Deep Dive

Industry insights from our journalists


  • Megan Thee Stallion for True Religion
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    Courtesy of True Religion
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    ‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers

    Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.

    Jessica Deyo • Nov. 13, 2024
  • Close up of a dog's head below the words: Election night no watch puppy parties.
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    Courtesy of Aloft Hotel
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    Brands lean into fractious election with messages of unity and humor

    With tensions running high, some consumer brands are trying to make an emotional connection and avoid landing in hot water.

    Christine Blank • Oct. 29, 2024
  • A shot from inside ad agency FCB's office
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    Permission granted by FCB
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    What FCB’s stealthy data unit says about the future of agency creativity

    FCB/Six is seeing double-digit growth at an otherwise sluggish time for the industry, speaking to rising client demand in areas like CRM and loyalty.

    Peter Adams • Sept. 23, 2024
  • TV screen mounted at a checkout aisle of a grocery store advertising Quaker Oats products
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    Courtesy of Grocery TV
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    What will it take to unlock in-store retail media?

    The technology is advancing rapidly, but without a consistent way to measure the impact of ad campaigns, grocers and CPGs may be left grappling with data, according to experts.

    Peyton Bigora • Sept. 13, 2024
  • Apple WWDC 2024 attendees sit in chairs in front of a dias and two screens showing the words "Apple Intelligence."
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    Courtesy of Apple
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    ‘The year of implementation’: How marketers are leveraging AI on mobile

    While AI has its place in the realms of social media, mobile commerce, apps and more, a sea of questions remains around regulation and brand safety.

    Jessica Deyo • Sept. 5, 2024
  • A man stands in a room reminiscent of a college dorm wearing jeans and a red NYC t-shirt.
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    Courtesy of Urban Outfitters
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    Back-to-school 2024: How brands can win younger consumers as uncertainty endures

    The power of Gen Z and Gen Alpha to influence their parents to consider a brand could be the key to success amid another turbulent season.

    Jessica Deyo • Aug. 8, 2024
  • Walmart has agreed to acquire smart TV maker Vizio in a $2.3 billion cash deal.
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    Scott Olson via Getty Images
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    As retail media networks widen their scope, is a reckoning inbound?

    Expanding into offsite media like open-web programmatic could alleviate supply pressures but opens a whole new can of worms for the category.

    Peter Adams • July 30, 2024
  • A sign is posted in front of a Google office on April 26, 2022 in San Francisco, California. Google parent company Alphabet will report first quarter earnings today after the closing bell.
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    Justin Sullivan via Getty Images
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    And just like that, Google won’t be deprecating cookies. What now?

    The tech giant backs off plans to implement a huge shift in digital marketing that faced pushback from adland and regulators around the world.

    Chris Kelly • July 23, 2024
  • Actor Michael Cera holds a tub of CeraVe lotion as part of campaign materials for the skincare brand's first-ever Super Bowl commercial.
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    Courtesy of CeraVe
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    6 campaigns that signaled a creative resurgence in H1 2024

    As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack.

    Peter Adams and Jessica Deyo • July 10, 2024
  • Ocean Spray rebrand OOH ads
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    Courtesy of Ocean Spray
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    Why marketers keep refreshing brands instead of betting on splashy ads

    The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.

    Chris Kelly • July 10, 2024
  • Blank paste-up posters on a wall.
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    Shaun Lucas/Marketing Dive
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    Marketing in 2024: H1 by the numbers

    CMO budgets continue to fall as pressure to automate mounts and fears of signal loss reach a fever pitch.

    Jasmine Ye Han • July 10, 2024
  • Actor Jeremy Allen White is pictured for a photoshoot in black and white. He is wearing Calvin Klein boxer briefs and a wet T-shirt.
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    Courtesy of PVH Corp.
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    Calvin Klein’s Jeremy Allen White ads turned heads, but the biggest impact may be to the brand’s image

    “The Bear” star’s images generated $74 million in media impact value amid a years-long effort by holding company PVH to make the line more desirable.

    Laurel Deppen • June 27, 2024
  • Business executive seen talking to an engineer in workwear in front of solar panels.
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    Max Kegfire via Getty Images
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    Why marketers increasingly downplay sustainability efforts

    Greenhushing on climate-related initiatives is becoming more widespread amid an intensifying regulatory environment and consumer backlash.

    Nicole Ortiz • May 14, 2024
  • streaming tv
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    metamorworks via Getty Images
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    Legacy media makes new bets on CTV and retail media convergence

    Disney’s new partnership with Walmart Connect and Amazon’s latest streaming TV ad formats demonstrate how the growing channels can work together.

    Chris Kelly • May 8, 2024
  • TikTok's NewFronts 2024 stage
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    Permission granted by Antoine Reid
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    Digital’s media-buying bonanza wrestles with an industry at crossroads

    Cookie deprecation and a potential TikTok ban cast this year’s NewFronts in a different light while attendees noticed fewer pitches centered on content.

    Peter Adams • May 6, 2024
  • Executives sit on a panel at CIMM East Summit
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    Courtesy of CIMM
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    Meet the 4 firms setting the agenda for measuring TV ads amid rapid change

    Battles around big data and panels continue as currency certification efforts pick up and the possibility of consolidation looms.

    Chris Kelly • April 8, 2024
  • Individuals hold signs in support of TikTok outside the U.S. Capitol Building on March 13, 2024 in Washington, DC.
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    Anna Moneymaker / Staff via Getty Images
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    Why the latest TikTok ban attempt is different — and what it means for marketers

    A ban could benefit Meta, weakening competition and options for advertisers, while a potential suitor will need to be well-versed in data management.

    Jessica Deyo • March 21, 2024
  • Ben Affleck wears a branded Dunkin' sweatsuit and introduces The DunKings as part of the chain's Super Bowl LVIII ad.
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    Courtesy of Dunkin'
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    ‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues

    Brands that forged true connections to culture broke through the clutter of a broadcast heavy with sociopolitical messages from some advertisers.

    Peter Adams and Chris Kelly • Feb. 12, 2024
  • The Apple logo is displayed on the exterior of an Apple Store.
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    Justin Sullivan / Staff via Getty Images
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    What Apple’s adoption of RCS for iPhones could mean for marketers

    Apple confirmed this week that RCS is coming, opening the door for marketers to include high-quality photos and videos in messages.

    Jessica Deyo • Jan. 25, 2024
  • Futuristic robot solves jigsaw puzzle together with a businessman
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    CreativaImages via Getty Images
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    How generative AI could solve the cookie deprecation puzzle in 2024

    Marketers could turn to artificial intelligence to solve for the tracking and targeting issues caused by the death of the third-party cookie.

    Chris Kelly • Jan. 16, 2024
  • An influencer on a mobile phone having a live stream while receiving positive interactions from followers.
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    simplehappyart via Getty Images
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    Inside the creator marketing trends expected to go viral in 2024

    Some marketers are betting creator-led advertising is the way forward, while social commerce and artificial intelligence could yield fresh potential.

    Jessica Deyo • Jan. 11, 2024
  • Businessperson with balancing balls newtons cradle and business target
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    CreativaImages via Getty Images
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    8 predictions for 2024 as marketing seeks a new normal

    Following a period of extremes, key trends like retail media and ad-supported TV could settle down while experiments in areas like AI ramp up.

    Peter Adams, Jessica Deyo, Chris Kelly and Sara Karlovitch • Jan. 9, 2024
  • Grimace McDonald's
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    Courtesy of McDonald's USA
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    How the best marketing campaigns of 2023 mastered pop culture nostalgia

    Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

    Chris Kelly, Sara Karlovitch and Jessica Deyo • Nov. 29, 2023
  • A customer walks by a Pride Month merchandise display at a Target store on May 31, 2023 in San Francisco,
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    Justin Sullivan/Getty Images via Getty Images
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    Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?

    High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”

    Peter Adams • Nov. 28, 2023
  • Sam's Club holiday campaign
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    Courtesy of Sam's Club
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    Sleigh the season: Will caution stifle the holidays or can marketers win?

    Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.

    Jessica Deyo • Nov. 16, 2023