Deep Dive: Page 8
Industry insights from our journalists
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John Hazard
No ads, no problem: How marketers are collaborating with streaming platforms
Brands are rushing to capitalize on ad-free streaming hits that draw young audiences, but experts warn that hopping on the bandwagon may not be the best strategy.
Kira Barrett • July 15, 2019 -
9 buzzworthy campaigns that set brands apart in 2019's first half
From a shirtless Colonel Sanders to Ikea's take on the Kama Sutra, the most creative efforts blended standout messaging, digital savvy or a combination of the two to break through the noise.
Peter Adams, Chantal Tode, Natalie Black (Koltun), Chris Kelly and Kira Barrett • July 8, 2019 -
What brands are getting wrong about AR
AR is expected reach a value of $83 billion by 2021 — so how are so many marketers still missing the mark?
Chris Kelly • July 8, 2019 -
The year of 'woke-washing': How tone-deaf activism risks eroding brands
Experts warn an uptick in socially and politically aware advertising can read more as chasing headlines than meeting real consumer demands, and it could degrade trust in the industry.
Peter Adams • July 8, 2019 -
From social commerce to TikTok: The 9 most successful mobile campaigns of 2019
Mobile marketers were full of surprises in the first half of the year with efforts that scanned, scorched and sliced their way to success.
Chantal Tode, Natalie Black (Koltun), Chris Kelly and Kira Barrett • July 8, 2019 -
Getty
Mobile marketing 2019: Key stats at the half
Breaking down the first half of the year's campaigns by the numbers.
Natalie Black (Koltun) • July 8, 2019 -
Marketing 2019: Key stats at the half
Breaking down the first half of the year's campaigns by the numbers.
Natalie Black (Koltun) • July 8, 2019 -
Can new solutions and greater collaboration finally beat mobile ad fraud?
Mobile marketers, ad agencies and a budding fraud-detection industry are banding together to root out nefarious activity, often with the support of law enforcement.
Robert Williams • June 18, 2019 -
Got to be real: the dos and don'ts of musical branding campaigns
Major brands like Oreo and Lay's have tapped mainstream musicians to craft original songs, but not all the efforts are chart toppers.
Chris Kelly • June 5, 2019 -
Skintelli
Is DNA analysis the future of personalized marketing or a false positive?
Recent setbacks point to the need to proceed cautiously in an untested marketplace, but the potential marketing boost could outweigh the negatives for brands and consumers.
Laura Klepacki • May 21, 2019 -
FilmMagic for YouTube
Turf war: Can digital heavyweights fend off linear TV's online land grab?
Companies like YouTube and Hulu took up arms against TV at a recent event for advertisers while simultaneously adopting more tactics popularized by traditional broadcast media.
Peter Adams • May 10, 2019 -
How will in-game advertising change as Google, Facebook, Snap and Apple level up?
Several forces brought mobile-first companies into gaming in a bigger way this year, potentially creating new opportunities for marketers.
Robert Williams • May 8, 2019 -
Can AI earn a starring role in marketers' video strategies?
Hoping to meet the growing demand for personalized digital content, marketers are exploring how to use AI tools to enhance their video content decisions as well as save time and money.
Tatiana Walk-Morris • April 29, 2019 -
What Keith Weed's departure means for Unilever — and CMOs generally
Reports that the company could retire the chief marketer mantle with the loss of one of its most high-profile champions would be neither entirely surprising nor the alarm bell some industry watchers might think it is, according to analysts.
Peter Adams • April 23, 2019 -
PHMG
Sonic boom: Why more brands are composing musical branding strategies
Once the exclusive domain of major corporations, sonic brand identities today are seeing growing interest as digital media's reach continues to expand.
Laura Klepacki • April 15, 2019 -
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.
Shane Schick • April 8, 2019 -
SpartanNash
Beyond bells and whistles: How grocery apps are (and should be) evolving
From couponing to wayfinding to online ordering, retailers' mobile offerings are still a work in progress, experts say.
Jessica Dumont • March 19, 2019 -
Podcasting turns up the volume as consolidation, mainstream adoption loom
The stage is set for the channel to take a bigger role in media, bringing greater scale, enhanced optimization and promotional opportunities for brands.
Laura Klepacki • March 18, 2019 -
Nike
What's behind the rise in retailer loyalty program revamps?
Companies from Nordstrom to J. Crew have invested in loyalty programs. Some removed barriers, others added them, but the changes all say something about the strategy.
Cara Salpini • Feb. 26, 2019 -
Getty Images
As an era of self-regulation ends, marketers fear uncharted, risky waters for data privacy
"For many companies, if you get this wrong, you could very well be out of business," the ANA's Dan Jaffe told Marketing Dive about the upcoming California Consumer Privacy Act.
Peter Adams • Feb. 25, 2019 -
By the numbers: Super Bowl 2019
The big game's ads, broken down by sentiment, social engagement and more.
Marketing Dive Team • Feb. 4, 2019 -
Risk-averse advertisers fumble in historically boring Super Bowl
There were a few dominant players and wowing moments this year, like a gruesome "Game of Thrones" tie-up for Bud Light, but a lack of edge made the commercial breaks feel almost as bland as the sluggish on-field action.
Peter Adams, Natalie Black (Koltun) and Chris Kelly • Feb. 4, 2019 -
'Hey Alexa, what's the future of voice ordering for groceries?'
Analysts say voice shopping will begin to mature in five to 10 years but still has too much friction for convenience-seeking customers.
Krishna Thakker • Jan. 29, 2019 -
Peter Adams for Marketing Dive
The hype cools on 5G — but the revolution is still coming
Presentations on the wireless upgrade underwhelmed many at CES, but it remains an essential consideration when developing strategies around the next generation of consumer technology.
Peter Adams • Jan. 29, 2019 -
5 trends that will define retail marketing in 2019
From loyalty programs to bolder ad campaigns, here's what's in store for the coming year and what it means for retail marketers.
Cara Salpini • Jan. 10, 2019
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