Data/Analytics: Page 33
-
eldinhoid via Getty Images
Deep DiveCPG marketers roll the dice on new experiments amid data upheaval
In a quest to get closer to customers through data, brands are asserting their independence from walled gardens by recentering on owned experiences.
By Peter Adams • Nov. 23, 2020 -
andresr via Getty Images
Holiday ads nod to COVID-19, but depicting gatherings also works, study finds
An Ace Metrix analysis found that showing safety measures like wearing masks doesn't register a significant difference in an ad's reception.
By Peter Adams • Nov. 19, 2020 -
Explore the Trendline➔
sefa ozel via Getty Images
TrendlineAI 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 -
YouGov: Top brands reflect consumers' pandemic priorities
With consumers spending more time at home, the rankings reflect an emphasis on cooking, cleaning, home improvement, e-commerce and streaming.
By Aaron Baar • Nov. 19, 2020 -
ANA: Gender diversity in ad industry improves, while ethnic inclusion stalls
The percentage of female CMOs grew to 52% this year from 47% last year, while ethnic diversity changed little despite renewed calls for inclusion.
By Robert Williams • Nov. 18, 2020 -
57% of US consumers would forego marketing personalization to protect their data
Findings from The Conference Board show marketers walk a fine privacy line, as 20% of global consumers have ditched a brand over its data practices.
By Peter Adams • Nov. 17, 2020 -
Photo illustration by Danielle Ternes/Marketing Dive; photograph by fizkes, Nicola Katie and Urfinguss via Getty Images
Deep DiveIs the DTC brand aesthetic bad for business?
Sans serif font and bright colored backgrounds are hallmarks of digitally native brands, but it may not matter if they all look the same.
By Cara Salpini • Nov. 16, 2020 -
Retrieved from Coolhaus on March 26, 2020
OOH ads could sway shoppers on Black Friday and Cyber Monday, study says
Among people planning to spend at least half their holiday budget on the two key shopping days, 58% report interest in ads featuring QR codes, NFC tags or text messages.
By Natalie Black (Koltun) • Nov. 16, 2020 -
Dentsu reinforces data's role in video creative
An expanded partnership with VidMob helps brands leverage computer vision and machine learning to optimize creative in real time across channels.
By Robert Williams • Nov. 11, 2020 -
40% of marketers now use shoppable video ads, underpinning 'storeless' economy
The IAB found "shoppable media" will be the fastest-growing advertising category as people buy more from livestreams and other interactive ad formats.
By Robert Williams • Nov. 10, 2020 -
Amazon ads have 20% higher ROI than average brand marketing, study finds
Nearly half of paid display ads on the platform impact sales elsewhere, further demonstrating the new omnichannel reality of shopping and advertising.
By Chris Kelly • Nov. 10, 2020 -
Heineken merges creative, data and brand experiences in agency model shakeup
Executives said Le Pub, a bespoke agency powered by Epsilon and Publicis Sapient, was inspired by operational shifts made in response to COVID-19.
By Aaron Baar • Nov. 6, 2020 -
Non-political ads find common ground among Democrats and Republicans, analysis finds
Despite a divided landscape, adherents of both parties favor many of the same non-political ads, including a few purpose-driven themes.
By Aaron Baar • Nov. 3, 2020 -
Forrester: AI, automation will shrink ad agencies in 2021
Agencies could look different in the future, boasting more entrepreneurialism and creative support not just for CMOs but the broader c-suite as well.
By Robert Williams • Oct. 28, 2020 -
Forrester: Marketing will shift to localized, loyalty-based efforts in 2021
Greater difficulties in tracking consumers and a weaker economy may drive strategic changes, including brands trimming budgets for sports sponsorships.
By Robert Williams • Oct. 27, 2020 -
Growth rate for ad spending on e-commerce sites will max out in 2020, eMarketer finds
The pandemic has accelerated the pace of brands placing ads on e-commerce sites, with the next wave of players expected to include eBay and Etsy.
By Aaron Baar • Oct. 23, 2020 -
Unilever plans spending jump on 'manpower-intensive' digital marketing
CEO Alan Jope highlighted the effectiveness of digital campaigns in Q3, including steps to ensure its ads were seen in brand-safe environments.
By Robert Williams • Oct. 23, 2020 -
Amazon, Spotify, Netflix see big gains in brand value during pandemic, study finds
A quickly changing landscape has created opportunities for some brands — especially those with a digital focus — to gain value.
By Robert Williams • Oct. 21, 2020 -
Retrieved from YouTube on October 16, 2020
Nielsen adds ratings for YouTube CTV ads as digital viewing surges
The move can help Nielsen bring together viewer data that may be siloed across platforms, so advertisers can better measure campaign effectiveness.
By Aaron Baar • Oct. 16, 2020 -
CMOs must decipher pandemic-related consumer behavior changes, Dentsu survey finds
While more than half of chief marketers have been affected by the health crisis, there are stark differences between how prepared and unprepared executives are handling the challenges.
By Chris Kelly • Oct. 15, 2020 -
Retrieved from Ace Metrix on October 08, 2020
Wells Fargo cracked empowerment formula as advertising heated up in Q3, analysis finds
Typically a quiet period, Q3 was busier this year as many brands played catch-up after keeping their powder dry in the early days of the pandemic.
By Tatiana Walk-Morris • Oct. 8, 2020 -
Courtesy of Kroger
Social listening enabled Kroger's speedy pandemic marketing response
Focusing on the channel helped America's largest grocery chain develop a three-pronged playbook that's kept it reactive to continued volatility, executives said during Advertising Week.
By Peter Adams • Oct. 7, 2020 -
How Kraft Heinz, MolsonCoors and L'Oréal make the most of CTV's pandemic-related growth
As media consumption habits quickly change, executives from major brands detailed the opportunities that connected TV provides during an Advertising Week panel.
By Chris Kelly • Oct. 7, 2020 -
P&G's pledge for social change embraces 'progress, not perfection'
In the wake of the pandemic and protests sparked by racial injustice, the bar is higher for purpose-driven marketing to have the same impact as years past, panelists said during Advertising Week.
By Natalie Black (Koltun) • Oct. 7, 2020 -
Retrieved from Kimberly-Clark on October 06, 2020
How Kimberly-Clark navigates a digital ecosystem where every ad platform is a walled garden
The Huggies marketer spoke at Advertising Week about how digital is getting more complicated with the death of cookies and as traditional retail partners enter the same fray as Google and Amazon.
By Peter Adams • Oct. 6, 2020 -
Christopher Doering/Marketing Dive
Candy ad spend decreases 19% while product sales increase before Halloween
The effects of the pandemic are being felt on candy advertising, with data from market researcher Numerator suggesting that companies are running smaller digital campaigns, rather than large TV buys.
By Tatiana Walk-Morris • Oct. 5, 2020
Previous
