Deep Dive
Industry insights from our journalists
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Scott Olson via Getty Images
As retail media networks widen their scope, is a reckoning inbound?
Expanding into offsite media like open-web programmatic could alleviate supply pressures but opens a whole new can of worms for the category.
Peter Adams • July 30, 2024 -
Justin Sullivan via Getty Images
And just like that, Google won’t be deprecating cookies. What now?
The tech giant backs off plans to implement a huge shift in digital marketing that faced pushback from adland and regulators around the world.
Chris Kelly • July 23, 2024 -
Courtesy of CeraVe
6 campaigns that signaled a creative resurgence in H1 2024
As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack.
Peter Adams and Jessica Deyo • July 10, 2024 -
Courtesy of Ocean Spray
Why marketers keep refreshing brands instead of betting on splashy ads
The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.
Chris Kelly • July 10, 2024 -
Shaun Lucas/Marketing Dive
Marketing in 2024: H1 by the numbers
CMO budgets continue to fall as pressure to automate mounts and fears of signal loss reach a fever pitch.
Jasmine Ye Han • July 10, 2024 -
Courtesy of PVH Corp.
Calvin Klein’s Jeremy Allen White ads turned heads, but the biggest impact may be to the brand’s image
“The Bear” star’s images generated $74 million in media impact value amid a years-long effort by holding company PVH to make the line more desirable.
Laurel Deppen • June 27, 2024 -
Max Kegfire via Getty Images
Why marketers increasingly downplay sustainability efforts
Greenhushing on climate-related initiatives is becoming more widespread amid an intensifying regulatory environment and consumer backlash.
Nicole Ortiz • May 14, 2024 -
metamorworks via Getty Images
Legacy media makes new bets on CTV and retail media convergence
Disney’s new partnership with Walmart Connect and Amazon’s latest streaming TV ad formats demonstrate how the growing channels can work together.
Chris Kelly • May 8, 2024 -
Permission granted by Antoine Reid
Digital’s media-buying bonanza wrestles with an industry at crossroads
Cookie deprecation and a potential TikTok ban cast this year’s NewFronts in a different light while attendees noticed fewer pitches centered on content.
Peter Adams • May 6, 2024 -
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
Apple confirmed this week that RCS is coming, opening the door for marketers to include high-quality photos and videos in messages.
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
