Analytics

Comcast splits ownership of targeted ad platform with Charter, ViacomCBS as TV pressures grow

Each company now owns one-third of Blockgraph, which bolsters brands' ability to use data for TV ad-targeting in a privacy-minded way.

By Peter Adams • May 29, 2020

Record digital ad revenue preceded slowest quarter in a decade, IAB finds

With the coronavirus crisis forcing many brands to trim advertising budgets, 2020 may see the first dip in U.S. digital ad revenue in years.

By Natalie Koltun • May 29, 2020

LGBTQ-inclusive marketing opens door to acceptance, P&G and GLAAD find

A study published ahead of Pride month positions the coronavirus pandemic as an opportunity to make a bigger impact on the community.

By Peter Adams • May 28, 2020

CMOs became a more diverse group in 2019, study says

Gains made by women and minorities last year are noteworthy given the continued focus on the marketing industry's lack of diversity. 

By Dianna Christie • May 28, 2020

Where ad spending is thriving during COVID-19, including a few surprises

Marketers in categories like toys and prescription eyeglasses have leaned in with big budget lifts, but what does the future hold as the economy reopens?

By Shane Schick • May 27, 2020

59% of ad agency employees working longer during pandemic, study says

The pandemic has led many advertisers to pull back on their spending, but many also have had to revamp strategies and ad creative.

By Robert Williams • May 26, 2020

Bank of America, Facebook defied April slump with higher programmatic spend

Amid pandemic lockdowns that kept people at home, the travel industry's programmatic ad spending plunged 79% last month.

By Robert Williams • May 21, 2020

75% of ANA members have diversity plans, but only 40% apply them to marketing

COVID-19 could hurt suppliers hired as part of diversity programs, as companies cut ad spend due to the crisis.

By Dianna Christie • May 20, 2020

Sameness, exploitation sets in for COVID-19 ads, study says

Pandemic-related ads can still be effective, but brands must be creative in order to connect with consumers who are tiring of this messaging.

By Dianna Christie • May 19, 2020

Nintendo only brand to rank in top 10 for online, offline marketing

The video game giant rose one slot to No. 2 for having a "talkworthy" online campaign, while its Nintendo Switch console ranked No. 9 for offline brand sharing.

By Robert Williams • May 18, 2020

3 pandemic-related behaviors will stick as consumer anxiety subsides, Kantar predicts

Areas like heightened cost consciousness offer opportunities and challenges for marketers in the months ahead.

By Dianna Christie • May 15, 2020

PepsiCo finds empathy is new imperative for marketers amid pandemic uncertainty

Research undertaken by the company found 86% of consumers agreed it's "critical" for brands to show empathy now if they want to grow loyalty.

By Peter Adams • UPDATED: May 14, 2020 at 2:46 p.m.

McDonald's will boost US marketing $100M as dining rooms reopen

It's unclear what future marketing promotions will look like, though the fast-food behemoth is likely to highlight safety precautions early on to address consumer concerns about eating in restaurants.

By Robert Williams • May 14, 2020

Opinion

Marketers must adapt to change, the only certainty for global business this decade

Entrepreneurs and strategists talk ad nauseam​ of disruption. But what if the velocity of change is so fierce that it calls the very definition of disruption into question?​ ICF Next's Bob Feldman weighs in.

By Bob Feldman • May 14, 2020

Companies' behavior mid-pandemic influences future brand loyalty, survey finds

Eighty-four percent of respondents said how companies prioritize employee welfare during the global health crisis will become a more important factor on what they buy​.

By Dianna Christie • May 13, 2020

Cadillac's CMO wants the upfronts to evolve to meet a disruptive moment

During a webinar hosted by Innovid, Melissa Grady talked about growing difficulties in areas like measurement and where new brand opportunities lie during the pandemic.

By Peter Adams • May 13, 2020

52% of advertisers plan to increase spending this summer, survey finds

Many advertisers are planning media just three months out as opposed to the typical six months as they await the economy's response to schools and businesses reopening.

By Dianna Christie • May 12, 2020

15% of programmatic ad spend disappears in the supply chain, study says

About 51% of ad spend by brands goes to publishers after agencies, platforms and vendors collect their fees, while 15% disappears into the unknown.

By Robert Williams • May 07, 2020

Consumers tire of COVID-19-related ads, survey finds

Brands may struggle to balance consumer desire to move on from pandemic messaging with the need to be responsible corporate citizens.

By Dianna Christie • May 07, 2020

Roku's ad platform launches with Drizly, Experian, Intuit TurboTax and Lexus

The new platform comes as Roku aims to drive more revenue from advertising. 

By Dianna Christie • May 06, 2020

90% of people buy from brands they follow on social media, study says

Among social marketers, boosting brand awareness is the top priority for their strategies.

By Robert Williams • May 05, 2020

Gen Z wants fun, exciting ads amid pandemic boredom, survey says

Signs of "coronavirus fatigue" suggest marketers can change the tone of their ads to more traditional content that's still mindful of public health concerns.

By Robert Williams • May 05, 2020

Clorox refreshes ad strategy with digital media shift, $50M budget increase

The company said it will be "very bullish" with its ad spend as it looks to hold onto new customers trialing its products during the pandemic.

By Dianna Christie • May 05, 2020

Q1 growth in digital ad spend masks negative effect of pandemic

The quarter was mostly strong until the coronavirus pandemic pushed marketers to cut or halt spending in March, according to marketing firm Merkle.

By Robert Williams • May 04, 2020

Ads around COVID-19 work better within news media, study finds

The type of programming in which ads from Amazon, Ford and Domino's appeared impacted the performance for their pandemic-related messaging.

By Dianna Christie • May 04, 2020