WeWard lines up Venus Williams to stand out in fitness app crowd

Venus Williams has signed on as an investor and brand ambassador for the app, which incentivizes walking by offering rewards.

By Aaron Baar • Feb. 27, 2025

Gap and Parker Posey celebrate self-expression in spring campaign

“Feels like Gap” sees the actress star in a 90-second spot that will be amplified across digital, social media and out-of-home channels. 

By Jessica Deyo • Feb. 27, 2025

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Apple boosts MLS Season Pass with expanded content, programming

Android users can now download the Apple TV app from the Google Play app store and subscribe to MLS Season Pass using their Google Play account.

By Aaron Baar • Feb. 20, 2025

E.l.f. Cosmetics channels telenovelas for TikTok, Instagram series

"Descubre e.l.f.ecto" — or “Discover the e.l.f. effect” — is based in Mexico and comes as the cosmetic purveyor’s presence in the region grows. 

By Jessica Deyo • Feb. 20, 2025

Etsy refines search experience for ‘people that don’t speak merch’

The retailer wants to draw more customers to its app, which accounts for more than 40% of gross merchandise sales but just 25% of visits.

By Bryan Wassel • Feb. 19, 2025

Sociable: TikTok reinstated in US app stores after assurance from attorney general

Amid ongoing discussions about its future in the U.S., the app has now been reinstated for download in both the Google Play and Apple app stores.

By Andrew Hutchinson • Feb. 14, 2025

Just did it: Women-focused Super Bowl LIX ads score as other marketers falter

Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.

By Peter Adams , Chris Kelly • Feb. 10, 2025

Super Bowl LIX: Analyzing the game’s advertising and engagement data

The big game's ads, broken down by key stats reflecting cost, reach, performance and more.

By Sara Karlovitch • Feb. 10, 2025

NYX teams with DraftKings for Super Bowl LIX predictions game

Consumers can predict which pop-culture moments may happen during the game for the chance to win a share of $60,000 in prizes.

By Jessica Deyo • Feb. 6, 2025

Kia counterprograms Super Bowl with mobile game

Promoted on Instagram and TikTok, the automaker’s Kia Squares effort looks to engage big game viewers beyond the duration of a traditional ad.

By Aaron Baar • Feb. 6, 2025

As Super Bowl’s cultural cachet grows, brands look beyond in-game ads

Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.

By Chris Kelly • Feb. 6, 2025

Google’s ad revenue growth turns sluggish as industry clouds gather

A lower growth rate for YouTube came despite a U.S. election spending splurge while DeepSeek is putting pressure on generative AI initiatives.

By Peter Adams • Feb. 5, 2025

Starbucks says ‘Hello Again’ by advertising around the Super Bowl

A new spot and a free coffee promotion on the Monday after the big game are part of the chain’s marketing-powered turnaround plan.

By Chris Kelly • Feb. 5, 2025

Oreo hypes Post Malone cookie drop with new Snapchat ad format

The Mondelez marketer is the first in the snack category to take advantage of Sponsored Snaps, which include a link to make a purchase.

By Peter Adams • Feb. 5, 2025

Inside the marketing industry trends to follow in 2025

During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.

By Marketing Dive staff • Jan. 31, 2025

What marketers can expect as CTV and retail media converge in 2025

Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.

By Chris Kelly • Jan. 31, 2025

Chipotle connects SMS, social to celebrate Super Bowl ‘extras’

The fast-casual chain is also giving out free guac and queso blanco to loyalty members as it bills the day after the big game “Extra Sunday.”

By Aaron Baar • Jan. 30, 2025

Meta’s AI tools attract more advertisers as tech enters ‘defining’ year

More than 4 million advertisers are now using the company’s generative AI offerings while Meta is working to streamline its Advantage+ ad products.

By Peter Adams • Jan. 30, 2025

Knorr, Tinder wave green flag for cooking ahead of Valentine’s Day

Sixty-three percent of singles are more likely to say “yes” to someone interested in cooking, per Tinder research.

By Sara Karlovitch • Jan. 29, 2025

How E.l.f. balances entertainment, purpose to tap into a TikTok trend

In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products. 

By Chris Kelly • Jan. 28, 2025

Creators can be a full-funnel marketing tactic, Snap study finds

Conducted with OMG, the study touts Snapchat’s creator ecosystem at a time when TikTok’s future in the U.S. remains undetermined.

By Aaron Baar • Jan. 27, 2025

NYX blends music and makeup for TikTok-focused mixtape

The makeup brand is leveraging TikTok’s SoundOn platform to promote five women artists as the fate of the ByteDance platform remains uncertain.

By Jessica Deyo • Jan. 23, 2025

Consumer spend on generative AI apps hit nearly $1.1B in 2024: report

Higher spending growth rates propelled by apps like ChatGPT and Google Gemini could catapult the category into the top 10 within a year.

By Aaron Baar • Jan. 23, 2025

McDonald’s amplifies mobile app with Pokémon Happy Meal

The burger chain is again wedding pop culture and nostalgia with a Happy Meal box inclusive of a Pokémon booster pack, poster and sticker sheet.

By Jessica Deyo • Jan. 22, 2025

T-Mobile grows ads business with $600M Vistar Media acquisition

The deal will include the digital-out-of-home media company’s intelligent marketplace and technology for buying, selling and managing campaigns.

By Aaron Baar • Jan. 21, 2025