Data/Analytics: Page 58
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Digital represents 14% of movie ad budgets but drives 46% of revenue, study finds
TV accounted for 82% of marketing budgets and drove just 42% of media-driven box office revenue, while every dollar spent on Facebook brought a nearly $8 return on ad spend.
By Erica Sweeney • Dec. 13, 2018 -
Just 9% of marketers have an AI-based hyper-personalization strategy, study finds
Complexities in the field are leading 80% of those surveyed to outsource their program or combine outsourcing with in-house functions.
By Erica Sweeney • Dec. 11, 2018 -
Trendline
What you need to know about data in marketing
The pressure on marketers is only intensifying to master data and analytics capabilities that can strengthen personalization and foster loyalty.
By Marketing Dive staff -
Opinion
Move over brands, consumer experiences are the story
Brands must master empathy, strategy and creativity — and understand the technology required to get them there, writes DEG's Tony Toubia.
By Tony Toubia • Dec. 10, 2018 -
YouTube viewers pick Gatorade's Leo Messi short, Bonobos' definition-defying ad as favorites
The platform's list of most-liked ads across several categories also includes entries from Nintendo, McDonald's, Nectar and Groupon.
By Erica Sweeney • Dec. 7, 2018 -
Payless draws negative buzz from millennials over influencer stunt, analysis finds
Older consumers had a more positive impression of the retailer, which recently opened a fake luxury boutique that fooled influencers into thinking discount shoes were high end.
By Erica Sweeney • Dec. 6, 2018 -
IAB: Companies will spend $19.2B on third-party data and solutions in 2018
A 17.5% uptick in spend over last year comes despite growing scrutiny into how consumer data is leveraged by businesses and laws like GDPR.
By Erica Sweeney • Dec. 6, 2018 -
Amazon orders generated by ads jumped 54% over Thanksgiving weekend, study finds
The analysis of more than 1 million orders suggests that brands increasingly must "pay to play" to stand out, or risk losing sales to those who do.
By Erica Sweeney • Dec. 5, 2018 -
Global ad revenue delivers strongest growth in 8 years with 7.2% increase, per Magna
U.S. digital ad sales rose 16.6% this year, surpassing the $100 billion milestone and accounting for 52% of total ad sales.
By Erica Sweeney • Dec. 4, 2018 -
Dive Awards
Marketer of the Year: Nike
The brand made a number of touchdowns in 2018, from a risky ad to groundbreaking digital work, helping to drive the company's sales and stock value and earning it the title of marketing MVP.
By Chantal Tode • Dec. 3, 2018 -
Dive Awards
Deal of the Year: IPG buys Acxiom Marketing Solutions
The $2.3 billion purchase marks a win-win, sharpening IPG's specialization in the crucial field of data while letting the Acxiom unit more deeply collaborate with the ad giant's client roster.
By Peter Adams • Dec. 3, 2018 -
Dive Awards
Champion of the Year: Syl Saller, Diageo
Diageo's CMO has frequently championed an inclusive approach to marketing and creativity by spearheading diversity initiatives and leading stronger pushes for gender representation throughout the industry.
By Peter Adams • Dec. 3, 2018 -
Maxwell House's labor-focused campaign drives purchase intent, ad awareness, analysis finds
Since the campaign's launch around Labor Day, brand awareness jumped six percentage points while purchase consideration rose from 17% to 22%.
By Erica Sweeney • Nov. 30, 2018 -
Retail advertisers increased Facebook spend heading into Thanksgiving, study finds
Retail advertisers spent $629 million on national TV ads from Oct. 29 to Nov. 25, a 4% drop from last year, Kantar Media found.
By Erica Sweeney • Nov. 30, 2018 -
Gap's Hill City brand connects social and programmatic ads via offline data
The label is an early adopter of Amobee's expanded partnership with Oracle Data Cloud that uses offline purchase data to boost media planning across social and programmatic.
By Erica Sweeney • Nov. 29, 2018 -
Amazon scrutinized for sponsored ads in baby registries, WSJ reports
The ads from companies like Playtex, J&J and Kimberly-Clark blend in with actual wish-list items, leading some to label them as deceptive.
By Erica Sweeney • Nov. 29, 2018 -
NFL sees 19% drop in ad revenue for September-October, study finds
A fumble for the league came amid flat performance for linear TV broadly, with broadcast revenue dropping 7%.
By Erica Sweeney • Nov. 28, 2018 -
Disney partners with Google for cross-channel video advertising strategy
The entertainment brand ended its relationship with Comcast's FreeWheel and will use Google Ad Manager as its core ad tech platform to serve ads across the web, mobile apps and connected TV.
By Erica Sweeney • Nov. 28, 2018 -
Alliance Data explores possible sale of Epsilon marketing services unit
The expertise of companies like Epsilon with managing consumer data could be attractive to agency holding groups as data privacy and personalization grow more important.
By Erica Sweeney • Nov. 28, 2018 -
Column
Comic Dive: Delay, Deny, Deflect — So What?
Despite bombshell reports and seemingly endless controversies, marketers have yet to pull their ad dollars from Facebook.
By John Hazard and Lisa Burdige • Nov. 28, 2018 -
MLB names MGM first official gaming partner as sports-gambling space heats up
MGM sportsbooks will leverage the league's statistics feed and have exclusive access to enhanced stats as part of the multiyear deal.
By Erica Sweeney • Nov. 28, 2018 -
Retailer DXL sees 6.5% engagement boost with AI-powered branded content
Arkadium's new InHabit tool reads articles and automatically inserts a relevant interactive editorial unit, helping DXL generate a 6% click-through rate.
By Erica Sweeney • Nov. 27, 2018 -
WPP to meld J. Walter Thompson, Wunderman as agency priorities shift
The world's oldest ad agency joins with the digitally oriented Wunderman as its parent company looks to meet a demand for data-driven insights.
By Peter Adams • Nov. 26, 2018 -
Programmatic advertising expands more slowly than expected, study says
Stricter data laws in Europe and investments in infrastructure by advertisers are two reasons why Zenith has pulled back its forecasts.
By Erica Sweeney • Nov. 26, 2018 -
Google's ad platform experienced technical problems on Black Friday
Facebook's Ads Manager also experienced an outage for a few hours on the Tuesday before Thanksgiving.
By Erica Sweeney • Nov. 26, 2018 -
Ahold Delhaize introduces its own digital media lab
The retailer will use the lab to leverage customer data and deliver targeted, optimized ad and marketing campaigns to shoppers.
By Jessica Dumont • Nov. 21, 2018
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