By the numbers: Super Bowl LVII

Takeaways from the big game’s ads, including breakdowns by social engagement, popularity and more.

By Sara Karlovitch • Feb. 13, 2023

AOR model declared ‘dead’ as brand needs diversify beyond creative, media

New business wins at agencies increased 11% in 2022 but the value of that business decreased by 35%, according to a new report by R3.

By Chris Kelly • Feb. 13, 2023

Explore the Trendline➔

AI and Marketing Data

Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data. 

By Marketing Dive staff

What does NBCUniversal’s ‘nerd Coachella’ mean for advertisers?

The overall theme of its annual developer conference was making a mindset change, switching from "or" to "and" on the marketing frontlines.

By Chris Kelly • Feb. 13, 2023

38% of marketers shift strategy from customer acquisition to loyalty

While 30% expect higher budgets this year, 54% think resources will remain the same, while the agency outlook is less rosy, per Advertiser Perceptions.

By Peter Adams • Feb. 10, 2023

Microsoft, Google’s AI race points to shifting search power balance

Marketers should still take a cautionary approach, as Google’s early hiccups with Bard demonstrate shortcomings with the technology.  

By Peter Adams • Feb. 9, 2023

Omnicom eyes AI as means to eliminate mundane agency work

Reporting strong Q4 results, the group also pointed to deals like Kroger-Albertsons as a sign retail media and commerce will stay in the spotlight. 

By Peter Adams • Feb. 8, 2023

Publicis Groupe’s data and tech bets pay off with strong growth

“Booming” areas like CTV and retail media dovetail with the holding company’s data personalization and media services, according to its CEO. 

By Aaron Baar • Feb. 6, 2023

Google joins tech peers in touting AI as balm to advertising woes

After reporting a 3.6% revenue drop in Q4, including continued weakness in YouTube, the company highlighted AI and Shorts as promise areas.

By Peter Adams • Feb. 3, 2023

Mobile’s influence on digital commerce soars, study finds

Digital spending exceeded $1 trillion in 2022, a 21% year-over-year increase, with mobile purchases seeing increased value in Q4, according to Comscore.

By Aaron Baar • Feb. 2, 2023

Meta revenue slides for third straight quarter as Reels feels growing pains

Executives don’t expect the TikTok clone to be in a revenue-neutral place until the end of this year or early next.

By Peter Adams • Feb. 2, 2023

ChatGPT might change advertising — but it won’t revolutionize it

Even though it’s unlikely to upend the ad world any time soon, the buzzy conversational AI model could prove useful for savvy marketers.

By Chris Kelly • Jan. 31, 2023

Many brands are ‘reluctant buyers’ of ads on retail media networks

While the majority of marketers surveyed by the ANA use at least five retail media networks and expect to spend more going forward, some have concerns.

By Jessica Deyo • Jan. 31, 2023

4A’s, ANA condemn IAB’s ‘acerbic tone’ in sign of data-privacy rift

The trade groups shared a joint statement criticizing recent comments from IAB CEO David Cohen that described parties like Apple as “extremist.”

By Peter Adams • Updated Jan. 31, 2023

Has TV ad measurement’s day of reckoning finally arrived?

Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.

By Chris Kelly • Jan. 30, 2023

Blockchain, metaverse continue to command CMO interest despite snags

Just 10% of surveyed marketers think the metaverse isn’t relevant to their industry while 41% plan to use blockchain in 2023, per Deloitte.

By Peter Adams • Jan. 26, 2023

Unilever first to test Disney’s identity integration with Trade Desk

Disney continues to enhance its ad business, partnering with EDO around outcome measurement and improving ad targeting on Disney+.

By Chris Kelly • Jan. 26, 2023

Data clean room craze raises new questions about access, interoperability

Steep costs related to tech and talent put small- and mid-sized players at “a tremendous market disadvantage,” according to new IAB research. 

By Peter Adams • Jan. 24, 2023

Ad spending forecast to grow 6% in 2023 as digital priorities shift

Budget shifts within digital marketing could have a bigger impact than the ongoing move away from offline channels, per Winterberry Group research.

By Sara Karlovitch • Jan. 23, 2023

NBA, StellarAlgo team up to streamline fan data across channels

The league has also taken an equity stake in the customer cloud platform in a bet on the growth potential for leveraging data to boost engagement. 

By Sara Karlovitch • Jan. 20, 2023

Netflix believes ads will eventually drive at least 10% of revenue

The company was still pressed by analysts about early snags, including reports that it’s already giving money back to some brands after missing targets.

By Peter Adams • Jan. 20, 2023

9 marketing trends to watch as 2023 tests transformation bets

Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices. 

By Peter Adams , Jessica Deyo , Sara Karlovitch • Jan. 18, 2023

How pandemic trends will continue to inform consumer behavior in 2023

During a press briefing during NRF’s Big Show, experts indicated that earlier cash reserves are dwindling, while consumer savviness remains on the rise. 

By Sara Karlovitch • Jan. 18, 2023

How Hollister and Forever 21 manage long-term creator relationships

Execs at NRF’s Big Show discussed creators’ growing influence, including through new standalone brands like Social Tourist, while acknowledging ongoing measurement challenges.

By Peter Adams • Jan. 17, 2023

Lowe’s in-houses retail media operations in efficiency play

The move serves as a potentially worrying sign to agencies that have invested heavily in marketing services related to the red-hot category.

By Peter Adams • Jan. 12, 2023

Meta implements new system for addressing algorithmic ads bias

VRS marks the first time the company’s advertising falls under direct court oversight and could be a wake-up call for others using algorithms to target ads.

By Peter Adams • Jan. 10, 2023