Analytics

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

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

Explore the Trendline➔

Trendline

What you need to know about data in marketing

The pandemic has accelerated digital transformation, pressuring marketers to master the types of data and analytics capabilites that can improve personalization and foster loyalty during a volatile period.

By Marketing Dive staff

'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

Sponsored by LiveRamp

3 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 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

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

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

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

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

How consumer expectations for brand experiences, personalization are changing, per Forrester

While the most empowered consumers expect to become more digitally engaged with brands, they require multiple types of experiences for a richer, holistic emotional journey.

By Chris Kelly • Dec. 23, 2020

Walmart boosts new advertisers on media network by 40%

A self-serve platform that launched in January is now responsible for half of the retail chain's sponsored products ads revenue.

By Robert Williams • Dec. 22, 2020

Study: Influencer impact up 57% amid shift to Instagram Stories, TikTok

While the number of Instagram #ad posts declined this year, sponsored Stories on the platform and TikTok activity both rose, Klear found.

By Chris Kelly • Dec. 17, 2020

OpenX, Neustar work to improve audience tracking without cookies, device IDs

OpenX is supporting Unified ID 2.0, an open source tracking technology backed by The Trade Desk, while Neustar's Fabrick ID merges audience data across stakeholders. 

By Robert Williams • Dec. 17, 2020

Cookieless tracking, need for first-party data top 2021 concerns for ad buyers, IAB says

While budgets are expected to increase, concerns about data privacy, ad tracking and cross-platform measurement remain.

By Chris Kelly • Dec. 16, 2020

Opinion

Why 'shared value' will always beat out shareholder value

In a new phase of capitalism, companies will adjust their marketing techniques to provide both economic and societal value, writes Steven van Belleghem.

By Steven van Belleghem • Dec. 14, 2020

Short video ads impact all stages of purchase funnel, study says

Six-second ads can be as effective as 15-second ones in helping brands raise awareness and lift brand preference, search intent and purchase intent.

By Robert Williams • Dec. 14, 2020

49% of podcast fans approve of ads, but volume concerns grow

More than one-third of respondents think podcasts carry too many ads, though a new report found no meaningful change in ad-skipping behavior.

By Peter Adams • Dec. 10, 2020

App Annie: Business apps exploded in 2020, driving 25% lift in time spent on mobile

As mobile usage surged this year, the biggest winners were TikTok and remote collaboration apps that became de facto tools of people working from home.

By Chris Kelly • Dec. 10, 2020

Opinion

Caution, connection and comfort: A 2020 holiday trifecta

As brands engage with consumers this year, it's imperative they find useful ways to foster connection, alleviate stress and enhance experiences, writes Connelly Partners' Hillary Williams.

By Hillary Williams • Dec. 08, 2020

PS5, Xbox rollouts drive 80% jump in ad spending for video games

The video game industry spent $45 million on ads during the first two weeks of November to build excitement for the holiday shopping season.

By Robert Williams • Dec. 07, 2020