Analytics
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Courtesy of Volkswagen
How brands are fumbling sustainability — and how they can get it right
Some brands lean too heavily on marketing to drive sustainability, while newer green brands can have more fun with messaging because of their more holistic approach.
By Chris Kelly • April 19, 2021 -
Opinion
What advertisers stepping into the gaming arena should know
The sub-segments within the gaming audience and the opportunities to reach them will continue to evolve, writes Merkle's Kimberly Dutcher.
By Kimberly Dutcher • April 19, 2021 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to disruptions caused by the pandemic and new privacy mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Brands could lose fickle Gen Zers over poor digital experiences
Eighty percent of younger consumers said they're more willing to try new brands online since the pandemic began, a survey by Sitecore found.
By Robert Williams • April 16, 2021 -
Permission granted by PepsiCo
How PepsiCo leverages startup expertise to keep pace with digital tech trends
Recent partnerships through the PepsiCo Labs venture focus on virtual experiences and new methods of product integration, speaking to a need to think beyond traditional ads.
By Peter Adams • April 16, 2021 -
Courtesy of Dollar Tree
Dollar Tree sets up retail media network amid boom for discount category
Chesapeake Media Group is supported by new technology partnerships with Swiftly Systems and Aki Technologies.
By Peter Adams • UPDATED: April 16, 2021 at 10:44 a.m. -
GumGum secures $75M funding round as interest in contextual targeting heats up
Investment from Goldman Sachs will go toward an "aggressive" M&A strategy as the ad-tech company capitalizes on demand for cookie alternatives.
By Peter Adams • April 13, 2021 -
Courtesy of Roku
Deep DiveWhat AVOD's growth means for marketers in search of evolving consumers
As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.
By Chris Kelly • April 13, 2021 -
Fotolia
OpinionAre in-house ad agencies choking the talent pipeline?
The advertising industry is experiencing a talent crisis of immense proportions that's likely to continue unless changes are made now, writes WorkReduce CEO Brian Dolan.
By Brian Dolan • April 12, 2021 -
Cara Salpini/Marketing Dive
Teen love for Nike appears to be unshakeable
The brand continues to rank No. 1 among this cohort, which is also concerned about racial equality and the environment, Piper Sandler found.
By Daphne Howland • April 09, 2021 -
Publicis partners with The Trade Desk as cookie deprecation threatens data ambitions
Epsilon, the ad holding group's data-marketing arm, will pair its identity solution with Unified ID, a cookie alternative that continues to gain traction.
By Peter Adams • April 08, 2021 -
Fotolia
IAB: Digital ad revenue rose 12% in 2020 amid rebound from pandemic
Digital video saw the highest growth at 21% to $26.2 billion, expanding its share of total internet ad revenue to almost 19%.
By Robert Williams • April 08, 2021 -
EMarketer: Amazon's share of US digital ad market hits 10% for first time
Google's ad business is most threatened by Amazon's growth as marketers shift their search spending to reach online shoppers.
By Robert Williams • April 07, 2021 -
Permission granted by U.S. Navy
OpinionAttention marketers: Building vaccine confidence is key for a 'return to normal'
Given the positive data about COVID-19 vaccines, growing understanding among the public is ultimately a marketing and communication challenge, writes Gartner's Tim Barlow.
By Tim Barlow • April 05, 2021 -
With $155M in fresh capital, Harry's looks to add more brands
A year after its deal with Schick owner Edgewell was called off, the company behind Harry's, Flamingo, Cat Person and Headquarters is expanding.
By Caroline Jansen • April 01, 2021 -
gilaxia via Getty Images
Digital ad sales to top two-thirds of total spend for first time in 2021, Magna forecasts
Ad spending is expected to grow 6.4% this year and reach $240 billion due to an economy buoyed by a new stimulus package, the decline of COVID-19 and the return of sports.
By Chris Kelly • April 01, 2021 -
Courtesy of PepsiCo
Study: Brand activism sways buying behavior, brand impression for 58% of consumers
Opinions on the reasoning behind brand activism were mixed, with 31% of respondents saying companies are cashing in on the culture war.
By Chris Kelly • March 25, 2021 -
Fotolia
Deep DiveBrands grow bolder with marketing M&A to fill steep orders on data, e-commerce
An emergence of "asynchronous buyers" like Yum Brands and Walmart speaks to how marketers are asserting more control in the face of an uncertain future.
By Peter Adams • March 23, 2021 -
Courtesy of Nike
What Nike's Datalogue deal says about the brand's evolving approach to data-driven marketing
CEO John Donahoe emphasized the importance of aligning traditional creative teams with new tech-oriented capabilities on a call with analysts.
By Peter Adams • March 22, 2021 -
Opinion
Digital ad targeting will return to its roots amid cookie demise
Advertisers and publishers are tasked with developing tactics and strategies that drive performance and engender trust, writes Permutive's Rico Rosa.
By Rico Rosa • March 22, 2021 -
Retrieved from Tinuiti on March 18, 2021
Tinuiti snaps up Amazon specialists Ortega to meet brands' e-commerce needs
The Seattle-based shop founded by former Amazon employees works with clients like Gerber and Pantone.
By Peter Adams • March 18, 2021 -
Study: Ad overload could pose steeper risk to brands than messages near inappropriate content
Consumers surveyed by GWI and WARC deemed advertising "excessive" across channels, a problem potentially exacerbated during the pandemic.
By Peter Adams • March 16, 2021 -
Opinion
Attribution will be challenging — but not impossible — in a cookieless world
Analog and digital media measurement will allow for planning and optimization, but both have positives and negatives, writes Permutive's Elizabeth Brennan.
By Elizabeth Brennan • March 16, 2021 -
Fotolia
Deep DiveClip or click? How the pandemic has changed the print vs. digital coupon debate
While the demise of paper coupons has been predicted amid a broader shift to digital, the future may not be so straightforward.
By Shane Schick • March 15, 2021 -
Terminus
Sponsored by TerminusThe only go-to-market metrics that matter
If lead generation is no longer a thing for modern marketers, which metrics are most important?
By Justin Keller • March 15, 2021 -
"Woman in Yellow Tshirt and Beige jacket Holding a Fruit Stand" by Anna Shvets is licensed under CC BY 1.0
M&M's leads CPG brands on DTC strategy as more shopper dollars shift online
A mix of engaging content, product personalization and clear loyalty offerings put the Mars marketer at the front of the pack, according to Forrester.
By Peter Adams • March 12, 2021
