Mountain Dew partners with Kevin Hart in year-long 360-degree push

The far-reaching effort includes a new video series, pop-up experiences, a social media contest and an integration with the comedian's tour. 

By Erica Sweeney • Feb. 20, 2018

Report: NFL streaming stakes ramp up as Amazon, Twitter and YouTube return to bid

The companies' bids could be as high as hundreds of millions of dollars for retaining the rights to "Thursday Night Football" for up to five years, a change from the previous single-season packages. 

By Erica Sweeney • Feb. 20, 2018

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z. 

By Marketing Dive staff

Marketers animate their GIF strategies, but length becomes a conundrum

Brands from Coca-Cola to Microsoft are experimenting with animated videos nearing the one-minute mark, while Nissan and others remain committed to pithy four-second loops.

By Shane Schick • Feb. 20, 2018

Facebook, Google could face more stringent oversight on political ads

The Federal Election Commission has drafted a proposal that would require online platforms to include ad disclaimers in a manner similar to print, radio and TV ads. 

By Erica Sweeney • Feb. 20, 2018

Report: Netflix might cost TV advertisers up to $6B in lost revenue

The average Netflix viewer misses an estimated 35 commercials per day due to streaming on the platform, resulting in up to 2 billion ad views down the drain. 

By Erica Sweeney • Feb. 16, 2018

Hollister sponsors YouTube series targeting Gen Z

The retailer is extending a partnership forged last year with AwesomenessTV through a 12-episode project starring social influencers and celebrating the "spirit of endless summer."

By Erica Sweeney • Feb. 16, 2018

Pepsi's viral 'Uncle Drew' character goes Hollywood with feature film

Scheduled for release in theaters on June 29, the movie is inspired by an old man with impressive basketball skills played by NBA star Kyrie Irving. 

By Erica Sweeney • Feb. 16, 2018

Brisk tea, 'Black Panther' star partner to support 'creative hustlers'

A mentorship program led by the brand and Michael B. Jordan includes an out-of-home event during NBA All-Star weekend that will feature interactive, Marvel-inspired activities. 

By Erica Sweeney • Feb. 15, 2018

Nike and Foot Locker celebrate House of Hoops anniversary with digital video, influencer content

For the retail concept's 10th anniversary, the brands will also launch an out-of-home event in Los Angeles that includes dunk contests and player appearances during the NBA All-Star Weekend. 

By Erica Sweeney • Feb. 15, 2018

TV ad space may not recover from current slump, analysts say

Ad sales on the channel dropped 7.8% to $61.8 billion in 2017, the steepest decline in at least the past 20 years outside of a recession.

By Erica Sweeney • Feb. 15, 2018

Publicis plans new Berlin-based agency after landing Mercedes-Benz

It's a big win that suggests the agency holding group's digital transformation is taking hold. 

By Erica Sweeney • Feb. 14, 2018

Honda awards personalized video trophies on Facebook, Twitter

Three layers of targeting help the automaker deliver the most relevant of 76 contextually focused nomination videos to each user.

By Erica Sweeney • Feb. 13, 2018

Measuring digital video effectiveness is a minefield for brands

With so many measurement metrics, marketers must go back to basics and consider content's ability to deliver desired effects, writes LoopMe's CEO Stephen Upstone.

By Stephen Upstone • Feb. 13, 2018

What Unilever's CMO really said about Google and Facebook

No, the CPG giant isn't ditching the duopoly; quite the opposite, as the marketer urged his peers to double down on tech partnerships at the IAB's Annual Leadership Meeting this week. 

By Peter Adams • Feb. 13, 2018

Apple's short film shot on iPhone X goes viral in China

"3 Minutes" tugs at viewers' heartstrings and reeled in 68 million views ahead of the Chinese New Year.

By Erica Sweeney • Feb. 12, 2018

Nabisco snacks on Winter Olympics with TV spots, custom Twitter emojis

The campaign for Oreo, Ritz and Chips Ahoy! features two athletes and includes videos, patriotic snack recipes and a social media contest via #CantMissMoments.

By Erica Sweeney • Feb. 12, 2018

Will 2018 be a better year for ad agencies?

A new report suggests a rebound is coming, driven by a 4% to 5% increase in global ad spend and large advertisers giving more work to creative shops.

By Erica Sweeney • Feb. 12, 2018

GM, P&G and others cut Winter Olympics TV ad spending

Declining viewership, changes in media consumption, less buzz around the games and a move toward targeted and digital ad buying are some of the reasons marketers give for the cuts.

By Erica Sweeney • Feb. 12, 2018

PepsiCo will uncap Bubly sparkling water at the Oscars

Two spots scheduled to air during the awards show will showcase the new fizzy beverage's smile-centric packaging and "pop of personality."

By Erica Sweeney • Feb. 9, 2018

Study: Facebook and Google represent less than 5% of digital revenue for publishers

Digital Content Next research also found that Facebook surpassed YouTube as the highest revenue driver. 

By Erica Sweeney • Feb. 9, 2018

Chipotle sets eyes on addressable TV ads for 2018

Taking this route will let the fast-casual chain better target ads to existing or potential customers in a pivot back to more traditional platforms.

By Erica Sweeney • Feb. 8, 2018

Google, Snapchat add Olympics-themed video, VR and voice content

Snapchat's filters and augmented reality lenses give viewers a fun way to engage with the weeks-long event and drum up excitement on social media.

By Erica Sweeney • Feb. 8, 2018

Birchbox, Revolve test Instagram Collection ads

The campaigns blend videos and product catalogs, allowing consumers to shop and make purchases without leaving the platform.

By Erica Sweeney • Feb. 7, 2018

Olympics viewers can use TV remote to interact with some ads

NBC partnered with BrightLine for interactive video ads that provide access to fun facts about featured athletes like Shaun White.

By Erica Sweeney • Feb. 7, 2018

Walmart's Store No. 8 buys VR startup

The retail giant's acquisition of Spatialand, unlike most of its recent takeovers, is unlikely to move the needle on sales very much for the immediate future. 

By Daphne Howland • Feb. 6, 2018