Marketing Tech

P&G sales surge amid pivot to digital, $100M investment in advertising

The CPG giant's latest quarterly earnings underscore a successful strategy to address changing consumer behaviors, an advantage that could endure once the pandemic fades.

By Chris Kelly • Oct. 21, 2020

Nielsen adds ratings for YouTube CTV ads as digital viewing surges

The move can help Nielsen bring together viewer data that may be siloed across platforms, so advertisers can better measure campaign effectiveness.

By Aaron Baar • Oct. 16, 2020

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Trendline

What you need to know about data in marketing

The pandemic has accelerated digital transformation, pressuring marketers to master the types of data and analytics capabilites that can improve personalization and foster loyalty during a volatile period.

By Marketing Dive staff

Rite Aid joins ranks of retailers with digital media platforms for ads

The retailer joins competitors such as Walmart, Target and CVS in helping brands reach its consumers.

By Aaron Baar • Oct. 15, 2020

PepsiCo speeds up shift toward streaming, digital as holidays loom

With the pandemic putting localization and personalization in the spotlight, the marketer sees digital as better-suited to deliver the goods than traditional media, executives said at Advertising Week.

By Peter Adams • Oct. 09, 2020

How Honda and Nestlé make authentic connections through esports

Brands and their partners, including leading forces Team Liquid and Riot Games, detailed the evolving opportunities in the billion-dollar business at Advertising Week.

By Chris Kelly • Oct. 08, 2020

How Kraft Heinz, MolsonCoors and L'Oréal make the most of CTV's pandemic-related growth

As media consumption habits quickly change, executives from major brands detailed the opportunities that connected TV provides during an Advertising Week panel.

By Chris Kelly • Oct. 07, 2020

How Kimberly-Clark navigates a digital ecosystem where every ad platform is a walled garden

The Huggies marketer spoke at Advertising Week about how digital is getting more complicated with the death of cookies and as traditional retail partners enter the same fray as Google and Amazon.

By Peter Adams • Oct. 06, 2020

Instagram brings shopping to Reels, IGTV as commerce commands social spotlight

Tests will hit Reels later this year, which may help Facebook to capitalize on a virtual-skewing holiday season while gaining an edge on TikTok.

By Peter Adams • Oct. 05, 2020

Mars Wrigley's virtual Halloween lets consumers collect candy credits in costumed avatars

Treat Town offers virtual opportunities to trick-or-treat through October as holiday-related marketing continues to evolve during the pandemic.

By Aaron Baar • Oct. 02, 2020

Walmart to revamp 1K stores with mobile app in mind

Using airports as a model, the retail giant is redesigning stores to help customers navigate them and to prompt app-based shopping.

By Ben Unglesbee • Oct. 01, 2020

Mondelez lays out marketing strategy for a post-cookie future

During Advertising Week, the company behind brands like Oreo and Wheat Thins detailed a layered approach to performance-based marketing.

By Peter Adams • Oct. 01, 2020

Under Armour's digital push continues through slumped financials

The company is shifting from a product-led approach to a customer-led one as it focuses on the intersection of consumer products and backend technology.

By Samantha Ann Schwartz • Sept. 28, 2020

Nearly half of consumers will try new brands if the ad is relevant

Context matters more than ever amid the surge in content consumption spurred by the pandemic, according to a new DoubleVerify study.

By Aaron Baar • Sept. 28, 2020

E-commerce ad spend to surge 18% amid overall decline, WARC says

As the pandemic changes consumer behaviors, Amazon's ad business grew 4.5 times faster than Facebook's and 63 times faster than Alphabet's in the first half of 2020, the report notes.

By Tatiana Walk-Morris • Sept. 25, 2020

Pritchard: P&G is taking control in the media supply chain — and so can other marketers

During a speech this week, the chief brand officer shared his clearest vision yet of what a new media supply chain should look like and what steps are needed to get there.

By Aaron Baar • Sept. 25, 2020

Reddit offers stronger brand-safety controls with tiered ad inventory

The first marketing application of Oracle's "contextual intelligence" adds another layer of third-party filtering so advertisers can choose inventory based on their goals. 

By Robert Williams • Sept. 24, 2020

With real-world experiences scarce, consumers warm to immersive tech, Accenture study says

Technologies like augmented reality and virtual reality have come of age, ushering in a new wave of digital commerce.

By Aaron Baar • Sept. 23, 2020

Mucinex merges direct mail, mobile to drive omnichannel trial experience

Circumventing limitations on shipping some medications, Mucinex mailed a related sample to people's homes while using mobile to support its brand and retail partner.

By Shane Schick • Sept. 23, 2020

Foot Locker steps up outreach for sneakerheads via Google Slides hub

Touted as being created by sneakerheads for sneakerheads, the hub merges content with commerce via a digital tool that is "endemic to sneaker culture."

By Aaron Baar • Sept. 22, 2020

Oracle, Walmart deal for TikTok tentatively approved, paving way for digital shakeup

The proposed U.S. TikTok company will leverage Walmart's e-commerce, fulfillment and payments services while igniting a showdown with major digital platforms.

By Robert Williams • Sept. 21, 2020

Deep Dive

How TikTok's uncertain future and COVID-19 are transforming influencer marketing

As the TikTok shakeup continues, competitors are wooing influencers and becoming more accessible with new video tools while content evolves to be more frank. 

By Natalie Koltun • Sept. 21, 2020

Henkel sponsors wellness web series distributed via blockchain

Teaming with an award-winning creator on content is one way the marketer of Persil and Purex addresses pandemic-related challenges.

By Aaron Baar • Sept. 18, 2020

Deep Dive

How Oracle's TikTok deal could shake up social media

The enterprise technology firm does not have an established stake in the space, which might help the video-sharing app retain outsider status while opening new capabilities in areas like search.

By Peter Adams • Sept. 15, 2020

Taboola, Outbrain merger collapses, ending bid to form rival to walled gardens

The firms claimed they would together be able to reach 2 billion users per month, but a variety of factors, including the pandemic, complicated plans.

By Peter Adams • Sept. 09, 2020

HBO debuts VR event series to promote 'Lovecraft Country'

As the pandemic continues to limit in-person activations, the online gatherings integrate elements of the show and connect fans remotely via YouTube Live.

By Tatiana Walk-Morris • Sept. 03, 2020