Kantar partners with Second City Works to mix improv and customer understanding

The joint venture, called Brandstage, will work with marketers on new product ideas and customer experiences.

By Erica Sweeney • Jan. 11, 2018

Nearly 70% of consumers feel brands should get more political, study finds

This demand exists despite many respondents stating their opinions are rarely if ever influenced by brands' stances.

By Peter Adams • Jan. 10, 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

Study: Super Bowl advertisers see sustained post-game sales boost

The boost was especially apparent for sole advertisers in a specific product category, like AB InBev's Budweiser.

By Erica Sweeney • Jan. 9, 2018

Why cross-collaboration is critical to the modern CMO's success

A marketing chief's unique responsibility today is to advance an understanding of customer needs across the entire enterprise, writes HCL Technologies's CMO Matt Preschern.

By Matt Preschern • Jan. 8, 2018

WPP's Kantar streamlines consulting services with new shop

Focused on helping brands develop and implement long-term growth strategies, Kantar Consulting rolls out with over 1,000 analysts, software developers and consultants.

By Peter Adams • Jan. 8, 2018

Study: 22% of UK brands plan to shrink programmatic ad spend

Lack of trust and transparency as well as cost and safety concerns are among the top reasons for the decrease.

By Erica Sweeney • Jan. 2, 2018

Marketers should use city-based email marketing to better meet customers where they live

As spending power and wealth concentrate in cities, brands must become more adept at reaching consumers in urban areas, writes Response Media CTO Keith Perlstein.

By Keith Perlstein • Dec. 22, 2017

How Amazon's data trove gives Prime Video an edge in marketing shows

In an interview with Marketing Dive, Amazon Studios' head of marketing discusses how the platform breaks through in a crowded marketplace.

By Dianna Christe • Dec. 22, 2017

More marketers take programmatic buying in-house, ANA says

A survey found 35% of respondents are expanding in-house programmatic media buying, reducing the role of external agencies. 

By David Kirkpatrick • Dec. 19, 2017

PwC: Live sports keep viewers from cutting the cord

This will be a space to watch next year with big events like the Winter Olympic Games and the FIFA World Cup.

By Erica Sweeney • Dec. 18, 2017

Building direct shopper relationships through personalized offers at scale

What's the best way to engage consumers? Give them content that is personalized, relevant and perfectly timed.

Dec. 18, 2017

Building stronger brand connections through connected devices

The more devices consumers are connected to, the more closely advertisers can examine their specific behaviors and cater to their needs, writes Kiip's Brian Wong. 

By Brian Wong • Dec. 14, 2017

AdWords update adds phone numbers, addresses to boost targeting

More spending could be coming Google's way, as the tools are positioned to deliver more relevant ads and other marketing content.

By David Kirkpatrick • Dec. 14, 2017

Deloitte: Live broadcasts, events to generate over $545B in revenue next year

The consultancy also foresees a big jump in AR engagement and consumers' willingness to pay for online media in 2018. 

By David Kirkpatrick • Dec. 13, 2017

Publishers lose $1.27B yearly to ad fraud, new study finds

An array of outlets including Business Insider and The Washington Post, along with platforms like Google, urged for greater adoption of IAB Tech Lab's ads.txt to combat the issue.

By David Kirkpatrick , Peter Adams • Dec. 13, 2017

Kargo becomes first company to achieve 100% ads.txt compliance

In an exclusive for Marketing Dive, VP of publisher partnerships Lauren Hendricks explained how Kargo worked with outlets like Business Insider to implement and analyze the benefits of the fraud-preventing tool. 

By Natalie Black (Koltun) • Dec. 12, 2017

What marketers need to know about MRC's new audience-based measurement standards

The introduction of duration weighting for digital video ads and a move to more sophisticated invalid traffic filtration are two important developments. 

By David Kirkpatrick • Dec. 8, 2017

TAG Certified channels reduce fraud levels by more than 83%, new study says

The 614 Group analyzed more than 6.5 billion display and video impressions for its research with agency partners GroupM, IPG Mediabrands and Horizon Media.

By Peter Adams • Dec. 7, 2017

Amazon, Home Depot, Walmart boast top-notch digital experiences

The top three names are by no means new to the industry, but big-box retailers as a group have come a long way in terms of their digital practices.

By Dan O'Shea • Dec. 6, 2017

Study: Companies spend more than $20B on third-party audience data, solutions

Omnichannel leads the pack in investment by data type while identity comes in last. 

By David Kirkpatrick • Dec. 5, 2017

Executive of the Year: Marc Pritchard, P&G

Nearly 11 months after making a high-profile speech demanding a better digital media ecosystem, the executive's words and actions continue to reverberate through the industry.

By Chantal Tode • Dec. 4, 2017

Controversy of the Year: Brand Safety

Some digital marketing practitioners — both legitimate and underground — have played fast and loose with brands' reputations for years. In 2017, the day of reckoning arrived. 

By Chantal Tode • Dec. 4, 2017

Black Friday Twitter engagements totaled nearly 785M, study says

The most popular terms associated with positivity included Thanksgiving, shopping and hashtags like #cybermonday, #giveaway and #deals.

By David Kirkpatrick , Peter Adams • Nov. 28, 2017

Dentsu adds Oxyma Group to extend people-based marketing's geographic reach

The deal will see Oxyma merged into Merkle, strengthening the latter's role as a leader in data-driven marketing.

By David Kirkpatrick • Nov. 27, 2017

NFL ad revenue performs well despite protest fervor

Inventory totaled $757 million for a 3% year-over-year gain in October, going against industry rumblings that politics are scaring some brands away. 

By David Kirkpatrick , Peter Adams • Nov. 27, 2017