Podcast advertising continues to be a growth area for the advertising industry. The top 500 podcasts saw a 20% increase in advertising revenue year-over-year in 2021, with increases to both the number of companies purchasing podcast ads (14%) and the retention rate of companies doing so (42%), per MediaRadar data […]
Brands
Brands invest less in promoting ads with women in professional roles, study finds
Dive Brief: Between 2020 and 2021, 58% of characters in CPG ads were female while 41% were male, according to new research by CreativeX shared with Marketing Dive. Of all female characters analyzed by the group, 44% were shown in professional settings. However, those advertisements received nearly half the spending […]
P&G stops marketing in Russia as pressure on consumer brands intensifies
Dive Brief: Procter & Gamble will suspend all media, advertising and promotional activity in Russia in response to its invasion of Ukraine, CEO Jon Moeller said in a note to employees that was later published online. The consumer packaged goods giant is also halting new capital investments in the country. […]
66% of brands spent more on creator marketing in past year
Dive Brief: Brands are increasingly shifting budgets to power creator-driven marketing campaigns, with 66% reporting they spent more on this area in the past year compared with previous years, according to a new CreatorIQ and Tribe Dynamics survey shared with Marketing Dive. Additionally, 52% noted that their creator marketing teams have […]
Can brands stay safe in the metaverse?
As the metaverse makes the leap into reality, marketers are eager to figure out where this new frontier fits into their strategies. However, there is evidence that, like with other digital platforms, as popularity grows so does the attention of bad actors like extremist or hate groups. After high profile […]
Nike, Asos, Old Navy are most inclusive brands for Gen Z, study says
Dive Brief: Nike, Asos and Old Navy are some of the brands leading the way on inclusivity and challenging gender stereotypes, according to the Gen Z Fashion Report by student affinity network Unidays. The survey was informed by a panel of more than 4,000 Gen Z students across the U.K., […]
Frito-Lay reimagines Salt-N-Pepa’s ‘Push It’ in Super Bowl ad for Flamin’ Hot brands
Dive Brief: PepsiCo’s Frito-Lay revealed the details of its co-branded Super Bowl campaign for Doritos and Cheetos Flamin’ Hot, including the full in-game spot starring musicians Megan Thee Stallion and Charlie Puth, per an announcement. The ad, previously teased through a series of trailers, depicts an explorer accidentally dropping her […]
Twitter users tire of ‘sea of same’ from brands, report finds
Dive Brief: There is little distinction between brands on Twitter, with respondents to a survey using similar words like “playful” and “funny” to describe brands, the social media platform said in a new report. Brands that rely only on humor and jokes can feel outdated, half the respondents to Twitter’s […]
Cancel culture: Trouble for brands or just noise?
Dive Brief: While about half of U.S. online adults say they’ll boycott a brand due to unethical business practices or if it mistreats employees, 25% say their loyalty to a brand may prevent them from actually doing so, according to a new report Forrester shared with Marketing Dive. Among U.S. […]
Nearly half of consumers will try new brands if the ad is relevant
Dive Brief: Nearly half (44%) of consumers report trying new brands after seeing a relevant ad, per a study by media measurement platform DoubleVerify. Younger groups prefer ads on social, while older demographics prefer traditional TV. In addition, 69% of consumers are more likely to look at an ad that […]