Accenture: Lack of personalization, consumer trust cost businesses $756B last year

Technology makes personalization easier, but marketers must walk a fine line between providing value and being creepy. 

By David Kirkpatrick • Dec. 11, 2017

Report: YouTube creators lose up to 80% of monthly revenue amid brand safety push

The heavy impact might steer some to stop producing content for the platform altogether or migrate to rivals like Amazon's Twitch.

By David Kirkpatrick • Dec. 11, 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

Campbell Soup, NowThis partner on video news food channel

The social video brand now publishes content across 11 verticals and also recently partnered with Chase.

By Erica Sweeney • Dec. 8, 2017

Reddit boosts brands' listening, publishing capabilities with Sprinklr partnership

The move — a significant one for advertisers interested in the site — might also anger a user base that's been notoriously averse to corporate presences. 

By David Kirkpatrick • Dec. 8, 2017

Starbucks attempts to recapture unicorn success with Christmas Tree Frappuccino

The limited-run cold beverage might also be a bid to court consumers who have been angry in recent years that the brand's promotions aren't "Christmas-y" enough.

By David Kirkpatrick , Peter Adams • Dec. 8, 2017

Coach partners with Snapchat for scannable holiday pins

The products, Snap's first foray into physical accessories since Spectacles, unlock an arcade game based on the retailer's holiday campaign.

By David Kirkpatrick , Natalie Black (Koltun) • Dec. 8, 2017

Report: YouTube and Facebook are rife with pirated NFL streams

As Facebook and others attempt to ramp up their digital sports content, the news could dent credibility with professional leagues. 

By David Kirkpatrick • Dec. 7, 2017

Charmin restrooms return to Times Square with immersive sights, sounds

The actor Dax Shepard helped introduce the effort via a "toilet paper cutting" ceremony.

By David Kirkpatrick • Dec. 7, 2017

Study: Social media, content top marketers' list of tactics for 2018

A recent survey found that 93% of industry professionals will increase digital marketing budgets next year. 

By David Kirkpatrick • Dec. 6, 2017

Dole offers 'top banana' chef for Britain's royal wedding

Prince Harry and Meghan Markle are breaking with tradition by planning to serve a banana cake at their nuptials next year, creating a regal opportunity for the packaged foods brand.

By David Kirkpatrick • Dec. 6, 2017

Report: Market for short-form digital video crumbles

Facebook is reportedly the only remaining platform buying such content in bulk.

By David Kirkpatrick • Dec. 6, 2017

Disney moves away from dad stereotypes as audience attitudes shift

A growing number of marketers and industry groups are rethinking age-old depictions of consumers.

By Erica Sweeney • Dec. 5, 2017

Report: Facebook is ready to invest billions in sports streaming rights

The social media giant is reportedly looking to hire an executive to negotiate online-only partnerships and expand its sports content.

By David Kirkpatrick • Dec. 5, 2017

Dunkin' Donuts opens creative review months after appointing new CMO

Hill Holliday, which helped create the brand's iconic "America Runs on Dunkin'" tagline, will reportedly participate in the invitation-only review. 

By David Kirkpatrick , Peter Adams • Dec. 5, 2017

GroupM and Magna Global upgrade growth outlook, but marketers should temper expectations

Martin Sorrell, CEO of GroupM parent company WPP, recently recommended that marketers "contain any enthusiasm" despite what appear to be positive signs.

By David Kirkpatrick , Peter Adams • 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

Facebook readies test of pre-roll video ads in Watch

By limiting the test to Watch, the company can explore new monetization strategies while sticking to its CEO's wish to keep the format out of News Feed.

By David Kirkpatrick • Dec. 4, 2017

Study: 78% of millennials aren't influenced by celebrity endorsements

Only 7.5% of the demographic group would be encouraged to make a purchase based on a star's recommendation, according to Roth Capital Partners.  

By David Kirkpatrick • Dec. 4, 2017

Study: 39% of marketers will increase influencer marketing budgets in 2018

Trends in the space are likely to include using a variety of types of influencers and leveraging the content to enhance other channels.

By Erica Sweeney • Dec. 4, 2017

Disruptor of the Year: Amazon

Industry thought leaders have long positioned the company as a potential third major digital advertising force. A number of surprising moves this year and an expected $1.65 billion in ad revenue show it's getting there fast. 

By Peter Adams • 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

Fail of the Year: Pepsi's 'Jump In'

The Kendall Jenner-starring ad, intended to promote unity, achieved almost the exact opposite of its goal, plunging the brand to its lowest consumer perception levels in a decade. 

By Peter Adams • Dec. 4, 2017

Marketer of the Year: KFC

From a $20,000 meteorite shaped like a chicken sandwich to a bonafide romance novella, the brand's marketing stunts this year have consistently grabbed consumer attention with a knowing wink and distinct flavor of deep-fried weirdness.

By Peter Adams • Dec. 4, 2017

Campaign Trail: How Yoplait boosts brand interest; Samsung's artsy feature film; Jim Beam opens voice-ready decanter

One brand's mission to defend moms delivers results, while two others take decidedly non-traditional approaches with an experimental movie and connected hardware.

By Peter Adams , Chantal Tode , Natalie Black (Koltun) • Dec. 1, 2017

Marriott turns shower doors into shareable sketch pads

For a limited time, guests at an Irvine, CA, hotel can use the blank canvas of a foggy shower door to capture and showcase their ideas.

By David Kirkpatrick • Dec. 1, 2017