Dec. 6 - Tracking every ad for Super Bowl LVIII | ANA: Just 36% of programmatic spend reaches consumers

ANA: Just 36% of programmatic spend reaches consumers due to ‘cost waterfall’; What Coca-Cola’s generative AI experiments mean for the brand’s future; Ad-spending market continues to recover, though 2024 presents mixed picture; Pop-Tarts unveils edible mascot for inaugural bowl game View online | Signup | Forward

Daily Dive Dec.​ 6,​ 2023 | Today’s news and insights for marketing leaders   BROUGHT TO YOU BY — Quad DTC marketing trends to watch in 2024 The direct-to-consumer space continues to grow in both revenue and competition, calling for agility from marketers. Read our DTC predictions for 2024.   NOTE FROM THE EDITOR Super Bowl LVIII is still two months away, but planning for advertising’s biggest event of the year is well underway. To help you keep a pulse on what brands have in store for the big game, Marketing Dive created a Super Bowl LVIII ad tracker that we will continuously update on the road to Allegiant Stadium in Las Vegas. Be sure to tune in here ahead of the Feb. 11 kickoff for the latest news on every advertising play. After the game, don’t miss our next-day analysis of advertisers’ touchdowns and fumbles.  As always, thanks for reading. Jessica Deyo Editor, Marketing Dive Email Tracker Super Bowl LVIII: Tracking every ad Tune in here for updates on all of the brand announcements ahead of kickoff, which will take place Feb. 11 at Allegiant Stadium in Las Vegas. ANA: Just 36% of programmatic spend reaches consumers due to ‘cost waterfall’ Marketers could realize $22 billion in efficiency gains with better practices, a figure representing one-quarter of the open web market. What Coca-Cola’s generative AI experiments mean for the brand’s future Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence. Sponsored Content by Artlist Becoming a powerhouse in the creator economy: A guide for brands Read the full report for actionable insights and discover tools to enhance your video creation journey with Artlist. Ad-spending market continues to recover, though 2024 presents mixed picture GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated. UPDATED Pop-Tarts unveils edible mascot for inaugural bowl game The brand also launched an interactive “Prop-Tarts” experience to dole out free Pop-Tarts to consumers who correctly predict elements of the game. Globant’s deal for Gut points to challenges facing independent agencies While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is. Read more news Keeping Up With Influencer Marketing Trends The influencer landscape is evolving, as brands alter their approaches to how they show up as part of popular culture. Learn how to shape your 2024 influencer marketing strategy in this Trendline. Access Now From Our Library Trendline A look at the 2023 holiday shopping season Supported by Listrak Playbook Human-First Marketing: How Physical Media Moves Consumers To Buy Custom content for FedEx Playbook Unlocking International Sales with Online Marketplaces Custom content for ChannelEngine Trendline Inside the Latest Trends in Direct-to-Consumer Supported by Black Crow AI Playbook How to Use AI to Define Your Ideal Customer Profile Custom content for Terminus View all resources What We’re Reading MediaPost Dentsu Shaves Global Ad Outlook, Again Adweek Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report Digiday Agencies weigh positives and negatives to 2024 spending in an uncertain economy Suggest a story we should read Upcoming Events 07 DEC Webinar | 2 p.m. ET How to Increase Your Online Conversion Rate Presented by studioID and Bazaarvoice 07 DEC Webinar | 2 p.m. ET Multi-Shoring is a Secret Ingredient for Business Success Presented by studioID and EX Squared 13 DEC Webinar | 2 p.m. ET Riding the Data Wave? How to Get Actionable Insights in a Post-Cookie World Presented by studioID and Vericast Company Announcements Press releases from companies in your industry. Tag Appoints Dr. Balaji as Head of Medical Content for MLR Center of Excellence Press release from Tag Post a press release Dive Into a Topic Brand Strategy Mobile Creative Social Media Video Agencies Data/Analytics Influencer Marketing Ad Tech CMO Corner Share Marketing Dive: Daily Dive and get rewarded. You’ve referred 0/10 readers. Share your link: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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