Analytics
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Nielsen introduces cookieless system to track online actions
A pilot of Identify Sync, which leverages de-identified person-based identifiers, attributed 96% of conversions to marketing touch points with consumers.
By Robert Williams • Feb. 22, 2021 -
Brand marketers stick to trust-building strategies forged in 2020's fires, study finds
More than three quarters of brands surveyed by Iterable plan to continue their messaging around social issues in 2021.
By Robert Williams • Feb. 16, 2021 -
Trendline
Connected TV
The pandemic spurred a surge in consumer use of CTV and has made it a key channel for marketers, especially for engaging viewers who are moving away from linear TV.
By Marketing Dive staff -
Courtesy of Kellogg's
Kellogg to keep ad spending steady in 2021 as consumer demand stabilizes
While organic sales growth is slowing as panic-buying trends fade, retail sales are set to remain elevated, the company forecasts.
By Robert Williams • Feb. 12, 2021 -
Permission granted by Coca-Cola
Coke plans data-driven, 'always-on' experiential campaigns as sales dip
The company is looking to drive "greater efficiency across the marketing spend portfolio" and announced plans for Sprite's first global campaign.
By Robert Williams • Feb. 11, 2021 -
Kendall Davis/Marketing Dive
By the numbers: Super Bowl LV
The big game's ads, broken down by sentiment, social engagement and more.
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Courtesy of Jeep
Deep DiveSuper Bowl LV ads highlight marketers' disconnect with reality
Advertisers strained to deliver a message with mass appeal or even to entertain — with a few notable exceptions — on what's supposed to be their biggest night.
By Peter Adams , Chris Kelly , Natalie Koltun • Feb. 08, 2021 -
Permission granted by Foot Locker
What 2021 means for sports marketing — and how Foot Locker's approaching it now
Priorities have changed for sports retailers, and companies need more than a new marketing strategy to succeed.
By Cara Salpini • Feb. 05, 2021 -
John Hazard
How Google's third-party cookie alternative will affect marketers
The tech giant says its FLoC technology is at least 95% as effective as cookie-based advertising — but ad-tech players still have concerns.
By Chris Kelly • Feb. 02, 2021 -
Courtesy of Walmart
Walmart links with The Trade Desk in extensive overhaul to ad business
Now known as Walmart Connect, the retail media network is looking to scale into a top-10 offering by developing its own demand-side platform.
By Peter Adams • Jan. 28, 2021 -
Facebook reports record revenue, but warns of Apple's privacy changes
Mark Zuckerberg warned that small businesses will no longer be able to reach their customers with targeted ads due to Apple's planned changes to IDFA.
By Robert Williams • Jan. 28, 2021 -
Retrieved from Sensor Tower on January 06, 2021
Digital ad spending from holidays shows signs of 'return to normalcy,' Merkle finds
Brick-and-mortar retailers and travel companies that bore the brunt of the economic slump show signs of recovery after a relatively strong fourth quarter.
By Robert Williams • Jan. 27, 2021 -
Omnicom's patent-pending software ties earned media to sales
OmniearnedID intends to support a brand's entire marketing program, not just PR, and can help quantify the effect of influencer campaigns on sales.
By Robert Williams • Jan. 22, 2021 -
Courtesy of Procter & Gamble
P&G expands marketing 7% amid higher demand for household brands
The company is well-positioned to address macro trends like a continued focus on home and stronger preference for reputable brands, per CFO Jon Moeller.
By Robert Williams • Jan. 21, 2021 -
'Post-truth' climate impacts Gen Z's conflicting brand perceptions, Forrester says
The percentage of 18- to 23-year-olds that said it's "cool" to be associated with a brand on social media fell to 46% in 2020 from 52% in 2019.
By Chris Kelly • Jan. 20, 2021 -
CMOs will be more cautious in 2021 with growth strategies, Gartner finds
Almost three quarters of marketers said they will rely on existing customers for growth rather than developing new markets in the months ahead.
By Robert Williams • Jan. 19, 2021 -
istock / valentinrussanov (edited by LiveRamp)
Sponsored by LiveRamp3 myths about data collaboration that are holding your business back
Successful data collaborations come from addressing preconceived notions, understanding why they have become myths and championing privacy-conscious ways of working with trusted partners.
By Alice Stratton • Jan. 19, 2021 -
ISpot buys Ace Metrix to expand analytics for TV and CTV ads
The deal addresses the need to measure both business outcomes and brand impact for ads amid a media marketplace fragmented between linear and streaming TV.
By Robert Williams • Jan. 15, 2021 -
What to know about second-party data as marketers tilt toward collaboration
Forecasts from Winterberry Group outlined use cases in areas like insights and measurement, while cautioning how second-party data can be misapplied.
By Peter Adams • Jan. 15, 2021 -
Garnier
Garnier tweaks social strategy to guide at-home hair colorists during pandemic
The L'Oréal-owned brand in 2020 tapped influencers, a new livestream series and virtual consultations via Instagram and YouTube, helping to spur a 9.4% lift in hair color sales.
By Chris Kelly • Jan. 14, 2021 -
Mobile ad spending surged 26% in 2020 as pandemic fueled demand
App Annie indicates financial pressures sent marketers on the hunt for cheaper ad inventory like interstitials during a banner year for engagement.
By Peter Adams • Jan. 14, 2021 -
Ads on Facebook may not be that important for brands after all, Forrester data shows
An analyst with the research firm studied what happened when companies pulled their advertising from the social platform during a boycott last year.
By Ben Unglesbee • Jan. 13, 2021 -
John Hazard and Lisa Burdige
88% of marketers say collecting first-party data is a 2021 priority, study says
About half of respondents have amplified digital experiences and strategies to collect more first-party data, per Merkle's 2021 Customer Engagement Report.
By Chris Kelly • Jan. 12, 2021 -
Retrieved from T-Mobile on January 11, 2021
T-Mobile, Snickers, Capital One top rankings of 'stand-out' 2020 ads
Next month's Super Bowl is likely to bring more lighthearted, nostalgic and inspiring spots as brands look to engage pandemic-weary consumers, Ace Metrix predicts.
By Robert Williams • Jan. 11, 2021 -
Brooke Lark via Unsplash
Retailers see 32% lift in conversions for email ads around holidays, study finds
Digital ad spend by retailers climbed 22% in October and November from a year earlier as part of efforts to reach homebound shoppers.
By Robert Williams • Jan. 06, 2021 -
Permission granted by Albert Yee
Pandemic-fueled omnichannel shopping surge here to stay: Nielsen
Buying across both store and online channels increased 50% in 2020 and doesn't show signs of slowing, the data firm noted.
By Rosie Bradbury • Jan. 04, 2021
