Marketing Dive

Chipotle added more types of rewards to its loyalty program, including entree discounts, recurring free bonuses and a longer lifespan for points, according to a press release. Points will now remain active as long as diners make one qualifying purchase every year, as opposed to one every six months.

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The following is a guest piece written by AppsFlyer President and General Manager Brian Quinn. Opinions are the author’s own. ChatGPT ads mark the beginning of large-scale ad monetization for large language models. It’s hardly a stretch to say that it’s going to work in the short term. The audience is significant and growing, it is rich with intent signals, and the strategic rationale for marketers to test this surface is clear.

For years, a company’s sustainability story had a clear home: inside a massive, 100+-page sustainability report. These reports captured the full scope of a company’s efforts — carefully, comprehensively and all at once. But what lived in those pages didn’t always make its way into marketing campaigns that actually drove brand preference and sales.

A global beauty brand shifts a significant share of its media budget into influencer and social channels to accelerate growth with a key Gen Z audience. Engagement surges. Content performs well. Early signals look promising. Sales stall. The post-campaign review reveals something difficult to ignore: existing consumer and shopper research showed that their highest-value segments still relied heavily on in-store discovery — testing products, consulting advisors and responding to retail promotions.

For CPG brands, revenue growth doesn't always signal healthier bottom lines. Between rising input costs, complex omnichannel strategies, and evolving retailer demands, profitable growth has become harder to achieve. In some cases, it feels like brands are working twice as hard just to stand still. Leaders across food and beverage are asking the same question: Why does scaling seem to compress margins instead of expanding them? The answer often isn’t a lack of sales. It’s a lack of financial clarity.

This audio is auto-generated. Please let us know if you have feedback. The following is a guest piece written by Zoe Soon, vice president of Experience Center at the Interactive Advertising Bureau. Opinions are the author’s own. Creator marketing has flipped from amplification layer to primary growth engine, as seen with the rise of creator-first campaigns: campaigns planned around creators, with paid, social and commerce supporting them.

The Coca-Cola Co. is tapping into mobile for the launch of a multifaceted Olympic Games-themed program in the United States designed to engage on-the-go fans. The campaign is anchored by a group of high-profile U.S. Olympians and champions, known as the Coca-Cola ?Six Pack? of athletes, limited edition Olympic Games-themed packaging, mobile media and digital experiences.

As marketing ecosystems grow more complex and accountability pressures increase, programmatic advertising is at a pivotal moment. Brands and agencies are being asked to justify marketing budgets faster, optimize more precisely and demonstrate impact when campaigns are still active, not weeks after budgets are depleted. However, many programmatic workflows remain rooted in post-campaign analysis. Activation happens in one place, measurement in another and insight arrives only after outcomes are set.

In today’s age of bright lights and myriad distractions, simplicity stands out in a crowd for brands looking to connect with audiences. Savvy commercial filmmakers know the fastest way to a consumer’s heart is the honest approach. The images on screen must feel genuine and be presented in a way that allows viewers to relate and empathize.