Dentsu: Ad market to grow 4.6% as brands priortize attention over reach

An increasingly fragmented media landscape and higher volume of ads have driven up the costs to reach individual consumers. 

By Peter Adams • Dec. 11, 2023

How multichannel brands can turn views into revenue on YouTube

Leverage YouTube’s 122M daily viewers to turn views into revenue for multichannel brands.

Dec. 11, 2023

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The Marketing Dive Outlook on 2022

Despite continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Read on for the trends and topics that could shape the industry in 2022.

By Marketing Dive staff

Thanksgiving, Black Friday football broadcasts were a marketing win: Here’s what the numbers say

Retail ads during Amazon’s first NFL Black Friday game were 35% more likely to drive engagement compared to category primetime averages, EDO found.

By Sara Karlovitch • Dec. 8, 2023

Advertisers will ramp up spend on creators in 2024, IAB forecasts

Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.

By Jessica Deyo • Dec. 7, 2023

ANA: Just 36% of programmatic spend reaches consumers due to ‘cost waterfall’

Marketers could realize $22 billion in efficiency gains with better practices, a figure representing one-quarter of the open web market.

By Peter Adams • Dec. 6, 2023

Globant’s deal for Gut points to challenges facing independent agencies

While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is.

By Aaron Baar • Dec. 4, 2023

Ad-spending market continues to recover, though 2024 presents mixed picture

GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated.

By Peter Adams • Dec. 4, 2023

Addressable TV stakeholders form trade organization as ad spend grows

Forty percent of TV advertisers expect to spend more on addressable advertising in 2024 compared to 2023, according to new research.

By Sara Karlovitch • Nov. 30, 2023

RTB House turns to generative AI to improve programmatic precision

A new ContentGPT tool built on first-party publisher data aims to provide deeper reader insights than conventional context-based targeting.

By Peter Adams • Nov. 27, 2023

Winners and losers of Black Friday 2023

Data shows consumers turned to mobile to shop, while some analysts lowered their forecast for the season.

By Nate Delesline III • Nov. 25, 2023

Ally’s generative AI experiment reduces marketing busywork

Ally.ai is helping with early stage marketing processes including summarizing content, drafting ad copy and improving SEO. 

By Peter Adams • Nov. 17, 2023

Teen TikTok usage plateaus — here’s what the numbers say

While usage has flattened, TikTok overtook YouTube for the first time as the top platform for teens, according to findings from Forrester.

By Sara Karlovitch • Nov. 17, 2023

GroupM, Google launch post-cookie readiness program as deprecation nears

The industry-first initiative brings together clients of WPP’s media-buying arm to understand what Privacy Sandbox APIs mean for advertising’s future.

By Chris Kelly • Nov. 15, 2023

Stagwell enlists Google Marketing Cloud to accelerate generative AI bets

A new partnership supporting the Stagwell Marketing Cloud will touch on functions ranging from campaign planning to market research. 

By Peter Adams • Nov. 13, 2023

How Pop-Tarts Bites hones its messaging with data-driven insights

A pilot with VidMob used AI and machine learning to reveal that functional messaging performed better across Meta than more emotionally led ads.

By Peter Adams • Nov. 13, 2023

Four reasons why your business needs a PIM

A product information management (PIM) solution is a must-have for CPG and manufacturing companies.

Nov. 13, 2023

The actionable guide for aligning sales and marketing

How LexisNexis increased opportunity creation by 18% using account-based advertising.

Nov. 6, 2023

Amazon allegedly welcomed ‘defect’ ads. What does it mean for retail media?

The prevalence of junk ads on the platform eventually led Amazon to implement a “cost of defect” into its ad auction, the FTC’s antitrust complaint alleges.

By Peter Adams • Nov. 3, 2023

MLB revitalized sponsorships and the sport — here’s what the numbers say

Despite new rules and shorter games, team sponsorship revenue grew 23%, even as beer’s share of deals dropped 10%.

By Sara Karlovitch • Nov. 3, 2023

Doritos devises AI-powered ‘crunch-cancellation’ tech for gamers

Built on an analysis of thousands of crunches, the Doritos Silent tool claims to be able to filter out snacking sounds that can disrupt online play.

By Peter Adams • Nov. 2, 2023

Omnicom boosts retail media offer with Flywheel Digital acquisition

The $835 million deal speaks to the agency category’s ongoing focus on performance media as a growth driver with cookies on the wane.

By Peter Adams • Oct. 30, 2023

Do CEOs understand modern marketing? 66% of CMOs say ‘no.’

As the role of the marketer continues to evolve, CEOs must work to clarify responsibilities and create a framework for measurement, per McKinsey.

By Chris Kelly • Oct. 30, 2023

Amazon ad sales grow 26% with help from ‘Thursday Night Football,’ machine learning

The company has “barely scraped the surface” in its efforts to integrate advertising into video, audio and grocery, per CEO Andy Jassy. 

By Chris Kelly • Oct. 27, 2023

Amazon upgrades ad suite with new data clean room, AI image generator

A new cross-channel planner and enhancements to Amazon Marketing Cloud were also announced at the company’s annual UnBoxed conference.

By Peter Adams • Oct. 26, 2023

Mekanism’s CEO on future proofing the agency with performance marketing

At Advertising Week, Jason Harris discussed a recent Zapiens acquisition, winning business in a rough ad market and why he’s optimistic for 2024.

By Peter Adams • Oct. 23, 2023