TikTok's new premium ad unit aligns brands with top 4% of videos

TikTok Pulse is bought at a fixed CPM and on a reservation basis, speaking to the app’s efforts to cater to deeper-pocketed advertisers at the NewFronts.

By Peter Adams • May 5, 2022

Snapchat partners with Cameo to streamline brand-creator ad deals

Mattress Firm, Molson Coors and Kraft have been beta testing the program, letting them draw on over 45,000 personalities for custom video ads.

By Peter Adams • May 4, 2022

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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

How Coke and Pepsi's rivalry shaped marketing — and where it goes next

As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition.

By Peter Adams • May 3, 2022

TikTok deepens AR investment with Camera IQ tools

Estée Lauder’s Smashbox and Cartoon Network piloted the new tech, the latter of which notched 4 million views from an AR effect without paid promotion.

By Robert Williams • April 28, 2022

Facebook sees users grow again while metaverse bets gain traction

Wendy's recent activation in Horizon Worlds drew 52 million visitors, a promising development as Meta's broader ad business continues to slow.

By Peter Adams • April 28, 2022

YouTube drags down Google performance as challenges pile up

The video platform severely missed revenue expectations in the first quarter amid the war in Ukraine and ongoing Apple headwinds.

By Peter Adams • April 27, 2022

Malibu calls for eternal summer with new campaign

The social-heavy push attempts to extend the drink's popularity beyond the summer months and build on recent growth.

By Sara Karlovitch • April 26, 2022

What marketers should consider when it comes to metaverse brand safety

As the metaverse becomes a bigger part of strategy, marketers should be aware of the risks of emerging platforms, according to the Oasis Consortium's Tiffany Xingyu Wang.

By Sara Karlovitch • April 26, 2022

What Elon Musk's Twitter takeover means for advertisers

The Tesla CEO's stated mission around preserving "free speech" tees up looser content moderation policies on a platform already infamous for toxicity.

By Peter Adams • April 26, 2022

Degree boosts inclusivity in metaverse with virtual marathon

The Unilever deodorant brand is working with Decentraland to help create a standard of inclusivity and representation in the metaverse.

By Chris Kelly • April 25, 2022

Snap's ad business challenged as global chaos adds to Apple headwinds

While the Ukraine war and inflation are impacting revenue, the Snapchat owner has secured upfront commitments more than 60% higher than last year.

By Peter Adams • April 22, 2022

Spot Pet Insurance employs Cameo for star-studded campaign

The company is teaming with talent like Lindsay Lohan, Gabby Douglas and Erin Andrews to produce social media-friendly videos to promote its insurance.

By Sara Karlovitch • April 21, 2022

Unilever tightens restrictions on food marketing targeted at kids

A more stringent policy recognizes the power of social media and influencers, with the Ben & Jerry's marketer pledging it won't message to those under 16.

By Peter Adams • April 21, 2022

Tide's 'Doctor Strange' ads connect MCU to past marketing

The P&G label links the storied superhero franchise to its own universe with teasers drawing on the "It's a Tide Ad" Super Bowl campaign.

By Peter Adams • April 20, 2022

What Gen Z wants to see from brands as metaverse attachments grow

A new study finds a third of the group desires branded stores, while receptivity to in-game advertising ranked low.

By Peter Adams • April 19, 2022

Jameson takes over 'orange' on Pinterest to introduce new whiskey

As part of its collaboration, Jameson Orange content will appear when users search for "orange aesthetic" and "orange chicken," among other topics.

By Sara Karlovitch • April 19, 2022

Meta leans into monetizing Horizon Worlds VR platform

The social media giant will reportedly take a 47.5% cut of virtual assets sold by creators on Horizon Worlds, which is a bet on the potential of the metaverse. 

By Sara Karlovitch • April 14, 2022

TikTok set to surpass combined ad revenues of Twitter, Snapchat

Despite the app's impressive growth, it's still relatively small in terms of global digital ad share, with Google boasting a nearly 30% share and Meta at 21%.

By Natalie Black (Koltun) • April 14, 2022

Betches parlays social media acumen into canned cocktail line

As the ready-to-drink cocktail space continues to boom, companies of all stripes are vying for a slice of the market.

By Sara Karlovitch • April 13, 2022

Skullcandy keys into music, self-expression in yearlong social push

"Find Your Frequency" will feature one theme each month, spotlighting ambassador tie-ins that illustrate how music can inspire living authentically.

By Natalie Black (Koltun) • April 7, 2022

New Balance among brands trying on Twitter's first 3D product ads

Three new formats seek to make brand experiences more interactive on the platform, with a focus on driving actions like a purchase. 

By Peter Adams • April 1, 2022

How Express drove revenue gains, 20% traffic bump with digital experiences

After adding more modern shopping features and functionalities in its app, the retail brand saw average order value rise 27% from a year earlier.

By Robert Williams • March 31, 2022

McDonald's Norway displays 'iconic trash' in bid to reduce littering

Developed with NORD DDB, WergelandApenes and OMD, warts-and-all ads depict the chain's packaging as street rubbish.

By Peter Adams • March 29, 2022

Tommy Hilfiger, DKNY and other brands to participate in Metaverse Fashion Week

Brands are staking their territory in the metaverse, but the concept and tech underpinning it have yet to fully take shape.

By Tatiana Walk-Morris • March 24, 2022

Meta tops TikTok in mobile ad performance after Apple's ATT changes

Meta's move to the top spot suggests its system for measuring ad activity improved between July and December, AppsFlyer found.

By Natalie Black (Koltun) • March 24, 2022