ANA Members Pick the 2014 Marketing Word of the Year

December 5, New York, NY — For the first time, the ANA surveyed its members to identify the marketing word of the year. Voting took place online between November 24 and December 2. In total, 349 members participated. “Programmatic” received the most votes. 

Programmatic buying has been covered extensively by the ANA in 2014 via our national industry conferences (particularly the 2014 ANA Media Leadership Conference), members-only conferences (including Programmatic Day in October, 2014), committee meetings, webinars, publications, and survey research. A key insight from the ANA/Forrester white paper “Media Buying’s Evolution Challenges Marketers” is that despite the proliferation of new programmatic buying technologies and vendors, programmatic buying isn’t well understood by marketers, with more than half the marketers surveyed confessed they don’t understand programmatic buying well enough to use it to buy and manage campaigns.

To read more about the ANA's Marketing Word of the Year and what our members thought about programmatic buying, download the full PDF.