1. Trends & External Forces

Lower-funnel marketing accelerates amid flagging economy, IAB finds

Written by Posted on Less than 0 min read

With tariff fears growing, IAB revised its 2025 ad spend forecast down. 

View Original Article
Post Views: 39
Member since
Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily email newsletter, website, and app cover topics such as marketing technology, advertising creative, social media, video marketing, analytics and measurement, mobile marketing, and more. Marketing Dive is a leading industry publication operated by Industry Dive. Our business journalists spark ideas and shape agendas for 11+ million decision-makers in the most competitive industries.
Do you like MarketingDive's articles? Follow on social!

More from MarketingDive

  1. Corporate Strategy

How challenger brands can stand out with fewer marketing swings

Dan Eisenberg, CMO at Chicago-based agency Blue Chip, discusses how brands such as Emerald Nuts compete against corporate giants. View Original Article Dept. Grocery Executives Post Views: 26 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and […]
< 1 min read
0
  1. Media & Marketing

IAS touts ‘linear-like’ transparency with CTV ad measurement solutions

Total TV offers advertisers show, genre, rating, language and program-level data across platforms including Disney, Paramount and Amazon Prime Video. View Original Article Amazon Data & Insights Marketing: Broadcast Marketing: Loyalty & Subscription Pricing & Promotions Streaming Post Views: 44 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism […]
< 1 min read
0
  1. Corporate Finance

Martin Sorrell’s outlook on AI, media transparency and agency upheaval

The S4 Capital founder and executive chairman sounds off on the Publicis-Trade Desk spat, the “brutality” of Omnicom’s IPG takeover and more. View Original Article Agencies AI Executives Results & Investment Technology & Innovation Post Views: 37 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into […]
< 1 min read
0
  1. Data & Insights

Almond Breeze jabs at AI-generated slop with the Jonas Brothers

New videos show the trio pitched shoddy AI content, like an ad of them floating in space, before settling on a more traditional endorsement. View Original Article AI Technology & Innovation Post Views: 36 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful […]
< 1 min read
0
  1. Channel: Restaurants

KFC’s brand evolution looks to set the standard for fried chicken QSRs

Global CMO Valerie Kubizniak digs into plans that include a visual refresh as the chain works to reassert itself in a category it created. View Original Article Executives Restaurants Post Views: 29 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and […]
< 1 min read
0
  1. CPG: Food

Ritz doubles down on salty positioning in second Super Bowl campaign

The Mondelēz brand continues to embrace more culturally attuned marketing with a Ritz Island ad starring Bowen Yang, Jon Hamm and Scarlett Johansson. View Original Article Holiday & Events Mondelez Post Views: 47 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends […]
< 1 min read
0
  1. Media & Marketing

Google’s ad business remains robust despite macro, regulatory threats

The platform is seeing slight headwinds from tariffs in regions that were, until recently, heavy spenders, but said it’s too early to tell the full impact.  View Original Article Google Government Post Views: 58 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and […]
< 1 min read
0
  1. Holiday & Events

Campaign Trail: Squarespace turns domain names into a noir nightmare

The brand enlisted Hollywood duo Emma Stone and Yorgos Lanthimos to break out of the “sea of sameness” in Super Bowl ads. View Original Article Holiday & Events Post Views: 27 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends […]
< 1 min read
0
  1. Channel: Mass

Walmart challenges consumer perceptions with ‘Who Knew?’ campaign

In a 60-second spot set to The Who’s “Who Are You,” “White Lotus” star Walton Goggins dishes on the retailer’s perks following a January brand refresh. View Original Article Consumers Walmart Post Views: 63 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful […]
< 1 min read
0
  1. Agencies & Vendors

Black representation drives brand opportunities: Here’s what the numbers say

Black audiences are significantly more likely to pay attention to an ad if they feel it reflects their culture, according to Nielsen research.  View Original Article Big Data Insight Providers Technology & Innovation Post Views: 43 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the […]
< 1 min read
0
  1. Shopper & Customer

American Eagle’s celebrity marketing drew outcry — and new customers

The brand defended its controversial ads with Sydney Sweeney, claiming the campaign contributed to “unprecedented” customer acquisition. View Original Article Acquisition Shoppers Post Views: 51 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The daily […]
< 1 min read
0
  1. Technology & Innovation

How marketers can tackle a new creative paradigm with connected content

Ad aversion remains a problem but better-quality experiences can drive up purchase intent, new Omnicom research finds. View Original Article Technology & Innovation Post Views: 23 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The […]
< 1 min read
0
  1. Department: Nonfood

Kit Kat protects downtime in a chaotic world with Break Brothers

The brand’s first character-driven campaign looks to appeal to people dealing with hectic work environments and return-to-office policies. View Original Article Dept. Nonfood Post Views: 57 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing and advertising. The […]
< 1 min read
0
  1. Technology & Innovation

WPP names Microsoft vet CEO in sign of AI’s rising role in advertising

Cindy Rose currently helps lead enterprise tech sales at Microsoft and joins the agency as it tries to overcome client losses and worsening macro conditions. View Original Article Agencies AI Executives Technology & Innovation Post Views: 58 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into […]
< 1 min read
0
  1. Merchandising

American Eagle offers creators rewards to keep content flowing

The AE Creator Community is anchored on a rewards system that incentivizes creators to participate in regular challenges around content sharing.  View Original Article Pricing & Promotions Post Views: 62 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping […]
< 1 min read
0
  1. Media & Marketing

Netflix hones pitch to brands with richer data, personalization tools

Plans for a clean room strategy and generative AI-assisted ad formats were outlined at the streamer’s blockbuster upfront show. View Original Article AI Data & Insights Dept. Nonfood Marketing: Direct & Personalization Strategy Streaming Technology & Innovation Post Views: 52 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism […]
< 1 min read
0
  1. Technology & Innovation

Brands’ appetite wanes for creative risk-taking, per Lions research

Weak customer insights and a lag in the reaction time to cultural moments are key reasons why marketers struggle to be boldly creative. View Original Article Big Data Data & Insights Shoppers Technology & Innovation Post Views: 62 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight […]
< 1 min read
0
  1. ESG

How Macy’s is flexing its Style Crew affiliate program beyond social media

The department store recently experimented with its Style Crew of over 600 influencers by integrating them into in-person events and direct mailers. View Original Article ESG and CSR Marketing: Social Media Post Views: 49 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful […]
< 1 min read
0
  1. Corporate Strategy

CMO role paves path to bigger leadership appointments: Spencer Stuart

Nearly two-thirds of CMOs who left their jobs were either promoted internally or moved onto a similar or higher role at a different brand. View Original Article Executives Post Views: 104 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping […]
< 1 min read
0
  1. CPG: Food & Bev

Gatorade taps Kendrick Lamar for latest extension of ‘Is It In You?’

“Lose More. Win More.” features athletes including Caitlin Clark and A’ja Wilson and pays tribute to the hard work it takes to reach icon status. View Original Article PepsiCo Post Views: 89 MarketingDive Member since February 6, 2021 Loading + Follow Following Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping […]
< 1 min read
0
Next