Social Media: Page 8
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Global mobile ad spend to reach $402B in 2024 fueled by social, creators
The total will represent a 11% increase over 2023, which saw a mobile ad spend of $362 billion, according to Data.ai’s State of Mobile report.
By Aaron Baar • Jan. 11, 2024 -
Pepsi Wild Cherry courts aging millennials as flavored soda sales pop
The campaign recognizes the group’s tamer perceptions of what’s “wild” and focuses on women who are driving growth in a key segment.
By Peter Adams • Jan. 11, 2024 -
Trendline
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 -
Deep Dive
Inside the creator marketing trends expected to go viral in 2024
Some marketers are betting creator-led advertising is the way forward, while social commerce and artificial intelligence could yield fresh potential.
By Jessica Deyo • Jan. 11, 2024 -
Deep Dive
8 predictions for 2024 as marketing seeks a new normal
Following a period of extremes, key trends like retail media and ad-supported TV could settle down while experiments in areas like AI ramp up.
By Peter Adams , Jessica Deyo , Chris Kelly , Sara Karlovitch • Jan. 9, 2024 -
Column
Campaign Trail: Pop-Tarts’ edible mascot made ‘ultimate sacrifice’ to win bowl season
The Kellanova brand dominated social media with a game-day activation that embraced dark, weird humor.
By Chris Kelly • Jan. 5, 2024 -
Peloton brings fitness classes to TikTok in bigger push for Gen Z
A co-branded content hub will reinforce the embattled fitness marketer’s recently introduced brand positioning around accessibility.
By Peter Adams • Jan. 4, 2024 -
Snap names Samba TV measurement partner in pitch to entertainment advertisers
The move will offer marketers new insights around the success of their campaigns in driving viewers to linear and streaming programs.
By Jessica Deyo • Jan. 4, 2024 -
Bounty and NFL greats clean up after wings and football talk
The Procter & Gamble paper towel brand is out with exclusive social content in the lead up to the Super Bowl.
By Sara Karlovitch • Jan. 4, 2024 -
Instagram Reels outperforms TikTok, Facebook for branded video content, report says
The findings from Emplifi reflect a shift in Instagram Reels performance rates, with longer videos outperforming short-form content.
By Aaron Baar • Dec. 21, 2023 -
Zacapa rum highlights female empowerment in 1st global campaign
“Lips to Soul” will be supported by out-of-home activations, primarily Facebook and Instagram paid social media advertising, events and TV in select markets.
By Sara Karlovitch • Dec. 20, 2023 -
How the pairing of Pringles and caviar went viral on TikTok, Instagram
The Kellanova potato chip teamed with The Caviar Co. and tapped into the cultural zeitgeist to create a “new snacking occasion.”
By Christine Blank • Dec. 20, 2023 -
Column
Sociable: Is X seeing more usage? New reports indicate rising web traffic
Various sources suggest that the platform formerly known as Twitter is seeing more traffic, but is that the whole story?
By Andrew Hutchinson • Dec. 19, 2023 -
Sponsored by Wizz
3 ways your brand can build community with Gen Z on social media
The perfect holiday gift for your marketing team: the definitive guide to marketing to Gen Z in 2024.
Dec. 19, 2023 -
YouTube reinforces brand safety for growing Shorts format
New capabilities from Integral Ad Science and DoubleVerify will help ensure ads on Shorts run near suitable content.
By Jessica Deyo • Dec. 14, 2023 -
Frito-Lay reaffirms commitment to diverse creators with new campaign
Created with Michael B. Jordan’s agency Obsidianworks, “My Joy” highlights rising creators and will run on platforms including Meta and YouTube.
By Chris Kelly • Dec. 12, 2023 -
Dentsu: Ad market to grow 4.6% as brands priortize attention over reach
An increasingly fragmented media landscape and higher volume of ads have driven up the costs to reach individual consumers.
By Peter Adams • Dec. 11, 2023 -
Twitch launches annual recap with new game, marketing push
The Amazon-owned platform’s end-of-year community recap is being bolstered by a side-scroller game and custom creative on social media.
By Sara Karlovitch • Dec. 11, 2023 -
Advertisers will ramp up spend on creators in 2024, IAB forecasts
Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.
By Jessica Deyo • Dec. 7, 2023 -
Column
Sociable: The age of virtual influencers is coming, bringing new considerations for brands
The next stage of virtual influencers could make it increasingly difficult to differentiate real from fake.
By Andrew Hutchinson • Dec. 7, 2023 -
Ad-spending market continues to recover, though 2024 presents mixed picture
GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated.
By Peter Adams • Dec. 4, 2023 -
Mars brand Excel Gum uses ASMR to relieve studying stress
Running in Canada, the “Excel Study Beats” program leverages creators to share soothing gum content across TikTok, YouTube and Spotify.
By Aaron Baar • Nov. 30, 2023 -
Gillette encourages gamers to ‘hit reset’ for global campaign
The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.
By Jessica Deyo • Nov. 30, 2023 -
Column
Sociable: Musk tells advertisers to ‘go f--- yourself,’ calls X boycott ‘blackmail’
X’s owner apologized for antisemitic posts but bristled over advertisers' response during an interview at the New York Times DealBook Summit.
By Andrew Hutchinson • Nov. 30, 2023 -
McDonald’s reinvents McNugget Buddies for streetwear-minded adults
The chain teamed with Kerwin Frost to reinvent the iconic Happy Meal collectibles, which will land on Instagram and be part of a Snapchat AR lens.
By Chris Kelly • Nov. 29, 2023 -
Cheez-It amps up Citrus Bowl sponsorship with in-stadium barbershop, spa
A TikTok challenge for showing off brand-inspired game day looks rounds out the college football play from the Kellanova brand.
By Peter Adams • Nov. 29, 2023