How to breathe new life into a marketing organization

Accenture's Laura Gurski details how marketers can tap into the "living marketing" strategies that have helped grow brands like Meliá Hotels and Halo Top.

By Laura Gurski • June 28, 2018

Study: Online and on TV, consumers prefer longer ads to shorter ones

A new survey by Research Intelligencer and Pollfish goes against the grain of some recent industry research around extra-short ads. 

By Erica Sweeney • June 25, 2018

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

'Jurassic World' crushes summer blockbuster competition in digital ad impressions

The sequel earned about 575 million digital impressions between May 1 and June 20 despite not having the largest number of digital ad occurrences. 

By Erica Sweeney • June 25, 2018

In Cannes, data's uneasy merger with creativity was on display

At the world's largest celebration of advertising creativity, data's growing role had a mixed reception.

By Chantal Tode • June 25, 2018

Unilever's Weed tops Forbes' list of most influential CMOs

The top 50 marketing chiefs across different industries were selected based on their personal influence on brand awareness.

By Erica Sweeney • June 22, 2018

Why Target would welcome tougher US data regulations

At Cannes Lions, the VP of marketing for the retailer's media network predicted marketers who haven't invested in data protection will lose ground going forward.

By Chantal Tode • June 20, 2018

US brands remain 'mediocre' when it comes to CX, Forrester finds

The top 5% of brands remained static and no brand has risen to the top and continued to improve, according to the researcher.

By Erica Sweeney • June 20, 2018

AB InBev debuts first blockchain-based mobile ad campaign

Bud Light, Budweiser and other brands are leveraging Kiip's Single Ledger solution to get a clearer reconciliation of campaign performance data. 

By Robert Williams • June 19, 2018

Magna upgrades global ad growth forecasts, with Facebook and Google as drivers

A string of controversies appears to have had little impact on both companies' momentum, as they reported collective revenue growth of 31% in Q1. 

By Erica Sweeney • June 19, 2018

Study: Only 8% of consumers are 'very satisfied' with promotional emails

Research shows that nearly 70% of marketers use email marketing, but often miss the mark in message delivery.

By Erica Sweeney • June 18, 2018

Maybelline's marketing gets consumers' lips to do the talking

Engagement Labs' Brad Fay lays out three lessons marketers can learn from the beauty brand that's increased its share of conversations both online and off.

By Brad Fay • June 18, 2018

Marketers largely shun single women without children, study finds

Nearly half of surveyed women said that the group is "non-existent" in advertising despite having an estimated purchasing power between $5 trillion and $15 trillion.

By Erica Sweeney • June 17, 2018

Study: Facebook use for news drops 20 percentage points among younger audiences

WhatsApp, which is owned by Facebook, beats out Twitter in many countries when it comes to importance for news.

By Erica Sweeney • June 15, 2018

6-second TV ads command more attention per second than traditional spots

A study found advertisers have also seen a 10% boost from airing short-form ads next to longer, traditional ones during the same block of programming. 

By Erica Sweeney • June 15, 2018

IAB: Podcast ad revenue grew 86% in 2017 to hit $314M

Marketers are taking advantage of the channel's ability to reach already engaged consumers anywhere, on practically any device. 

By Erica Sweeney • June 12, 2018

Data-driven ad targeting helped Moe's Southwest Grill increase in-store traffic by 40%

A recent campaign run with the platform Quantcast also resulted in a 19x return on ad spend, according to a case study.

By Erica Sweeney • June 11, 2018

78% of marketers plan investments in connected TV ads, study finds

However, marketers and agencies are split on which metrics are the most important to measuring success. 

By Erica Sweeney • June 8, 2018

82% of marketers plan to increase digital spend, but only 26% are confident in ROI

Nielsen's new CMO Report found that industry professionals are now looking for better insights rather than more data. 

By Erica Sweeney • June 7, 2018

Memorial Day didn't deliver on email marketing performance, analysis finds

Clicks and open rates were lower than for previous Mondays, and emails put a strong emphasis on sales around the holiday. 

By Erica Sweeney • June 4, 2018

Study: Many publishers' EU sites are faster and ad-free under GDPR

When ads do appear on E.U. versions of publishers' sites, Google DoubleClick is being used to serve them. 

By Erica Sweeney • June 4, 2018

81% of consumers believe global brands play a role for good, McCann finds

Respondents generally trust global brands over institutions and political organizations, and 56% said they trust local brands over global brands. 

By Erica Sweeney • June 1, 2018

Advertisers slow to spend on Instagram Stories, study says

Marketers put only 16% of their budgets allocated for the image-sharing app into Stories.

By Robert Williams • May 30, 2018

Study: Amazon replaces Microsoft as third most-valuable brand

Overall, brands saw their largest-ever annual increase in value, according to an annual ranking from WPP and Kantar Millward Brown.

By Erica Sweeney • May 29, 2018

Study: Search marketing winners and losers for the royal wedding

Bergdorf Goodman and Neiman Marcus increased their click share significantly on the day of, while Amazon's use of dynamic keyword insertion backfired. 

By Erica Sweeney • May 24, 2018

4 signs bots may be stealing your ad dollars

As bots evolve, it's only more getting more difficult for marketers to tell them apart from humans. White Ops' President and Co-founder Michael Tiffany outlines the biggest red flags. 

By Michael Tiffany • May 24, 2018