Analytics: Page 2

Forrester: CMOs must adjust as agencies shed more than 50K jobs

The cuts are expected over the next two years, sapping a source of expertise and accelerating trends like in-house agencies and gig economy options.

By Robert Williams • June 03, 2020

Nike's 'For Once, Don't Do It' ad seen as empowering, exploitative: study

While less polarizing than its ads featuring Colin Kaepernick in 2018, people didn't want to see a corporation taking advantage of George Floyd's murder and subsequent protests to sell shoes.

By Dianna Christie , Natalie Koltun • June 03, 2020

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

Deep Dive

Is Facebook using the pandemic to shore up its influence?

The social giant stirred controversy in acquiring the popular image-sharing platform Giphy last month, but marketers shouldn't be surprised by further consolidation in the broader tech landscape.

By Peter Adams • June 03, 2020

Opinion

Listening to change: Customer experience execs share insights on navigating COVID-19

Many brands are shifting focus from sales to brand-building during the pandemic and harnessing data that serves as the voice of customers, writes ActionIQ's Tasso Argyos.

By Tasso Argyos • June 03, 2020

KFC Canada bets on AI analytics for deeper insights across functions

Rapid digital-driven insights can help meet consumers' rising expectations in the COVID-19 era.

By Dianna Christie • June 03, 2020

Product ads are top performers among non-COVID-19 spots, study finds

Consumers are feeling more emotionally connected to ads for products that can improve domestic life while spending more time at home.

By Dianna Christie • June 02, 2020

CMOs face pay cuts as economy slows during pandemic

Despite the challenging outlook, last year female CMOs out-earned their male counterparts as big advertisers expanded their diversity efforts.

By Robert Williams • June 01, 2020

Comcast splits ownership of targeted ad platform with Charter, ViacomCBS as TV pressures grow

Each company now owns one-third of Blockgraph, which bolsters brands' ability to use data for TV ad-targeting in a privacy-minded way.

By Peter Adams • May 29, 2020

Record digital ad revenue preceded slowest quarter in a decade, IAB finds

With the coronavirus crisis forcing many brands to trim advertising budgets, 2020 may see the first dip in U.S. digital ad revenue in years.

By Natalie Koltun • May 29, 2020

LGBTQ-inclusive marketing opens door to acceptance, P&G and GLAAD find

A study published ahead of Pride month positions the coronavirus pandemic as an opportunity to make a bigger impact on the community.

By Peter Adams • May 28, 2020

CMOs became a more diverse group in 2019, study says

Gains made by women and minorities last year are noteworthy given the continued focus on the marketing industry's lack of diversity. 

By Dianna Christie • May 28, 2020

Where ad spending is thriving during COVID-19, including a few surprises

Marketers in categories like toys and prescription eyeglasses have leaned in with big budget lifts, but what does the future hold as the economy reopens?

By Shane Schick • May 27, 2020

59% of ad agency employees working longer during pandemic, study says

The pandemic has led many advertisers to pull back on their spending, but many also have had to revamp strategies and ad creative.

By Robert Williams • May 26, 2020

Bank of America, Facebook defied April slump with higher programmatic spend

Amid pandemic lockdowns that kept people at home, the travel industry's programmatic ad spending plunged 79% last month.

By Robert Williams • May 21, 2020

75% of ANA members have diversity plans, but only 40% apply them to marketing

COVID-19 could hurt suppliers hired as part of diversity programs, as companies cut ad spend due to the crisis.

By Dianna Christie • May 20, 2020

Sameness, exploitation sets in for COVID-19 ads, study says

Pandemic-related ads can still be effective, but brands must be creative in order to connect with consumers who are tiring of this messaging.

By Dianna Christie • May 19, 2020

Nintendo only brand to rank in top 10 for online, offline marketing

The video game giant rose one slot to No. 2 for having a "talkworthy" online campaign, while its Nintendo Switch console ranked No. 9 for offline brand sharing.

By Robert Williams • May 18, 2020

3 pandemic-related behaviors will stick as consumer anxiety subsides, Kantar predicts

Areas like heightened cost consciousness offer opportunities and challenges for marketers in the months ahead.

By Dianna Christie • May 15, 2020

PepsiCo finds empathy is new imperative for marketers amid pandemic uncertainty

Research undertaken by the company found 86% of consumers agreed it's "critical" for brands to show empathy now if they want to grow loyalty.

By Peter Adams • UPDATED: May 14, 2020 at 2:46 p.m.

McDonald's will boost US marketing $100M as dining rooms reopen

It's unclear what future marketing promotions will look like, though the fast-food behemoth is likely to highlight safety precautions early on to address consumer concerns about eating in restaurants.

By Robert Williams • May 14, 2020

Opinion

Marketers must adapt to change, the only certainty for global business this decade

Entrepreneurs and strategists talk ad nauseam​ of disruption. But what if the velocity of change is so fierce that it calls the very definition of disruption into question?​ ICF Next's Bob Feldman weighs in.

By Bob Feldman • May 14, 2020

Companies' behavior mid-pandemic influences future brand loyalty, survey finds

Eighty-four percent of respondents said how companies prioritize employee welfare during the global health crisis will become a more important factor on what they buy​.

By Dianna Christie • May 13, 2020

Cadillac's CMO wants the upfronts to evolve to meet a disruptive moment

During a webinar hosted by Innovid, Melissa Grady talked about growing difficulties in areas like measurement and where new brand opportunities lie during the pandemic.

By Peter Adams • May 13, 2020

52% of advertisers plan to increase spending this summer, survey finds

Many advertisers are planning media just three months out as opposed to the typical six months as they await the economy's response to schools and businesses reopening.

By Dianna Christie • May 12, 2020

15% of programmatic ad spend disappears in the supply chain, study says

About 51% of ad spend by brands goes to publishers after agencies, platforms and vendors collect their fees, while 15% disappears into the unknown.

By Robert Williams • May 07, 2020