MediaMath corrals agencies, publishers and ad tech for 'transparent' media supply chain

Rubicon Project, Havas Media, IBM Watson and others have partnered to create a fully accountable alternative to Google and Facebook.

By Dianna Christe and Chantal Tode • Oct. 2, 2019

Study: Diversity in ads correlates to gains in revenue, brand perception

Those with the highest diversity scores showed an 83% higher consumer preference, according to Deloitte-owned agency Heat.

By Robert Williams • Oct. 2, 2019

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

Marketers expect budget increases in 2020 despite warning signs, Gartner says

A new survey indicates the confidence could be misplaced, as budgets this year dropped below 11% of company revenue for the first time since 2014.

By Peter Adams • Oct. 1, 2019

General Mills CMO predicts 'amorphous' agencies in the future

Ivan Pollard, who received flak in May for General Mills' RFP process, offered predictions around the gig economy and automation.

By Peter Adams • Sept. 27, 2019

Kantar: Award-winning ads are becoming less effective at brand building

Ads that won recognition at Cannes Lions this year were found to be only half as effective at long-term brand building than winners from five years ago.

By Barry Levine • Sept. 26, 2019

AMA: Marketers face growing 'techlash' among consumers

Marketers are showing a "digital disconnect" from consumers by not taking their concerns about technology seriously enough.

By Robert Williams • Sept. 25, 2019

How mobile helps Hershey manage impulse purchases

Ahead of peak candy-buying season, executives shared how mobile can bring together media, distribution and customer insights.

By Natalie Black (Koltun) • Sept. 24, 2019

Forrester: Agencies' data platforms capture significant ad spend but face challenges

To meet CMOs' need for data-driven performance, agency holding groups have invested more than $12 billion in technology and databases since 2014.

By Robert Williams • Sept. 24, 2019

'Avengers' memes and cheese bunkers: Inside 1 of Kellogg's most successful launches

CMO of North America Gail Horwood dished on the premarket research and real-time response that turned Cheez-It Snap'd into a fan favorite.

By Peter Adams • Sept. 24, 2019

Roku's new tool measures incremental reach across OTT, TV ads

Verizon is in the alpha program for a tool that could help brands avoid over-frequency as consumers increasingly watch TV on multiple platforms.

By Dianna Christe • Sept. 23, 2019

CTV startup Innovid acquires display ad firm Herolens

Beyond giving Innovid more cross-channel flexibility, the deal aims to shore up strength against the ad-serving "duopoly" of Google and Amazon.

By Peter Adams • Sept. 20, 2019

Google, Amazon ranked top TV ad spenders for NFL opening weekend, study says

Tech companies represented 19% of the TV ad spend during opening weekend, a larger share than any other sector.

By Barry Levine • Sept. 20, 2019

E!, Vans​ boosted results with Facebook's new interactive ad formats

Bobbi Brown Cosmetics, Uber India and Warner Bros. also saw positive results with the mobile platform's new playable, AR and poll ads.

By Robert Williams • Sept. 20, 2019

How CPGs like MillerCoors, PepsiCo use Pinterest to energize product launches

Oracle Data Cloud research shows that 75% of Pinterest users are "very interested" in trying new products.

By Peter Adams • Sept. 19, 2019

53% of consumers say brands are more political, down from 64%, survey finds

About one-third of Gen Z and 27% of millennials think brands should try to impact political and cultural issues, but only 16% of Gen X and 13% of Boomers agree.

By Barry Levine • Sept. 19, 2019

Study: Brand perceptions get bigger ding from social media than news

Almost 40% of survey respondents said they'd have a negative perception of a brand that advertises near offensive content, which is more likely to be user-generated social media posts than news.

By Chris Kelly • Sept. 19, 2019

ANA debuts measurement for cultural impact of advertising

A metric developed with NBCUniversal and member companies aims to pinpoint how cultural insights in ads affect brand, purchase intent and loyalty.

By Robert Williams • Sept. 18, 2019

55% of Gen Alpha want to buy what their favorite YouTube, Instagram influencers wear

A new report also shows that 14% of the age group are interested in the idea of influencers launching their own retail outlets.

By Dianna Christie • Sept. 18, 2019

Budweiser's 'Serve Our Heroes' tops ranking of purpose-driven ads

Ace Metrix measured the cultural impact of ads by scoring them on "most empowering" messaging with the least chance of negative reaction.

By Barry Levine • Sept. 13, 2019

Kylie Cosmetics shows highest social media engagement and no ad spending, study says

A new report underscores the power of Kylie Jenner as an influencer but calls into question her brand's failure to use paid ads amid reports of declining sales.

By Robert Williams • Sept. 12, 2019

Finding the next unicorn: An investor's look at the DTC landscape

There's no formula for making the right investment, but a large market size and a brand with competitive advantages help.

By Cara Salpini • Sept. 11, 2019

ANA breaks with past approach on new measurement unit

Unlike the organization's past initiatives, Measurement for Marketers will prioritize building out internal capabilities to rely less on outside groups.

By Peter Adams • Sept. 10, 2019

Facebook sees steep drop in loyalty as Twitter gains, survey finds

Automotive, restaurant and retail brands boosted their standing by adopting strategies popularized by digital media, Brand Keys said.

By Robert Williams • Sept. 10, 2019

Most major retailers cut back-to-school ad spending 20%, study finds

Amazon, Best Buy and J.C. Penney stand out for boosting media spend on TV, print and digital, according to MediaRadar.

By Robert Williams • Sept. 9, 2019

Hilton doubles down on successful celebrity campaign

New creative featuring actress Anna Kendrick debuted for the "Expect Better. Expect Hilton" campaign, which the brand reports is resonating with younger consumers.

By Barry Levine • Sept. 6, 2019