Data/Analytics


  • A row of six teenagers are sitting on a outdoor bench. Most are looking down at cellphones in their hands.
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    Consumers still ally with brands on social: Here’s what the numbers say

    While a new report shows all social media platforms have value for brands, there is no one-size-fits-all strategy for driving engagement.

    By Oct. 11, 2024
  • Mike Petrella at Advertising Week New York
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    Courtesy of Advertising Week New York
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    Q&A

    How United Airlines brought Kinective Media to market — and what’s next

    Mike Petrella, the managing director of strategic partnerships for the airline industry’s first media network, shared lessons learned during its quick ramp up.

    By Oct. 10, 2024
  • Trendline

    What you need to know about data in marketing

    The pressure on marketers is only intensifying to master data and analytics capabilities that can strengthen personalization and foster loyalty.

    By Marketing Dive staff
  • A panel at Advertising Week New York 2024
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    Courtesy of Advertising Week New York
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    How AI gives Hershey an edge for high-stakes Halloween season

    The marketer built a layer above Meta, YouTube and The Trade Desk to ensure better media budget allocation, executives detailed at Advertising Week.

    By Oct. 10, 2024
  • Apple WWDC 2024 attendees sit in chairs in front of a dias and two screens showing the words "Apple Intelligence."
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    Courtesy of Apple
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    How a focus on performance marketing has cost brands trillions: report

    The Best Global Brands 2024 report sees Apple again at the top, though its brand value has fallen for the first time in over two decades by 3%.

    By Oct. 10, 2024
  • Two men sit on a colorful stage at Advertising Week 2024.
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    Courtesy of Advertising Week
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    How AI helps Diageo target audiences and navigate regulatory waters

    A discussion of ROI and AI during Advertising Week New York also highlighted how the alcohol giant is using data to push its premium products.

    By Oct. 9, 2024
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    Catherine Douglas Moran/Marketing Dive
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    ‘Not a banana’: Ahold Delhaize USA, Giant Eagle talk retail media strategies

    Running an advertising arm is very different from selling groceries, executives said during a virtual event hosted by Grocery Dive and Marketing Dive.

    By Catherine Douglas Moran • Oct. 3, 2024
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    Portra via Getty Images
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    How brands can reduce their carbon footprint to make advertising gains

    Marketers who incorporate sustainability into their media planning hit KPIs earlier, per an ANA study that included the likes of Kroger and Coca-Cola.

    By Aaron Baar • Sept. 30, 2024
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    Tirachard via Getty Images
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    New brands jump at endorsement deals with influencers, celebrities: study

    Cosmetics and skincare brands are the leading category for endorsement deals, followed closely by non-athletic apparel and footwear.

    By Sept. 30, 2024
  • A stack of snack food packages from Mondelez International, including Wheat Thins, Oreos, Ritz and Sour Patch kids.
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    Courtesy of Mondelē​​z International
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    Mondelēz expands generative AI marketing bets with new platform

    Publicis Groupe and Accenture support the offering focused on faster, more efficient production of personalized text, images and video.

    By Updated Sept. 27, 2024
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    monkeybusinessimages via Getty Images
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    Privacy laws raise questions for advertisers: Here’s what the numbers say

    A majority of advertisers have changed their strategies to comply with new legislation, while nearly half have adjusted their number of data partners.

    By Sept. 27, 2024
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    Courtesy of Volkswagen
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    Volkswagen integrates Google’s generative AI to enhance app experience

    Through a Google collaboration, car owners will be able to search their owners’ manuals by posing questions like “How do I change a tire?”

    By Aaron Baar • Sept. 26, 2024
  • Two individuals on stage seated in chairs, on the left a middle-age man in a suit jacket and on his right a woman in a black blouse
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    Peyton Bigora/Marketing Dive
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    What to know about privacy laws when collecting personal data on shoppers

    Retailers have moved away from collecting identifiable information from consumers, but need to be aware of requirements for the data they do collect.

    By Peyton Bigora • Sept. 26, 2024
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    vgajic via Getty Images
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    Publicis acquires Mars United Commerce to fuel full-funnel marketing

    The reportedly $600 million deal builds on the agency network’s whopper acquisition of influencer marketing firm Influential earlier this year. 

    By Aaron Baar • Sept. 23, 2024
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    Permission granted by FCB
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    Deep Dive

    What FCB’s stealthy data unit says about the future of agency creativity

    FCB/Six is seeing double-digit growth at an otherwise sluggish time for the industry, speaking to rising client demand in areas like CRM and loyalty.

    By Sept. 23, 2024
  • Actress Michelle Buteau stars in Amazon's 2024 back-to-school campaign.
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    Courtesy of Amazon
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    Amazon launches AI-powered video ad generator ahead of holidays

    Gellé Frères, a French skincare marketer, has already been testing the tool that can convert a single product image into multiple videos. 

    By Sept. 23, 2024
  • Three individuals on stage sitting on chairs talking to each other. Background is a white screen that reads "IAB Connected Commerce Summit."
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    Peyton Bigora/Marketing Dive
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    How Kroger is using standardized metrics to boost its retail media network

    The grocer shared how IAB’s guidelines have improved accountability as the chain looks to release its own updated measurement model.

    By Peyton Bigora • Sept. 23, 2024
  • Man on stage with gray grocery basket giving a keynote speak at IAB's Connected Commerce Summit, which is written on a projector screen above
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    Peyton Bigora/Marketing Dive
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    Key takeaways from the industry’s first in-store retail media standardizations

    IAB’s newly published set of definitions and measurement standards aims to improve transparency and consistency.

    By Peyton Bigora • Sept. 18, 2024
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    Joe Raedle via Getty Images
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    Customers don’t trust AI, and the rift might be hurting business

    Researchers find that not only are customers wary of AI, but the inclusion of AI terminology actually decreases customers’ purchasing intention.

    By Kristen Doerer • Sept. 17, 2024
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    MTStock Studio via Getty Images
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    Magna: US ad spending rebound gathers force beyond cyclical events

    While events like the Olympics were expected to provide a boost to the industry, non-cyclical advertising has proven to be surprisingly robust.

    By Aaron Baar • Sept. 16, 2024
  • Commuters and shoppers opt to continue wearing face coverings on the London Underground system despite it no longer being enforced.
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    Martin Pope / Stringer via Getty Images
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    AI is changing the media industry: Here’s what the numbers say

    Many industry leaders believe it is necessary to recruit from outside of the media industry in order to continue growth, according to a recent Kantar report.

    By Sept. 13, 2024
  • TV screen mounted at a checkout aisle of a grocery store advertising Quaker Oats products
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    Courtesy of Grocery TV
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    Deep Dive

    What will it take to unlock in-store retail media?

    The technology is advancing rapidly, but without a consistent way to measure the impact of ad campaigns, grocers and CPGs may be left grappling with data, according to experts.

    By Peyton Bigora • Sept. 13, 2024
  • WPP shakes up creative process with new AI-powered content engine by Nvidia
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    Courtesy of WPP
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    Q&A

    VML Global CEO Jon Cook on agency merger, AI bets and optimism

    Nearing a year since the merger’s announcement, the executive dished on what’s working for VML, including surprising client demand for CRM. 

    By Sept. 9, 2024
  • Apple WWDC 2024 attendees sit in chairs in front of a dias and two screens showing the words "Apple Intelligence."
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    Courtesy of Apple
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    Deep Dive

    ‘The year of implementation’: How marketers are leveraging AI on mobile

    While AI has its place in the realms of social media, mobile commerce, apps and more, a sea of questions remains around regulation and brand safety.

    By Sept. 5, 2024
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    gorodenkoff via Getty Images
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    Opinion

    How brands can maximize consumer searches in the age of generative AI

    Marketers must refine their search strategy as consumers, particularly younger cohorts, shift away from traditional search engines, said Captify’s Mike Welch.

    By Mike Welch • Sept. 5, 2024
  • A pile of Heinz ketchup packets on a desk
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    Retrieved from Heinz on August 30, 2024
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    Heinz double dips on ‘Irrational Love’ as masterbrand platform boosts performance

    The campaign, which has helped drive sales and awareness, is supported by paid social across platforms including TikTok, YouTube and Snapchat.

    By Aug. 30, 2024