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User-created content — especially video — gains on traditional media consumption
The creator economy's role in the media landscape is growing as teens report spending 56% of their viewing time streaming user-generated videos and other content.
By Nina Lentini • Jan. 6, 2022 -
Courtesy of NBCUniversal
NBCUniversal's new advertising platform streamlines first-party data across portfolio
NBCUnified wields 150 million unique person-level identifiers drawn from company offerings spanning theme parks to the Peacock streamer.
By Peter Adams • Jan. 5, 2022 -
Courtesy of Lexus
Lexus offers spin on hustle culture with digital-heavy campaign
Promoting its NX line, the automaker is emphasizing channels like esports and streaming that cater to a busy, more diverse audience.
By Peter Adams • Jan. 4, 2022 -
Courtesy of Walmart
Can livestream shopping in the US catch up to China's soaring growth?
As people spend more time online or limit their shopping trips during the pandemic, many are seeking digital experiences that bridge the gap with the real world.
By Robert Williams • Dec. 23, 2021 -
Courtesy of Triller
Triller merges with SeaChange to extend reach into OTT media
Set to close in Q1, the deal takes the social media platform public and positions it to build a TikTok competitor.
By Nina Lentini • Dec. 23, 2021 -
Courtesy of Saucony
Saucony drives results for CTV campaign by looping in YouTube
Marketers continue to experiment with a quickly growing channel that offers the data benefits of digital marketing and the creative opportunities of linear TV.
By Nina Lentini • Dec. 17, 2021 -
Courtesy of LinkedIn
LinkedIn spices up out-of-office messages with Cameo carolers
The activation is informed by LinkedIn research that found some workers feel anxious about turning on their out-of-office message over the holidays.
By Chris Kelly • Dec. 16, 2021 -
Courtesy of Old Spice
Old Spice, Netflix immerse 'The Witcher' fans in stink of show's dark fantasy universe
A partnership for season two features deliberately bad-smelling deodorants and the CPG category's first custom promoted Reddit chatbot.
By Peter Adams • Dec. 16, 2021 -
Courtesy of Target
Target co-creates pitch competition for Black-owned startups with Revolt
"Bet on Black" showcases 12 Black entrepreneurs and will premiere on the multimedia platform founded by Sean "Diddy" Combs.
By Aaron Baar • Dec. 16, 2021 -
Courtesy of E.l.f. Cosmetics
E.l.f. goes long-form for meme-heavy holiday 'movie' native to TikTok
Breaking with the app's snackable focus, "Big Mood, Big e.l.f.ing City" nods to 2021 trends like the Couch Guy and a viral salmon bowl recipe.
By Peter Adams • Dec. 15, 2021 -
Courtesy of TalkShopLive
Walmart teams with TalkShopLive as social commerce ramp up continues
Following efforts on Twitter and TikTok, the partnership is the retailer's latest move to bridge content with commerce.
By Chris Kelly • Dec. 14, 2021 -
Retrieved from FuboTV on December 10, 2021
How FuboTV is working to solve advertiser identity issues
The CTV platform has shored up its offering through a partnership with Dentsu and by acquiring an AI company.
By Chris Kelly • Dec. 13, 2021 -
Courtesy of Meta
Facebook debuts suite of fresh tools to woo creators
A new professional mode and upgraded livestreaming features arrive as the Meta-owned social network places a greater emphasis on creators.
By Natalie Black (Koltun) • Dec. 9, 2021 -
Courtesy of Kimmelot & Wheelhouse Labs
Kraft Heinz, Jack in the Box, Aviation bottle '80s nostalgia for retro sitcom special
Jimmy Kimmel's creative lab teamed with Ryan Reynolds' Maximum Effort to produce ads that riffed on shoulder pads and "This Is Your Brain on Drugs."
By Peter Adams • Dec. 8, 2021 -
Courtesy of Popeyes
Deep Dive9 campaigns that struck a chord in 2021
Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.
By Peter Adams , Chris Kelly , Natalie Black (Koltun) , Asa Hiken • Dec. 7, 2021 -
Permission granted by Cvent
Sponsored by Cvent5 ways to take your webinars from boring to buzz-worthy
Do your webinars stand out in the sea of online events? Do your attendees remember your webinar content and rave about it to their colleagues?
Dec. 6, 2021 -
Courtesy of Yahoo
Walmart and Yahoo tailor holiday content for social, AR shopping
After last year's collaboration spurred a 239% lift in gross merchandise value, the duo adds a tweet countdown and TikTok series to a wide-ranging effort.
By Natalie Black (Koltun) • Dec. 2, 2021 -
Courtesy of Spotify
Spotify places listeners in '2021: The Movie' for data-driven Wrapped campaign
Focusing on individuality, the annual effort weaves in a tighter narrative that references trends like NFTs and the "Good Soup" meme.
By Peter Adams • Dec. 2, 2021 -
Courtesy of Hormel Foods Corporation
Mr. Peanut doles out 'nutstalgia' for holidays with music video, gift boxes
The '80s-inspired "A Nutty Holiday" features "Die Hard" actor Reginald VelJohnson and nods to debate over whether the film is a Christmas movie.
By Chris Kelly • Dec. 1, 2021 -
Teresa Kroeger via Getty Images
Will Twitter's CEO succession speed up a needed wave of innovation?
Parag Agrawal's focus on product could play an important role as the platform tries to court audiences like Gen Z and the advertisers that covet them.
By Peter Adams • Dec. 1, 2021 -
Courtesy of Together Labs
Deep DiveWhy the metaverse could be a breakthrough in privacy-compliant digital marketing
Through cookie alternatives and lessons learned from past digital marketing efforts, brands can hit reset on privacy in the metaverse.
By Asa Hiken • Nov. 30, 2021 -
Ikea released the first episode of its "Host Masters" social video series that features original music. The image was retrieved from its video on Nov. 18, 2021.
Ikea debuts holiday anthem designed for TikTok video series
Tied to the retailer's "Host Masters" competition, the track stems from research showing most TikTok users prefer brand videos with an original sound.
By Robert Williams • Nov. 18, 2021 -
Courtesy of Niantic
Niantic pushes vision for 'real-world metaverse' in first brand campaign
In "Meet You Out There," the firm behind Pokemon Go challenges big tech's outlook on the metaverse by encouraging people to use AR outdoors.
By Asa Hiken • Nov. 18, 2021 -
Retrieved from Bacardi on November 18, 2021
Bacardi heralds first holiday campaign in years with Times Square takeover
"Winter Summerland" looks to provide warmth in the wintry months through a DJ/bartender character who breaks up snowy scenes with island music.
By Peter Adams • Nov. 18, 2021 -
Courtesy of Diageo
Diageo, Budweiser pitch moderation as holiday revelers make up for last year
The dual efforts come as 22% of U.S. consumers expect to compensate for 2020's missed holiday celebrations in the coming weeks, per a Diageo study.
By Asa Hiken • Nov. 18, 2021
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