The following is a guest post by James Lancaster, global brand experience lead for Lysol at Reckitt. Opinions are the author’s own. CPG brands are undergoing a massive step change. Gone are the days when a CPG’s engagement with its shopper was confined to on-shelf and TV ads. Brands are […]
marketers
Can marketers crack the code on gaming as audiences diversify?
Gaming’s climb to the top of the entertainment heap has been accelerated by the pandemic, yet marketing still feels like it’s playing catch-up with an industry that estimates suggest makes more than sports and movies combined. A recent crop of specialist events and tech investments demonstrate that brands and publishers […]
How QSR marketers are riding the plant-based food wave
After years of stratospheric growth, plant-based foods are expected to continue comprising a bigger share of menus, plates and stomachs, potentially growing from a $29.4 billion market in 2020 to more than $162 billion in 2030, per Bloomberg Intelligence. The shift has even impacted the QSR industry, with Chipotle and […]
Ukraine war tests whether marketers can address crisis meaningfully
UPDATE: March 4, 2022: This story has been updated to include information about WPP’s intentions to wind down operations in Russia, which were announced shortly after publishing. Consumers want brands to take concrete measures addressing Russia’s invasion of Ukraine, a reflection of growing public awareness of the influence companies wield over […]
How publisher pushback on Google’s AMP impacts marketers
More publishers are looking to drop a Google technology that had been touted as a way to speed up downloads for mobile web pages and improve their appearance on smartphone screens. The move away from Google’s Accelerated Mobile Pages (AMP) may give marketers more flexibility in the kinds of advertising […]
What marketers can expect in 2022 amid continued uncertainty
As the country approaches the start of a third year under a pandemic, marketers still face a raft of new challenges — supply chain disruptions, labor shortages, inflationary pressures — even before factoring in the need to address pre-pandemic issues like Google’s planned deprecation of third-party cookies that loom on […]
Olympics present multiple challenges for marketers beyond COVID
If it feels like it was only a few months ago we were celebrating the end of the 2020 Summer Olympic Games, that’s because we were. Regardless, it’s time to gear up for another Olympiad this February, though you might not know it from the marketing run-up. Diplomatic protests, COVID […]
Can restaurant marketers get digital right while facing panoply of pressures?
Heading into a new year, restaurants are not only still feeling the effects of the pandemic, but are also grappling with labor, supply chain and inflationary issues that affect their marketing. While these pressures are being felt across industries, restaurants also face a set of unique challenges like increased competition […]
Consumers and marketers at odds over ad preferences, Kantar study finds
Dive Brief: Marketers worldwide tend to prefer advertising on established digital platforms such as YouTube, contrasting with consumer sentiment that’s generally more positive about advertising they see on newer platforms like TikTok, Kantar found in a study shared with Marketing Dive. Social video app TikTok was No. 1 globally in […]
Marketers spend $100M on ads as live sports return to TV
Dive Brief: Marketers have spent almost $100 million to advertise during national broadcasts of live games as professional sports return to television after temporarily suspending seasons due to the pandemic. More than 500 advertisers spent that amount during NBA, MLB and NHL games, per research that MediaRadar shared with Marketing […]