reports that it’s already giving money back to some brands after missing targets.

By Peter Adams • Jan. 20, 2023

Campaign Trail: Kraft Mac & Cheese animates the transformative power of noodles

Made in collaboration with agency Johannes Leonardo, short-form ads turn "struggles" into "snuggles" and "rush hour" into "happy hour."

By Chris Kelly • Jan. 20, 2023

YouTube reclaims VidCon title sponsorship, replacing TikTok

The Google-owned platform had been a routine sponsor since 2013 but was replaced last year by its ByteDance competitor.

By Jessica Deyo • Jan. 19, 2023

Welch’s Fruit Snacks ties big game giveaway to QR code-enabled ads

Spots starring NFL player Mark Andrews can be scanned to enter to win watch-party goodies like a smart TV and home theater.

By Peter Adams • Jan. 18, 2023

How pandemic trends will continue to inform consumer behavior in 2023

During a press briefing during NRF’s Big Show, experts indicated that earlier cash reserves are dwindling, while consumer savviness remains on the rise. 

By Sara Karlovitch • Jan. 18, 2023

Pepsi to tout zero-sugar reformulation in first Super Bowl ad in 3 years

The brand’s big-game plans have been closely watched since it stepped down as halftime show sponsor.

By Peter Adams • Jan. 13, 2023

Ryan Reynolds reads from AI-generated script in new Mint Mobile ad

The brand claims this is a first-of-its-kind application of ChatGPT, an early sign that AI-powered creative could be a major 2023 trend.

By Peter Adams • Jan. 11, 2023

Rémy Martin blends generations, traditions in Lunar New Year campaign

Working with several “cultural tastemakers,” the effort celebrates Asian culture across ads, in-person events and a limited-edition bottle.

By Sara Karlovitch • Jan. 10, 2023

NBCU, Fox, Paramount, WBD unite to develop future of streaming measurement

At launch, Amazon, Netflix and Disney have not signed on to the Joint Industry Committee, absences that could possibly limit the group’s effectiveness.

By Chris Kelly • Jan. 9, 2023

Mercedes-Benz reimagines iconic nodding dog ornament as virtual character

A partnership with Superplastic announced at CES centers on a digital creation called Superdackel, an attempt to crack into Web3 interests.

By Peter Adams • Jan. 6, 2023

Nielsen’s cross-platform measurement product sets launch date

Debuting Jan. 11, Nielsen One Ads promises a consistent view of ads across screens and, eventually, second-by-second analysis of linear TV audiences.

By Peter Adams • Jan. 4, 2023

Kenan Thompson interns for Old Navy in video series invoking ‘Kindergarten Cop’

The long-tenured “SNL” veteran is out of place among pint-sized peers in a six-part effort that focuses on entertainment value over branding.

By Peter Adams • Jan. 3, 2023

YouTube secures NFL Sunday Ticket to shore up streaming position

The deal, now confirmed and reportedly valued at $2 billion per year, promises to bring new features in the package’s shift to streaming.

By Peter Adams • Updated Dec. 22, 2022

Tumblr launches livestreaming to capture bigger share of creator market

Video integration and monetization capabilities are enabled by Livebox, which also promises content moderation and talent recruitment tools. 

By Peter Adams • Dec. 20, 2022

Ad blitz: Tracking every marketing play for Super Bowl LVII

The details on every big game spot, from Tubi's interface takeover to The Farmer's Dog's emotional storyline.

By Marketing Dive staff • Updated Feb. 13, 2023

Hyundai sponsors live celebrity game show on Twitch

The star-studded “Celebrity Yard Sale” program invites audience participation, with a grand prize of a Hyundai Tucson Limited.

By Sara Karlovitch • Dec. 15, 2022

White Claw partners with Netflix for murder mystery game

Inspired by the upcoming “Glass Onion: A Knives Out Mystery,” the game will be given away to the first 100 consumers who solve seven riddles.

By Sara Karlovitch • Dec. 14, 2022

Diverse representation in video ads receded in 2022, analysis finds

A study of 1 million video ads running between 2019 and 2022 found Hispanic representation the most severely impacted, hitting a four-year low.

By Peter Adams • Dec. 13, 2022

9 campaigns that boosted the mood in 2022

Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.

By Peter Adams , Jessica Deyo , Sara Karlovitch • Dec. 12, 2022

Avocados from Mexico returns to Super Bowl with ‘good times and good taste’

A 30-second ad will tie into a larger campaign and new shopper marketing program featuring real-life couple Deion Sanders and Tracey Edmonds.

By Peter Adams • Dec. 9, 2022

Disney+ launches ad-supported tier with 100+ advertisers

Despite an extensive roster of blue-chip advertisers, Disney+’s foray into ad-supported streaming comes with challenges.

By Aaron Baar • Dec. 9, 2022

Campaign Trail: Duracell swaps product focus for emotionally led holiday ads

Along with changing up its messaging strategy, the battery marketer is taking a different approach to social with a spotlight on its new TikTok creator program.

By Peter Adams • Dec. 9, 2022

Coke’s holiday strategy leans into streaming with Prime Video anthology

A series of shorts come from a new “Real Magic Presents” banner and highlight diverse storytellers from around the globe.

By Peter Adams • Dec. 8, 2022