Deep Dive: Page 4
Industry insights from our journalists
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As NFL kicks off 2nd pandemic season, sports marketers exercise cautious optimism
Even as concerns persist around the delta variant, brands feel more confident about their strategies, including the return of experiential tactics and expansion into sports betting.
Peter Adams • Sept. 15, 2021 -
Sam Wasson via Getty Images
Can agencies adapt as the future of work takes shape?
Attracting and retaining talent has been complicated by the shift to remote work and demands for better work-life balance, forcing agencies to be more flexible.
Chris Kelly • Aug. 23, 2021 -
Spencer Platt via Getty Images
Amid back-to-school uncertainty, marketers pin hopes on digital precision and renewed demand
Where people are buying is changing dramatically, extending well beyond the usual suspects such as Amazon to social media platforms that are expanding their commerce capabilities.
Peter Adams • Aug. 2, 2021 -
Courtesy of Roku
Unusual Olympics put digital, mobile marketing tactics to the test
Dwindling viewer interest and the absence of live spectators this year mean brands must get more innovative to stand out.
Asa Hiken • July 27, 2021 -
Courtesy of Mtn Dew
9 campaigns that showed marketers staying nimble despite haze of H1 2021
As consumers navigate the stop-start nature of pandemic recovery, some brands have proved adept at addressing their anxieties and tech needs by offering a dose of optimism, in-person events or NFTs.
Peter Adams and Asa Hiken • July 13, 2021 -
Courtesy of Cutwater Spirits
As canned cocktails boom, marketers eyeing longevity face new challenges
The explosive category is nearing an inflection point that will force marketers to focus on deepening brand identity and targeting millennial drinkers.
Asa Hiken • July 7, 2021 -
Permission granted by Win Brands Group
The rise of DTC holding companies
Growing multiple brands under one umbrella allows companies to more effectively and efficiently scale them by providing resources and knowledge.
Caroline Jansen • June 30, 2021 -
David Paul Morris via Getty Images
What's next for the ad industry as Google gives third-party cookies a stay of execution
Google kicked the can down the road with its latest privacy decision, but brands, agencies and the ad tech industry can't rest on their laurels.
Chris Kelly • June 25, 2021 -
Permission granted by Peace Out
The business of normalizing taboo topics
From periods and acne to sex toys and toilet plungers, DTC brands are out to disrupt every eyebrow-raising industry under the sun.
Maria Monteros • June 8, 2021 -
Fair use
Celeb-backed agencies are ready for their close-ups
Shaq, Ryan Reynolds, Tony Hawk and Dwayne Johnson are putting their star power behind marketing agencies that are more than just vanity projects.
Aaron Baar • May 24, 2021 -
Retrieved from Taco Bell on August 20, 2020
Yum ramps up transformation with new tech deals. How will they impact marketing?
Broader trends in the QSR category and changing media consumption habits could herald a bigger focus on performance marketing, experts suggest.
Peter Adams • May 12, 2021 -
FilmMagic for YouTube
Digital media's big show loses some glitz just as streaming explodes. Maybe that's not a bad thing
The NewFronts presentations are all-virtual for the second year, but some media buyers don't miss the often hectic in-person event and are excited about innovations in areas like e-commerce.
Peter Adams • May 3, 2021 -
Courtesy of Old Spice
Why brands like Neutrogena and Old Spice are rushing to build internal content studios
While people seek ad-free platforms like streaming services, brands angle to meet the appetite for programming — but they must avoid navel-gazing.
Peter Adams • April 20, 2021 -
Courtesy of Roku
What AVOD's growth means for marketers in search of evolving consumers
As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.
Chris Kelly • April 13, 2021 -
Fotolia
Brands grow bolder with marketing M&A to fill steep orders on data, e-commerce
An emergence of "asynchronous buyers" like Yum Brands and Walmart speaks to how marketers are asserting more control in the face of an uncertain future.
Peter Adams • March 23, 2021 -
Permission granted by Brinker International
For restaurant chains, marketing virtual brands poses equal challenge and opportunity
Companies including Chili's parent Brinker International have launched off-premise brands to meet evolving diner demands during the pandemic.
Chris Kelly • March 16, 2021 -
Fotolia
Clip or click? How the pandemic has changed the print vs. digital coupon debate
While the demise of paper coupons has been predicted amid a broader shift to digital, the future may not be so straightforward.
Shane Schick • March 15, 2021 -
Photo by Simon Abrams on Unsplash
CMOs reflect on how COVID has reshaped marketing 1 year in — and what they would've done differently
As the U.S. rounds a key milestone, industry leaders dish on switching up strategy during the crisis and getting sick of words like "unprecedented."
Peter Adams, Natalie Koltun and Chris Kelly • March 8, 2021 -
Courtesy of Lowe's
Brands get back together with experiential marketing in time for Valentine's Day
Dunkin', White Castle and Lowe's are among the brands offering in-person experiences designed to be memorable and safe. But are consumers ready?
Aaron Baar • Feb. 10, 2021 -
Courtesy of Jeep
Super Bowl LV ads highlight marketers' disconnect with reality
Advertisers strained to deliver a message with mass appeal or even to entertain — with a few notable exceptions — on what's supposed to be their biggest night.
Peter Adams, Chris Kelly and Natalie Koltun • Feb. 8, 2021 -
Courtesy of Chipotle
Super Bowl's status as marketing bellwether diminished as brands play it safe
Some of the biggest announcements so far are advertisers like Budweiser sitting out, but newcomers — particularly brands boosted by the pandemic — are also jumping on the opportunity.
Peter Adams • Jan. 26, 2021 -
8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger
Brands will continue to feel pressure to fill gaps during a patchwork pandemic recovery, while digital channels like streaming and gaming have become enshrined as consumer favorites.
Peter Adams, Chris Kelly and Natalie Koltun • Jan. 4, 2021 -
John Hazard and Lisa Burdige
Facebook antitrust cases could accelerate power balance shift for social media
A landmark lawsuit filed by the FTC pushes for the tech giant to spin off Instagram and WhatsApp. But cracks were already forming in Facebook's armor, and rivals like TikTok could smell opportunity.
Peter Adams • Dec. 10, 2020 -
eldinhoid via Getty Images
CPG 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.
Peter Adams • Nov. 23, 2020 -
Photo illustration by Danielle Ternes/Marketing Dive; photograph by fizkes, Nicola Katie and Urfinguss via Getty Images
Is 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.
Cara Salpini • Nov. 16, 2020
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