Analytics

Holiday marketers focus on ads for Stories and Amazon, study says

Seventy-three percent of brands think mobile will be "more important" or "much more important" than desktop sales this year.

By Erica Sweeney • Nov. 15, 2018

Column

Comic Dive: NFL Blitzed

Will an NFL ratings recovery survive change driven by sports betting, politics, cord-cutting and liquor ads?

By John Hazard and Lisa Burdige

Yelp's ad business takes a hit after switching to non-term contracts

Following a strong Q2 for ad sales, Yelp was dinged in Q3 when the new contracts led to cancellations and not enough new advertisers signed on.

By Erica Sweeney • Nov. 12, 2018

Top 5 out-of-home advertising trends

While printed signs still dominate, growth in digital out-of-home inventory lets advertisers be more timely, creative and targeted, Geopath's CEO Kym Frank says.

By Dianna Christe

Gartner: CMOs spend more on innovation, but use only 61% of martech capabilities

Investments in marketing technology accounted for 29% of budgets this year, up from 22% in 2017.

By Erica Sweeney • Nov. 09, 2018

Toyota powers hydrogen fuel-cell car with high reach, data-driven approach

Partnerships with Amazon, Hearst and others promise to support efforts to target audiences across a wide range of channels with a high level of precision.

By Erica Sweeney • Nov. 08, 2018

6-second ads deliver big mobile viewership, but little emotional punch, study says

"The explosion of short form content caused by the emergence of mobile and erosion of consumer attention have changed the rules of the game," a Mars executive said.

By Robert Williams • Nov. 07, 2018

Study: 85% of millennials have purchased a product after watching a video

Video was the most memorable form of content for 21% of consumers and 29% of millennials. 

By Erica Sweeney • Nov. 07, 2018

Tug-of-war: How disruptors fight to balance brand and performance marketing

As digital direct brands like Stitch Fix mature, they're grappling with how to sustain momentum and differentiate from both legacy players and even younger upstarts. 

By Peter Adams • Nov. 07, 2018

Facebook properties saw content consumption slide 7% in September, analysis finds

While Facebook's core platform has gained more users, they're using the site less, leading to an estimated 20% decline in content consumption per person.

By Erica Sweeney • Nov. 07, 2018

Amazon's DSP jumps ahead of Google's as most-used by advertisers, study says

The two programmatic buying platforms tied for usage in January, but a new report shows the Amazon Advertising Platform at 41% usage and DoubleClick Bid Manager at 35% usage in July.

By Erica Sweeney • Nov. 06, 2018

Forrester: CMOs will use societal controversy to spark consumer energy in 2019

Marketing heads will also be more proactive in championing customer data privacy and using it to differentiate their brands, according to a list of predictions from the research firm. 

By Erica Sweeney • Nov. 06, 2018

Auto brands lead in adoption of interactive, mobile video ads, study finds

As auto marketers adjust their strategies away from TV, they are leading other verticals when it comes to embracing data-driven video efforts. 

By Erica Sweeney • Nov. 05, 2018

Hilton's new campaign with Anna Kendrick proves a hit with millennials

A YouGov analysis found the number of younger adults who said they would consider booking with the brand has jumped to 33% following its rollout.

By Erica Sweeney • Nov. 01, 2018

AdExchanger: Amazon tests retargeting ads based on search data

The new marketing service marks the first time Amazon search data would be used off of the platform.

By Erica Sweeney • Oct. 30, 2018

Report: J.M. Smucker debuts new marketing model, consolidates agency relationships

The plan includes moving 50 people from specific marketing divisions to the coffee, pet food and snacks and consumer food business units, with a new lead for each.

By Erica Sweeney • Oct. 30, 2018

Ford ads created for brand loyalists drive awareness, purchase intent, study says

The recently launched "Built Ford Proud" campaign features actor Bryan Cranston and touts the brand's history.

By Erica Sweeney • Oct. 29, 2018

Report: Amazon ads remain on Bloomberg, despite company pulling its spend on the site

The dust-up stems from a lengthy report alleging the Chinese government had hacked into Amazon and Apple hardware via microchips, which both companies vehemently deny.

By Erica Sweeney • Oct. 29, 2018

Diageo, Scotts and more recognized for achievements in data and analytics

The beverage giant behind brands like Johnnie Walker gained deeper insights across 95% of its media spend with the development of a multi-touch attribution strategy.

By Erica Sweeney • Oct. 28, 2018

The Trade Desk unveils new audience ID solution

Lotame, Rubicon Project and SpotX have said they will work with Unified ID Solution, with hopes that it will help them streamline workflows.

By Erica Sweeney • Oct. 26, 2018

Consumers believe brands intentionally place ads next to unsafe content, study says

When ads appear next to negative content, consumers are 2.8 times less likely to associate with that brand.

By Erica Sweeney • Oct. 26, 2018

Dollar Shave Club's inclusive campaign, space contest lather up results

The razor disruptor experienced a jump in ad awareness, buzz and purchase consideration since "Get Ready" debuted in July, according to YouGov. 

By Erica Sweeney • Oct. 26, 2018

Study: Companies with more mature analytics operations see 9% increase in marketing ROI

National advertisers considered "masters" spend at least 10% of their marketing budgets on measurement and analytics.

By Erica Sweeney • Oct. 25, 2018