How brands can score with esports marketing

Marketing opportunities are significant for a range of brands — but the window to enter the space and gain a strategic advantage is quickly closing.

By Shane Schick • April 8, 2019

Bud Light extends 'Game of Thrones' references with ad resurrecting Bud Knight

New creative for the NCAA's Final Four tournament arrives ahead of the show's final season and looks like the latest round in a spat with rival MillerCoors.

By Dianna Christe and Chantal Tode • April 8, 2019

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

Apple contains TV Plus push to Twitter, study finds

The iPhone maker seeks to reach millennials and middle-aged men for its planned video streaming service. 

By Robert Williams • April 5, 2019

Study: Facebook ad targeting still discriminates, even when marketers go broad

Researchers from Northeastern University, the University of Southern California and Upturn found that factors like budget, ad copy and imagery all contributed to placement in front of different demographics on the site.

By Peter Adams • April 5, 2019

Snapchat ups the ante with gaming, syndicated Stories and fresh ad network

A slew of updates announced at Snap's first partner summit demonstrate how the social app is ramping up its offerings as it tries to reel in more revenue.

By Natalie Black (Koltun) , Robert Williams • April 5, 2019

Unilever's Axe partners with esports company Eleague

The brand will work with the league, a joint venture between IMG and Turner Sports, on marketing, custom content and on-site activations at tournaments.

By Erica Sweeney • April 5, 2019

Tweeting while watching TV bolsters online shopping, study says

People who watch "social shows" on TV while sharing comments on Twitter are more likely to be committed to the program and to shop on advertisers' sites.

By Robert Williams • April 5, 2019

Comic Dive: Bracket Busting Brands

As the Final Four wraps up, the real winners of March Madness appear to be challenger brands like Buffalo Wild Wings and BodyArmor.

By John Hazard • April 5, 2019

Oreo, Mtn Dew reimagine 'Game of Thrones' opening

Mondelez's cookie brand animated thousands of treats, while the PepsiCo beverage tapped Migos for a new verse to the theme song.

By Erica Sweeney • April 3, 2019

Juicy Fruit asks consumers to chew over jingle makeover

Canadian fans of the Wrigley brand can vote on their favorite new versions, which span pop, hip-hop, country and R&B.

By Erica Sweeney • April 3, 2019

Influencer marketing shifts to always-on strategy, study says

Instagram continues to lead as the top social platform for brands incorporating influencer content.

By Robert Williams • April 3, 2019

Ad Age: Instagram pitches IGTV ads for creators

Facebook reportedly wants to monetize the video platform and pay creators to develop content that will keep viewers coming back.

By Robert Williams • April 2, 2019

Study: Half of marketers struggle with martech focused on personalization, optimization

Marketers also face challenges with ROI, efficiency and attribution in their utilization strategies, despite these being among the top goals for martech.

By Erica Sweeney • April 2, 2019

Spotify sculpts Cardi B, other hip-hop stars for latest RapCaviar pantheon

Musical artists will be the subjects of life-sized sculptures on display at the Brooklyn Museum to celebrate cultural disruptors.

By Erica Sweeney • April 2, 2019

Maxwell House's Amazon orders come with 'Marvelous Mrs. Maisel' Passover book

Consumers who order Maxwell House coffee on Amazon will receive a limited-edition Haggadah, the text read at the Seder during Passover. 

By Erica Sweeney • April 2, 2019

Major League Baseball quietly resumes Papa John's partnership

Bringing back its "Papa Slam" promotion alongside the MLB season may be what the beleaguered pizza chain needs to help boost declining sales. 

By Alicia Kelso • April 1, 2019

Facebook ups ad transparency through updated library

A recent report found that 71% of marketers said they didn’t change their Facebook marketing strategy following the Cambridge Analytica scandal.

By Erica Sweeney • April 1, 2019

McDonald's makes black millennial consumers top priority with extensive 'campaign movement'

"Black & Positively Golden" is the chain's most significant effort targeted at African-Americans in 16 years and specifically courts younger consumers.

By Peter Adams • March 29, 2019

Busch hosts 'Busch League' social contest to sponsor amateur softball teams

The AB InBev beer brand will choose 10 recreational teams to receive cash, branded jerseys, free suds and appearances in an ad campaign.

By Robert Williams • March 29, 2019

Sally Beauty brings Instagram shopping, Apple Pay to revamped mobile site

A "shop by solution" gives users customized recommendations based on their needs.

By Robert Williams • March 29, 2019

Netflix is fastest growing brand in 2019 as its value jumps 105%, report finds

Disney was the top-performing traditional media brand and entered the top 10 thanks to its value growing 40%.

By Erica Sweeney • March 29, 2019

Buffalo Wild Wings shames fans on Instagram for not watching March Madness

Fans of specific teams get the Stories message from an all-star alumnus of their school in the chain's highly targeted approach.

By Robert Williams • March 29, 2019

Dunkin' and Peeps hit the road for spring-themed campaign

Dunkin's coffee car and the Peepsmobile will journey together through New England to dish out new marshmallow-flavored coffee and Peeps doughnuts.

By Erica Sweeney • March 29, 2019

Making YouTube work better with advanced TV

When it comes to planning a campaign that spans TV and digital media, brands often miss out on all the layers of extra content and audience segmentation the video platform holds, writes Channel Factory's Tony Chen.

By Tony Chen • March 29, 2019

Mtn Dew's brandless cans reveal 'Game of Thrones' content when chilled

The cans feature thermodynamic ink and appear brandless when they're warm, then change to expose a character's kill list as they get colder.

By Erica Sweeney • March 29, 2019