Coke touts legacy, originality in campaign launching ahead of UK sugar tax

The tax will increase the price of the soft drink, as its recipe has not been reformulated — a factor the brand is championing as a point of uniqueness.

By Erica Sweeney • April 9, 2018

Report: Netflix aims to acquire Los Angeles billboard company for $300M

Regency Outdoor Advertising would help the streaming service heighten visibility in heavy traffic areas and a hub for the entertainment industry. 

By Erica Sweeney • April 9, 2018

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

Study: 38% of consumers think online ads should be shorter than TV

Amid a surge in experimentation around ad length, new research provides some insight into what consumers want. 

By Erica Sweeney • April 6, 2018

Fruit or vegetable? Heinz brings age-old debate around tomatoes to digital

Consumers can vote online and on social media, and the brand will release limited-edition ketchup packaging based on the winner. 

By Erica Sweeney • April 6, 2018

Werther's Original builds life-sized Candy Land with Hasbro

Those who missed the Santa Monica activation can play the game digitally and interact with a 360-degree video exploring the pop-up experience. 

By Erica Sweeney • April 6, 2018

Facebook earns MRC accreditation for ad impressions

The news marks a rare, if small, bright spot for Facebook at the moment, though the metric is less significant than others like viewability.

By Erica Sweeney • April 6, 2018

Dove teams with Cartoon Network to support young peoples' self-esteem

A two-year effort with "Steven Universe" includes animated shorts, a music video and an e-book, all supported by scientific evidence around body image.

By Erica Sweeney • April 5, 2018

Facebook seeks user feedback as scope of data privacy scandal grows

For the next week, users can offer ideas on new terms and data policy. Once they're finalized, Facebook will publish them and ask users to agree to them.  

By Erica Sweeney • April 5, 2018

Bud Light calls the Masters' 'dilly dilly' ban an act of 'tyranny'

The beer brand promised to send 1,000 T-shirts to the golf tournament in a decree stating, "For if thou cannot say Dilly Dilly, thou can still wear Dilly Dilly."

By Erica Sweeney • April 4, 2018

'Friends,' 'Full House' intros re-imagined as 8-bit animations for 'Ready Player One' promo

Warner Bros. is riding the '80s and '90s nostalgia craze with clips posted on YouTube, Facebook and Snapchat. 

By Erica Sweeney • April 4, 2018

Zuckerberg: Facebook will not make GDPR its global privacy standard

The company will work on its own global version, which will be "in spirit" with GDPR, its chief executive said in a Reuters interview. 

By Alex Hickey • April 4, 2018

The North Face pledges equal representation for women in ads

The Move Mountains initiative celebrates female explorers through short films and includes a multi-year outdoor adventure partnership with Girl Scouts of the USA. 

By Erica Sweeney • April 4, 2018

ANA: Nearly half of advertisers plan to increase influencer spending

A survey revealed that, among those that are not already using the tactic, 27% plan to start in the next 12 months.  

By Erica Sweeney • April 4, 2018

Google parent shifts basis of revenue metrics to cost-per-impression instead of clicks

Most marketers already purchase ads based on impressions instead of clicks, while the cost-per-click rate has been declining for Google in Alphabet's recent earnings reports. 

By Erica Sweeney • April 3, 2018

Mountain Dew shakes up Baja Blast's return with bungalow stunt

The PepsiCo brand's offer of a chance to stay at a Mexican getaway exclusively stocked with the popular flavor suspiciously disappeared from Craig's List.  

By Erica Sweeney • April 3, 2018

Report: Facebook will require certified consent when targeting ads via email data

An in-development Custom Audiences certification tool will require marketers to guarantee that any email addresses used for targeting were obtained legitimately.

By Erica Sweeney • April 2, 2018

Mercedes-Benz recruits rocker Henry Rollins to challenge ideas of toughness

A new branded content series includes podcasts and a one-hour TV documentary where the music icon addresses stereotypes around van owners. 

By Erica Sweeney • April 2, 2018

Heineken lands in hot water again, this time over use of 'beer girls'

International health organization Global Fund is ending its partnership with the brewer, which follows a controversy last week where the brand had to pull an ad accused of racism.

By Erica Sweeney • April 2, 2018

Waldo hides in Google Maps for April Fools' prank

The company integrated Google Assistant into this year's stunt, where users can ask devices "Where's Waldo?" and play the week-long game. 

By Erica Sweeney • April 2, 2018

LinkedIn accelerates video push with native ads, content for company pages

More than 46% of B2B advertisers said finding a quality environment to reach decision-makers with video is a top challenge, the platform found. 

By Erica Sweeney • March 29, 2018

Facebook kills ad targeting program based on third-party data

Shutting down Partner Categories could leave a big hole in digital marketers' strategies and adversely affect data brokers like Acxiom, Epsilon, Oracle and WPP.

By Chantal Tode • March 29, 2018

Brands can take emotional appeals to millennials too far

Ace Metrix found that the age group appreciates hearing about brand values but is put off by suggestions to embody them or take actions like volunteering.

By Erica Sweeney • March 29, 2018

Study: 45% plan to use Facebook less amid Cambridge Analytica scandal

When asked about Cambridge Analytica's breach of Facebook data, 43% said they were "very concerned" and 31% said they were "somewhat concerned."

By Erica Sweeney • March 28, 2018

Heineken pulls 'lighter is better' ad after Chance the Rapper, others call it racist

In the spot, a bartender slides a bottle of Heineken Light past several black people before it lands with a paler-skinned woman.

By Erica Sweeney • March 28, 2018

Peeps names Energizer Bunny as 'celebrity creative director,' just in time for Easter

As part of the April Fools' prank, the Energizer Bunny will assume full creative control in Peeps production, including by giving some products a new look.  

By Erica Sweeney • March 28, 2018