Study: Analytics, data management are martech's top ROI performers

Despite marketers facing some challenges with marketing technology, the report underscores the potential for driving ROI. 

By David Kirkpatrick • Oct. 12, 2017

Brands might be overdoing it on social media

Research by Temple University found that marketers and consumers have different views about how and when to use the channel.

By David Kirkpatrick • Oct. 9, 2017

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

P&G's Pritchard says digital ad transformation is 'two-thirds complete'

After shaking up the online ad industry in January with some tough ultimatums, the exec says MRC accreditation remains the key hurdle. 

By David Kirkpatrick • Oct. 6, 2017

Study: Anti-piracy efforts cut ad fraud revenue in half

The Trustworthy Accountability Group found progress made in the fight, with fraudulent sites' revenue reduced by 48% to 61%.

By David Kirkpatrick • Oct. 6, 2017

Study: Q3 breakthrough video ads feature compassion, kindness and ingenuity

Overall, viewers preferred ads focused on storytelling, with strong visuals and uplifting messages.

By David Kirkpatrick • Oct. 5, 2017

Facebook Watch, despite promising early viewership, lags behind the competition

A study found average viewing time on the new feature is 23 seconds even though its content can run up to 20 minutes long. 

By David Kirkpatrick • Oct. 5, 2017

Study: Use of multichannel attribution expands to 60% of marketers

Combining offline and online customer activity is growing as marketers look to better understand how different channels contribute to conversions. 

By David Kirkpatrick • Oct. 4, 2017

Report: Facebook ads drive up to 27% of in-store customers

By integrating retailers' point-of-sale data with Facebook's offline API and new ad formats, StitcherAds is connecting the dots between online ads and offline purchases. 

By David Kirkpatrick • Oct. 3, 2017

Intersecting the what and why of consumer behavior to strengthen insight

Pairing digital tracking with better surveys enables marketers to get smarter about building accurate consumer profiles, writes Toluna's SVP of Digital Products Phil Ahad. 

By Phil Ahad • Oct. 2, 2017

Study: 72% of CMOs feel pressure from brand safety issues

Nearly half of marketing chiefs admit they still have problems with where and how digital ads are placed and viewed, says a new report from the CMO Council.

By David Kirkpatrick • Sept. 26, 2017

YouTube rolls out slew of tools focused on personalization

One feature called Director Mix lets marketers spin potentially thousands of video ads from a single asset.

By David Kirkpatrick • Sept. 26, 2017

Nielsen takes comScore to court over TV tech

The lawsuit is a move to stop comScore from using Nielsen’s technology to launch a TV-focused measurement service.

By David Kirkpatrick • Sept. 25, 2017

Agencies hit back at consultancies, offering strategic services upstream

As management consultancies vie for big brands, agencies are beefing up their business acumen to stay in the game.

By Dianna Christe • Sept. 25, 2017

How to drive decision-making through upstream analytics

Using upstream analytics, marketers can track the customer journey across multiple websites for added clarity, write Jumpshot's CEO Deren Baker and VP of marketing Randy Antin. 

By Deren Baker and Randy Antin • Sept. 20, 2017

Study: Amazon's role in online shopping presents opportunity for big brands

Research from Kenshoo forecasts e-commerce marketing will become one of the fastest growing areas of advertising. 

By David Kirkpatrick • Sept. 18, 2017

Ad trade groups blast Apple for new Safari cookie policy

The new approach is bad for consumer choice and ad-supported online content, the groups insist. 

By David Kirkpatrick • Sept. 15, 2017

Toyota uses eye-tracking tech to measure shoppers' showroom attention spans

Brands only have a 20-second window to influence consumer opinion, according to findings from the automaker and tech firm Tobii Pro. 

By David Kirkpatrick • Sept. 13, 2017

7 Surprising consumer insights we uncovered with social data

With social media analytics, brands can answer any question they have on consumer opinion and preferences.

Sept. 12, 2017

Study: Personalized email subject lines increase open rates by 50%

Nearly 98% of emails sent in Q2 didn't leverage personalization despite the proven benefits. 

By David Kirkpatrick • Sept. 12, 2017

How Rent-A-Center leverages its online community for brand decision-making

The furniture and electronics firm has an "Inner Circle" of more than 3,000 members to help guide choices on products, pricing and more.

By Shane Schick • Sept. 11, 2017

Study: 80% of CPG brands buy programmatic display ads

Display ads represent more than two-thirds of budgets.

By David Kirkpatrick • Sept. 8, 2017

Study: 61% of marketers report gaps in cross-device and cross-channel data

Kantar Millward Brown’s fourth annual Getting Media Right report found measuring and proving ROI is the biggest challenge facing marketers.

By David Kirkpatrick • Sept. 8, 2017

Activist investor focuses on digital marketing in P&G turnaround plan

In a new white paper, Nelson Peltz, who is seeking a board seat with the CPG giant, insists recent marketing cuts are hurting brands and calls for hiring more outside talent. 

By David Kirkpatrick • Sept. 8, 2017

Everything you thought you knew about analytical modeling has changed

The industry is facing the arrival of an entirely new consumer that marketers must engage with via machine learning — which changes everything, writes Cordial's David Baker.

By David Baker • Sept. 6, 2017

Study: Millennials hold brands more accountable on social media

Research found that 81% of U.S. consumers said the channel has increased accountability overall. 

By David Kirkpatrick • Aug. 24, 2017