Kantar: US ad spend reached $151B in 2018, a 4.1% jump

Procter & Gamble remained the top advertiser in 2018 while Amazon increased its ad spend by 72.5%.

By Erica Sweeney • Jan. 24, 2019

LinkedIn's new targeting tool tailors campaigns to match users' interests

Interest Targeting could help marketers drive greater brand awareness by delivering more relevant ad content.

By Erica Sweeney • Jan. 23, 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

Almost half of Amazon advertisers spend more than $40k per month, study finds

Fifty-seven percent of brands that sell on Amazon are advertising on the site, with most focused on attracting new customers. 

By Erica Sweeney • Jan. 23, 2019

Netflix has strongest consumer buzz among brands in annual ranking

Strong performance of Netflix and Amazon Prime on YouGov's Buzz ranking suggests that they are the go-to streaming services in an increasingly competitive space.

By Erica Sweeney • Jan. 23, 2019

Survey: Two-thirds of consumers want brands to keep politics out of Super Bowl

Respondents said they would be more responsive to purposeful ads that focus on issues like disaster relief and helping veterans.

By Erica Sweeney • Jan. 17, 2019

Gillette's #MeToo-inspired ad sparked social media outcry — here's what the numbers say

While the campaign has proved divisive, an analysis found that 79.6% of viewers liked the ad shortly after it debuted, and 51.4% believed it could bring change to the industry.

By Erica Sweeney • Jan. 17, 2019

Unhealthy food brands spend more on TV ads targeting black, Hispanic youth, study finds

Black teens saw more than twice as many ads for unhealthy items compared to white teens in 2017.

By Erica Sweeney • Jan. 16, 2019

Hershey, Tyson, Meredith join new initiative to elevate ad measurement standards

Truth in Measurement aims to improve the lack of transparency when advertising with publishers that are afraid of compromising readers' privacy.

By Erica Sweeney • Jan. 16, 2019

Why Gartner expects CMOs to cut marketing analytics units in half

"Failure to realize promised improvements" was listed as the main reason by the firm, but there are other factors for marketers to consider. 

By Erica Sweeney • Jan. 15, 2019

Nestle, Tesco drive sales with Dunnhumby's new multichannel media tool

Dunnhumby Media uses retailer data to engage customers with personalized messages across in-store, mobile, online and out-of-home.

By Erica Sweeney • Jan. 15, 2019

Report: Hulu tests performance-based measurements for advertisers

With the new product, advertisers can glean more granular data on the viewers watching ad-supported content.

By Erica Sweeney • Jan. 11, 2019

What brands can learn from Netflix's 'Bandersnatch'

Interactive storytelling gives viewers more control over content and lets marketers glean valuable insights into their preferences, writes Playbuzz's Shachar Orren.

By Shachar Orren • Jan. 11, 2019

Google Chrome expands ad blocking initiative worldwide

Google adopted the Better Ads Standards in North America and Europe last year, and two-thirds of publishers who were once noncompliant are now in good standing.

By Erica Sweeney • Jan. 10, 2019

Super Bowl posts from brands see higher engagement levels on Instagram, analysis finds

Facebook has been the preferred social network for posting Super Bowl-related content, but it's dipped in popularity since 2015, as brands shift to Instagram.

By Erica Sweeney • Jan. 9, 2019

L'Oréal, Olay's tech gurus provide a peek into beauty's future at CES

Marketing Dive caught up with the head of L'Oréal's tech incubator and Olay's principal scientist at the show to demo new products driven by data, science and the demand for better personalization. 

By Peter Adams • Jan. 9, 2019

At CES, CMOs dish on the 'existential crisis' tech has created for marketing

"If you are not numbers savvy, you will not be able to do it," Mastercard CMO Raja Rajamannar said on the state of the industry during a panel Monday.

By Peter Adams • Jan. 8, 2019

Report: CBS expects strong Super Bowl ad sales, but quiet on details

The network has reportedly been receiving around $5 million for 30-second spots this year, similar to what NBC received last year.

By Erica Sweeney • Jan. 7, 2019

Marketing M&A deal value jumped 144% in 2018, report finds

While tech companies spent the most, ad agency holding groups increased their M&A spending to $6.3 billion from $2.7 billion in the previous year.

By Erica Sweeney • Jan. 7, 2019

Google's 'Home Alone Again' is most popular holiday ad, analysis finds

Duracell's holiday campaign, which showed what could happen if Santa didn't trust the battery brand, was a close second with 70.3 million views.

By Erica Sweeney • Jan. 7, 2019

Los Angeles sues IBM's Weather Company over alleged mishandling of app data

The company is accused of misleading users as to how their information would be applied once they turned on location tracking in the Weather Channel app.

By Peter Adams • Jan. 4, 2019

Netflix's hit 'Bandersnatch' takes interactive marketing to new level

The first decision viewers make in the choose-your-own-adventure movie involves picking a cereal brand, with Kellogg's Frosted Flakes one option.  

By Peter Adams • Jan. 3, 2019

5 stories that shaped retail marketing in 2018

Some stories — and trendlines — stuck out more than others, both because of their impact at the time and for what they say about other moves in the space.

By Cara Salpini • Jan. 3, 2019

NBCUniversal tests Comcast's blockchain-powered data-sharing platform

Blockgraph promises a way for TV and media companies to activate their data at scale without needing to share it with third parties.

By Erica Sweeney • Jan. 2, 2019

Media spend vs. promotions: why 1 delivers a 35% performance lift

Rather than choose one tactic over the other, new research spanning 13 years pushes brands to find the right balance of each for optimal results.

By Shane Schick • Jan. 2, 2019

Move over SaaS — why containerization is headed for the marketing world

The container-as-a-solution model is the way forward for first-party consumer data, writes Affinio CEO Tim Burke.

By Tim Burke • Dec. 27, 2018