Deep Dive
Industry insights from our journalists
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Courtesy of CIMM
Meet the 4 firms setting the agenda for measuring TV ads amid rapid change
Battles around big data and panels continue as currency certification efforts pick up and the possibility of consolidation looms.
Chris Kelly • April 8, 2024 -
Anna Moneymaker / Staff via Getty Images
Why the latest TikTok ban attempt is different — and what it means for marketers
A ban could benefit Meta, weakening competition and options for advertisers, while a potential suitor will need to be well-versed in data management.
Jessica Deyo • March 21, 2024 -
Courtesy of Dunkin'
‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues
Brands that forged true connections to culture broke through the clutter of a broadcast heavy with sociopolitical messages from some advertisers.
Peter Adams and Chris Kelly • Feb. 12, 2024 -
Justin Sullivan / Staff via Getty Images
What Apple’s adoption of RCS for iPhones could mean for marketers
Businesses using the richer text messaging format are expected to drive global operator revenue of RCS to $8 billion in 2025 on the heels of Apple’s move.
Jessica Deyo • Jan. 25, 2024 -
CreativaImages via Getty Images
How generative AI could solve the cookie deprecation puzzle in 2024
Marketers could turn to artificial intelligence to solve for the tracking and targeting issues caused by the death of the third-party cookie.
Chris Kelly • Jan. 16, 2024 -
simplehappyart via Getty Images
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.
Jessica Deyo • Jan. 11, 2024 -
CreativaImages via Getty Images
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.
Peter Adams, Jessica Deyo, Chris Kelly and Sara Karlovitch • Jan. 9, 2024 -
Courtesy of McDonald's USA
How the best marketing campaigns of 2023 mastered pop culture nostalgia
Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.
Chris Kelly, Sara Karlovitch and Jessica Deyo • Nov. 29, 2023 -
Justin Sullivan/Getty Images via Getty Images
Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?
High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”
Peter Adams • Nov. 28, 2023 -
Courtesy of Sam's Club
Sleigh the season: Will caution stifle the holidays or can marketers win?
Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.
Jessica Deyo • Nov. 16, 2023 -
Permission granted by Stanley
The rise of the Stanley tumbler: How a 110-year-old brand achieved viral success
Historically marketed to workmen and outdoorsmen, the brand unlocked the power of women selling to women with the help of a group of influencers.
Caroline Jansen • Nov. 14, 2023 -
Sean Gallup / Staff via Getty Images
Retail media’s standardization race is heating up — what’s at stake?
Calls for industry unity are growing as marketers stamp their feet about its fragmentary state, but the push for shared best practices faces an uphill battle.
Peter Adams • Aug. 17, 2023 -
Courtesy of American Eagle
Back-to-school 2023: Can marketing transcend the turbulence?
Top marketers from American Eagle and Amazon weigh in on strategy as the season’s spending forecast paints a gloomy picture.
Jessica Deyo • Aug. 8, 2023 -
Permission granted by Dunkin'
6 campaigns that broke through the creative rut of H1 2023
Though tightened advertiser budgets have spurred a sense of dullness, bets on buzzy tech, experiential displays and major refreshes seized the moment.
Peter Adams and Jessica Deyo • July 11, 2023 -
Joe Raedle/Getty Images via Getty Images
Culture wars rage on, forcing marketers to decide whether to reevaluate or retrench
The dual forces of the backlash to inclusive marketing and the rapid rise of generative AI could lead marketers to reconsider the role of brands and how to advertise in H2 and beyond.
Chris Kelly and Shaun Lucas • July 11, 2023 -
Shaun Lucas/Marketing Dive
Marketing in 2023: H1 by the numbers
Measurement uncertainty, budget changes and platform shifts were top of mind.
Jasmine Ye Han • July 11, 2023 -
Daphne Howland/Marketing Dive
How Target went from loud and proud — to silent
The retailer remains quiet after pulling some Pride merchandise due to safety concerns. LGBTQ+ groups and marketers say that sends the wrong message.
Daphne Howland • June 7, 2023 -
Courtesy of Maybelline
How legacy beauty brands are aging down to reach Gen Z
Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L'Oréal to draw from a new playbook.
Jessica Deyo • June 2, 2023 -
Retrieved from Unsplash on July 22, 2021
Mythbusting the JIC, weaponizing the MRC: What’s up with measurement?
Execs from a new industry consortium focused on persistent measurement issues have been touting their rapid progress and Nielsen's potential role.
Chris Kelly • May 15, 2023 -
Photo illustration: Bazooka Candy Brands; Industry Dive
How Bazooka Gum uses nostalgia to drive sweet success
More than 75 years after the iconic pink bubble gum first launched, it’s still popular for the flavor, texture and comics that made it famous — and that isn't likely to change.
Megan Poinski • April 19, 2023 -
Kinwun via Getty Images
Will metaverse marketing survive the current tech rout?
Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.
Peter Adams • April 5, 2023 -
Courtesy of Rémy Martin
A new era for alcohol advertising gets a slow start
AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.
Sara Karlovitch • Feb. 17, 2023 -
Retrieved from M&M's on February 13, 2023
‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled
Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.
Peter Adams and Chris Kelly • Feb. 13, 2023 -
RainStar via Getty Images
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.
Chris Kelly • Jan. 30, 2023 -
Spencer Platt / Staff via Getty Images
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.
Peter Adams, Jessica Deyo and Sara Karlovitch • Jan. 18, 2023
