Analytics

71% of marketers expect virtual events to continue beyond 2020, survey finds

While many business functions work well virtually, lead generation remains a key challenge for media and marketing executives.

By Dianna Christie • Aug. 06, 2020

Brands continue to lean heavily on programmatic advertising, IAB says

Almost one-fifth of brands moved programmatic buying completely in-house in 2019, while more than half transitioned to doing so partially.

By Dianna Christie • Aug. 04, 2020

Explore the Trendline➔

Trendline

Influencer Marketing

Despite industry-wide budget cuts since the pandemic's onset, influencer marketing has been mostly resilient as brands turn to creators for fresh content that reaches homebound consumers.

By Marketing Dive staff

Sponsored by LiveRamp

When change is the only constant, data access matters more than ever

With the right permissioned information at hand and available for analysis, marketers can make better revenue-driving decisions.

By Alice Stratton • Aug. 04, 2020

Google's ad revenue falls 8% for 1st decline in 26-year history

YouTube eked out a 5.8% gain in ad revenue, while Alphabet's growing cloud computing business helped to offset bigger declines in ad sales.

By Robert Williams • July 31, 2020

Walmart fortifies fledgling ad platform with omnichannel analytics offering

Procter & Gamble, Mondelēz and Clorox beta tested Performance Dashboards, which could better position the retailer against rivals like Amazon and Google.

By Peter Adams • July 30, 2020

Opinion

Current events fuel higher consumer expectations, concerns for marketers

Three paradigm-shifting events have fanned consumers' wants and needs in 2020, driving higher expectations for 98% of brands, writes Brand Keys' Robert Passikoff.

By Robert Passikoff • July 30, 2020

McDonald's boosts marketing budget $200M to drive recovery

The increase comes after the company slashed marketing spend by 70% in Q2, giving it a "sizable marketing war chest" for the remainder of the year. 

By Robert Williams • July 30, 2020

1st certified brand safety officers quickly put to the test

Graduating from the Brand Safety Institute's new certification program during a pandemic and just before racial justice protests erupted, these experts help advertisers navigate difficult waters.

By Graham Vyse • July 28, 2020

45% of consumers have changed brand preferences during pandemic, study finds

Consumer preferences are shifting in support of brands that prioritize the health of consumers and employees, as well as advancing diversity and inclusion.

By Dianna Christie • July 27, 2020

Face masks in ads viewed favorably by consumers, study says

When ads have subtle mentions of masks, 48% of viewers expressed positive sentiment toward a brand, while 33% reacted negatively and 19% had neutral or mixed feelings. 

By Robert Williams • July 27, 2020

Coca-Cola plans to boost marketing as lockdowns ease and sales drop 28%

The beverage giant's plans include eliminating "zombie brands," ramping up advertising investment and scaling e-commerce and digital efforts.

By Robert Williams • July 22, 2020

Back-to-school advertising activity drops 50% from last year, study says

As consumers continue to avoid in-store browsing, many back-to-school campaigns are moving to TV this year.

By Dianna Christie • July 21, 2020

65% of Americans think brands should take a stand against racism, study says

Nearly two-thirds of Americans aren't completely sure that removing racist brand mascots or labels will make a big difference, with 31% saying companies should first get rid of racial bias within their organization.

By Dianna Christie • July 17, 2020

NBA, Sprite find more reward than risk with BLM ads, study says

As more brands wade in with messaging related to the racial justice movement, new research shows ads can be empowering without being exploitative.

By Dianna Christie • July 15, 2020

ANA: Content marketing budgets jumped before pandemic

The percentage of advertisers expressing a "strong commitment" to content marketing doubled to 52% from 26% two years earlier.

By Robert Williams • July 15, 2020

Marketers to focus ad spend on regional, digital media in 2020's 2nd half

Advertisers will continue to shift priorities, with about half planning to trim Q3 spending, a slight improvement from the 72% that lowered spending in the prior quarter.

By Robert Williams • July 14, 2020

Majority of consumers won't return to economic activities for 1 month or longer, survey finds

However, activity could return sooner in some categories, including anything related to staycations or financial services, according to Kantar.

By Dianna Christie • July 14, 2020

Consumer habits rapidly evolved in H1 2020. Here's what could stick

Several trends accelerated by the pandemic, including e-commerce, are becoming integral to marketing strategies, but there may be deeper psychological shifts to consider.

Deep Dive

9 pivotal campaigns that show how marketing transformed in H1

Rocked by disruption, marketers were pressed to address both a pandemic and racial injustice amid slashed budgets. Some efforts stood out with fresh creative, a hopeful tone or tangible action.

By Peter Adams , Chris Kelly , Chantal Tode • July 13, 2020

Key marketing stats that define the 1st half of 2020

Campaigns, industry changes, spending and results from the first six months, broken down by the numbers.

By Marketing Dive • July 13, 2020

Starbucks leads in forging emotional connections among fast food brands, study says

The impact of positive emotions on performance has been mixed during a crisis that's delivered an unprecedented hit to restaurants.

By Dianna Christie • July 10, 2020

Study: Most Americans say brands should respond to Black Lives Matter movement

One-fifth of Americans said they would stop buying from a brand perceived to have behaved hypocritically on the issues of racial injustice and police brutality.

By Robert Williams • July 10, 2020

Gen Z wants brands to be 'fun,' 'authentic' and 'good,' study says

With high expectations for digital experiences, 82% of the cohort say they trust a company more if it uses images of real customers in its advertising.

By Robert Williams • July 08, 2020

Pandemic-related WFH policies spur burnout for 73% of marketers

Stress and longer hours are pushing marketing professionals to seek new employment, a Fishbowl survey found.

By Dianna Christie • July 07, 2020

DTC brands struggled with profitability prior to COVID-19. Now what?

While the pandemic provided some relief to high customer acquisition costs in the near term, it doesn't necessarily equal long-term profit.

By Caroline Jansen • July 06, 2020