Deep Dive: Page 4
Industry insights from our journalists
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oatawa via Getty Images
Can retailers grab more CPG ad dollars without repeating digital media’s mistakes?
While firmly in a boom time — U.S. spending on retail media doubled between 2020-21 — the category contends with saturation and bumpy transitions.
Peter Adams • Jan. 25, 2022 -
Courtesy of DoorDash
Can restaurant marketers get digital right while facing panoply of pressures?
Amid labor, supply chain and inflationary issues, 2022 will be a year of increased pressure to deliver on fronts that span media, ordering and loyalty.
Chris Kelly • Jan. 18, 2022 -
Dia Dipasupil via Getty Images
Looking ahead: 9 trends that will steer marketing in 2022
Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.
Peter Adams, Chris Kelly and Natalie Black (Koltun) • Jan. 11, 2022 -
Retrieved from Ford on December 22, 2021
The road ahead: How legacy auto brands will level the EV playing field in 2022
After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.
Peter Adams • Jan. 4, 2022 -
Courtesy of Popeyes
9 campaigns that struck a chord in 2021
Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.
Peter Adams, Chris Kelly, Natalie Black (Koltun) and Asa Hiken • Dec. 7, 2021 -
Courtesy of Together Labs
Why the metaverse could be a breakthrough in privacy-compliant digital marketing
Through cookie alternatives and lessons learned from past digital marketing efforts, brands can hit reset on privacy in the metaverse.
Asa Hiken • Nov. 30, 2021 -
Retrieved from Target on November 23, 2021
How brands are turning inclusive holiday campaigns into more than 'inspiration porn'
Target and Starbucks lead the way for marketers trying to authentically embrace diversity and inclusion during a busy yet reflective season.
Chris Kelly • Nov. 23, 2021 -
Permission granted by McDonald's
How intense interest in NFTs and other collectibles is shaping marketing
Consumer appetites for NFTs remain niche, but the format could serve as an important experiment if the metaverse ever takes off.
Peter Adams • Nov. 16, 2021 -
Courtesy of Nike
These traditional brands are shifting to a DTC model. Here's how.
Athletics retailers are in some ways leading this shift, but brands across the industry are doubling down on the model to grow margins.
Cara Salpini • Nov. 11, 2021 -
Courtesy of Hyundai
How Disney balances entertainment and ad sales in the streaming age
The company is positioning itself to take advantage of changing consumer behavior as streaming and digital advertising expand.
Chris Kelly • Nov. 9, 2021 -
Courtesy of Bombay Sapphire
Spirit brands concoct multisensory shindigs for next-gen experiential marketing
Bombay Sapphire, Johnnie Walker and Grey Goose are some of the marketers using the tactic to explore innovation in ways that are specific to their products.
Asa Hiken • Nov. 2, 2021 -
Retrieved from Unsplash on July 22, 2021
CTV is exploding, but can marketers capitalize on its promise?
Executives at Advertising Week spoke about the opportunity connected TV presents despite persistent issues with fragmentation and measurement.
Chris Kelly • Oct. 27, 2021 -
Permission granted by Advertising Week
At Advertising Week: Less fluff and increased candor around industry's uncertain future
Across four days in New York, marketers stepped out of their comfort zones with optimism that occasionally belied ongoing supply chain and engagement issues.
Peter Adams • Oct. 26, 2021 -
CentralITAlliance via Getty Images
How product shortages and an extended shopping season are upending holiday marketing
Preparing contingencies for different holiday scenarios puts additional pressure on brands and agencies working to keep up amid their own staffing challenges.
Natalie Black (Koltun) • Oct. 19, 2021 -
Megan Rapinoe appeared in an ad Subway uploaded to YouTube on July 21, 2021.
Can QSRs meet marketing's new imperatives without alienating franchisees?
National brand building is often in conflict with the needs of local operators — a dichotomy that has only become more apparent in the past 18 months.
Chris Kelly • Oct. 12, 2021 -
Permission granted by Jif
CPG brands ditch domestic tropes for culture-led marketing. Will it pay off?
Marketers face pressure to address a history of propping up gender roles that were woven into the cultural fabric by agencies in the "Mad Men" era.
Peter Adams • Oct. 5, 2021 -
Ocean Spray released a video as part of its Cranberry Chef Collective campaign. The image was retrieved from its video on Sept. 27, 2021.
For influencer marketing to drive sales, trust must translate to real strategies
As the holiday shopping season approaches, boosting confidence in the space could push it toward lower-funnel productivity.
Asa Hiken • Sept. 28, 2021 -
As NFL kicks off 2nd pandemic season, sports marketers exercise cautious optimism
Even as concerns persist around the delta variant, brands feel more confident about their strategies, including the return of experiential tactics and expansion into sports betting.
Peter Adams • Sept. 15, 2021 -
Sam Wasson via Getty Images
Can agencies adapt as the future of work takes shape?
Attracting and retaining talent has been complicated by the shift to remote work and demands for better work-life balance, forcing agencies to be more flexible.
Chris Kelly • Aug. 23, 2021 -
Spencer Platt via Getty Images
Amid back-to-school uncertainty, marketers pin hopes on digital precision and renewed demand
Where people are buying is changing dramatically, extending well beyond the usual suspects such as Amazon to social media platforms that are expanding their commerce capabilities.
Peter Adams • Aug. 2, 2021 -
Courtesy of Roku
Unusual Olympics put digital, mobile marketing tactics to the test
Dwindling viewer interest and the absence of live spectators this year mean brands must get more innovative to stand out.
Asa Hiken • July 27, 2021 -
Courtesy of Mtn Dew
9 campaigns that showed marketers staying nimble despite haze of H1 2021
As consumers navigate the stop-start nature of pandemic recovery, some brands have proved adept at addressing their anxieties and tech needs by offering a dose of optimism, in-person events or NFTs.
Peter Adams and Asa Hiken • July 13, 2021 -
Courtesy of Cutwater Spirits
As canned cocktails boom, marketers eyeing longevity face new challenges
The explosive category is nearing an inflection point that will force marketers to focus on deepening brand identity and targeting millennial drinkers.
Asa Hiken • July 7, 2021 -
Permission granted by Win Brands Group
The rise of DTC holding companies
Growing multiple brands under one umbrella allows companies to more effectively and efficiently scale them by providing resources and knowledge.
Caroline Jansen • June 30, 2021 -
David Paul Morris via Getty Images
What's next for the ad industry as Google gives third-party cookies a stay of execution
Google kicked the can down the road with its latest privacy decision, but brands, agencies and the ad tech industry can't rest on their laurels.
Chris Kelly • June 25, 2021
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