Measuring brand activations in the digital age with 'return on experience'

While ROE may not provide all the hard data marketers crave, it can shed light on experience conversion rates, writes Set Creative's Stefan Tauber.

By Stefan Tauber • Feb. 28, 2019

77% of US ad fraud classified as highly sophisticated, study finds

Desktop-based fraud accounted for 55% of total online fraud while mobile accounted for 46%, according to ad verification firm Cheq.

By Erica Sweeney • Feb. 28, 2019

Explore the Trendline➔

Multichannel Optimization

There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

By Marketing Dive staff

Marketers ill-prepared to leverage data, experiences to improve brand engagement, study finds

"Small data" may be a way to bring a human touch back to marketing, but 36% of executives see it as the biggest challenge facing their business.

By Erica Sweeney • Feb. 27, 2019

Study: 75% of consumers want more rewarded content like videos, surveys

Apps are the preferred way to access loyalty program information for 66% of consumers, and interest is growing in channels like smart speakers.

By Erica Sweeney • Feb. 26, 2019

Connected TV ad impressions jump 193% in 2018, study finds

In Q4, premium publishers ran more than half of their impressions on CTV platforms, a 154% year-over-year jump, per Extreme Reach.

By Erica Sweeney • Feb. 25, 2019

Pringles snacks on 6.4% engagement jump with Super Bowl connected TV push

Shoppable, interactive experiences with personalized content and QR codes scored big for the Kellogg's chip brand.

By Erica Sweeney • Feb. 25, 2019

As an era of self-regulation ends, marketers fear uncharted, risky waters for data privacy

"For many companies, if you get this wrong, you could very well be out of business," the ANA's Dan Jaffe told Marketing Dive about the upcoming California Consumer Privacy Act.

By Peter Adams • Feb. 25, 2019

Google adds video to responsive display campaigns

The company also unveiled a new combinations report and ad strength offering to help advertisers determine their campaign performance. 

By Erica Sweeney • Feb. 25, 2019

Consumers see 77% of brands as not meaningful, report says

Brands perceived by consumers as meaningful and as making the world a better place enjoy a 24-point greater purchase intent.

By Erica Sweeney • Feb. 22, 2019

NBA debuts stats-focused reality show 'GM School' with partner SAP

Basketball fans test their knowledge in the series that also offers a behind-the-scenes look at how the league uses data and technology. 

By Erica Sweeney • Feb. 22, 2019

Facebook ad ROI improves as holiday spend drops 45%, analysis finds

Marketers invested less in Facebook ads during the 2018 holiday shopping season in response to earlier "documented declines in ROI," C3 Metrics found.

By Erica Sweeney • Feb. 21, 2019

EMarketer: Amazon's ad business to grow 50% as it gains on Facebook, Google

The combined ad share for the longstanding digital duopoly is projected to drop for the first time this year.

By Erica Sweeney • Feb. 20, 2019

Norwegian Air lands 170% lower cost-per-booking with machine learning

The tech targeted users in select U.S. flight locations who were determined to be most likely to engage with an ad and book a flight.

By Erica Sweeney • Feb. 19, 2019

IAB: Digital advertising experiences 'landmark' 2018, bolstered by OTT, DTC

Investments in digital reached $75.8 billion for the first three quarters, marking the highest amount of spending over that period on record. 

By Erica Sweeney • Feb. 15, 2019

Grocers aim to capture more advertising dollars from CPGs

As low-margin supermarkets continue to invest in store technology and e-commerce, ad sales leveraging the data they collect can be a vital source of revenue.

By Krishna Thakker • Feb. 14, 2019

IPG continues impressive growth streak in Q4, signals strength in Acxiom deal

Executives told analysts that they are so far pleased with the data marketing division acquired last year, though its performance is not yet factored into IPG's broader organic revenue growth.  

By Erica Sweeney • Feb. 14, 2019

Analysis: Search ads for men's Valentine's Day gifts see 82% more clicks than those for women

PersonalizationMail.com saw the highest product listing ad and text ad click share across desktop and mobile for gift ideas for both women and men.

By Erica Sweeney • Feb. 14, 2019

Brand safety improves, but marketers view some solutions as limiting, study finds

Compared to similar research from two years ago, twice as many industry professionals said that blacklists and whitelists have hindered their ability to reach audiences.

By Erica Sweeney • Feb. 13, 2019

Lucidity, IAB Tech Lab uncover alarming fraud, wasted spend through blockchain pilot

A new report claiming to have the most complete results to date for a blockchain-powered digital ad solution found large discrepancies in campaigns from over a dozen advertisers. 

By Erica Sweeney • Feb. 12, 2019

Pepsi, TurboTax, Avocados from Mexico score biggest returns from Super Bowl, analysis finds

YouGov's report provides a longer view on some ads, like TurboTax's, that initially appeared to stoke negative reactions from viewers. 

By Erica Sweeney • Feb. 12, 2019

Exclusive: Marketers opt for targeting Hispanic consumers, animal lovers over parents

Advanced demographic segments saw the most year-over-year revenue growth for pet owners and Hispanic or Spanish-speaking audiences, per Lotame. 

By Erica Sweeney • Feb. 11, 2019

Report: Amazon ramps up livestreaming for brands

The bigger commitment is evident in a new dedicated section for viewing livestreams and in Amazon Live Creator, a newly launched app that lets brands stream directly on the site.

By Erica Sweeney • Feb. 11, 2019

NBC offers sales guarantees for STX Films campaign around 'The Upside'

The media company will introduce a new attribution product and plans to measure consumer outcomes for the campaign via Fandango. 

By Erica Sweeney • Feb. 11, 2019

Yum Brands hunts for global leader to build digital, tech strategy

Technology stands as one of the four "growth drivers" for the parent company of Pizza Hut and KFC, said CEO Greg Creed.

By Samantha Schwartz • Feb. 8, 2019

YouTube ranked 'most intimate brand' among millennials, report finds

The video platform is bonding better with consumers, having moved up two places over the past year to grab the top spot away from Apple.

By Erica Sweeney • Feb. 8, 2019