Peter Adams, Marketing Dive

Peter Adams

Marketing Dive

Washington, DC, United States

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Past:
  • Marketing Dive
  • Supply Chain Dive
  • Food Dive
  • Mobile Marketer
  • Smart Cities Dive
  • Retail Dive
  • HR Dive

Past articles by Peter:

Campaign Trail: Duracell swaps product focus for emotionally led holiday ads

Along with changing up its messaging strategy, the battery marketer is taking a different approach to social with a spotlight on its new TikTok creator program. → Read More

Heineken tests attention-based metrics to track sponsorship success

Using a new APM measure, the beer marketer saw better-than-expected results and achieved the highest level of brand recall among Rock in Rio sponsors. → Read More

Meta revenue declines again while metaverse skeptics sound alarm

Investors and analysts alike are growing more vocal in questioning the costly technology pivot, viewing it as distracting from business fundamentals. → Read More

Netflix’s ad tier is barebones at launch, but cheaper than Disney’s for viewers

Now confirmed to launch in early November, the service includes partnerships with DoubleVerify, Integral Ad Science and Nielsen and is “nearly sold out” of inventory. → Read More

TikTok shoots for movie studio budgets with new Showtimes ad format

For its TikTok World summit, the app also showcased a feature where brands only pay if their ad is viewed or interacted with within 6 seconds. → Read More

Google search expansion could be wake-up call for marketers

A heavier push beyond traditional text-based search into visual and multi-media areas comes amid the rise of apps like TikTok and Reddit. → Read More

Walmart aims to shift Gen Z perceptions with expansive Roblox play

Interactive virtual spaces going live ahead of the holidays cater to different product interests, with a beauty and cosmetics section among the first. → Read More

Apple Music to sponsor Super Bowl Halftime Show as services take spotlight

The deal speaks to how business areas beyond the iPhone are becoming more important, with Apple reportedly also seeking an NFL streaming package. → Read More

Apple tees up bigger search ads push ahead of holidays

New media placements in the App Store follow a report indicating the iPhone maker’s privacy changes have boosted adoption of its search ad products. → Read More

Amazon expands email marketing tools for brands seeking new customers

Brands can email message directly to shoppers who don’t follow them by using the free Tailored Audiences tool, which is currently in beta. → Read More

SodaStream shakes up brand to better recognize interests like mixology

A top-to-bottom revamp for the PepsiCo subsidiary introduces a new S-shaped logo, color palette and premium product line. → Read More

Pepsi’s branded tiny home delivers tricked-out NFL fan cave

The Pepsi 18 Week Pack is part of a sweepstakes run through Instacart, an increasingly important e-commerce partner for the longtime league sponsor. → Read More

Wendy’s latest ‘Rick and Morty’ crossover opens portal to Uber Eats

Delivery continues to be a focus of the partnership as the reference-heavy Adult Swim series enshrines its place in the pop culture conversation. → Read More

Bud Light helps football fans cover beer costs to celebrate NFL’s return

A new “Kickoff Beers” campaign mixes the sound of a can cracking open into the league’s theme and features weekly Cash App sweepstakes. → Read More

TikTok streamlines social commerce with 3 new ad formats

A solution called Shopping Ads seeks to boost the discovery of products and live shopping events ahead of the key holiday window. → Read More

Unfazed by gaming’s slowdown, marketers await more robust tools

At a virtual IAB roundtable, brands and agencies signaled bullishness around the category even as sales taper off and new releases remain sparse. → Read More

Walmart picks Paramount as streaming partner for membership plan

Starting in September, Walmart+ customers can access the ad-supported Paramount+ Essential tier at no extra cost. → Read More

Disney+ outlines ad-supported streaming plan as viewers grow picky

The option won’t actually be cheaper than the current ad-free version, which is receiving a price hike amid a more challenging streaming market. → Read More

Lyft rides into media network race as ride-hailing rebounds

Lyft Media streamlines offerings across the company’s vehicles, bikeshare network, mobile app and in-car tablets. → Read More

Meta revenue declines for first time amid complex bid to monetize Reels

Though the TikTok lookalike passed a $1 billion revenue run rate, it represents a “headwind” in drawing attention away from more mature offerings. → Read More