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Report: Marketers Feel Ready for the Rise of Generative AI Search
The ongoing rise of alternative (and non-Google) search platforms fueled by generative AI is altering consumer behavior and making search a faster process, according to a new study. Marketers are excited about the changes in the market, but those changes come with a whole new set of challenges.
Marketing News
OpenAI Rolls Out Two New AI Tools
OpenAI, which put a flame to generative AI in 2022 when it debuted ChatGPT, has released two new AI tools, adding to a fast-stirring market. Both tools are designed to search the web autonomously and significantly reduce the time it takes to conduct laborious tasks online.
Leading Edge
How Agencies Can Build a Lasting Legacy
As marketers increasingly demand that agencies connect advertising to direct business outcomes, many agencies feel the pressure to keep up. Some may see this as a threat. We see it as a powerful opportunity. By helping clients develop a holistic measurement framework that integrates audience health, brand health, and business health, agencies can demonstrate a clear impact and forge a legacy with concrete value beyond surface metrics like site visits.
Performance Marketing
ANA’s Ask the Expert research service answers the question, ““What are the benefits of investing in performance marketing for my brand?"
Sponsorship Marketing
What are some trends and best practices for sponsorships?
AARP’s "Embrace Your Inner Dragon" Campaign
AARP strives to enhance the quality of life for all as we age, celebrating unique traditions such as Lunar New Year and the Year of the Dragon. To achieve this aim, AARP has committed to reaching diverse, multicultural, and multigenerational audiences, focusing on Asian Americans and Pacific Islanders (AAPIs), the fastest-growing segment of the U.S. population.
Ad Council Uses Emotional Ad to Educate Hispanic Communities on Alzheimer’s
The Ad Council, in partnership with the Alzheimer's Association, educated Hispanic pre-care partners on the information necessary to detect early signs of Alzheimer’s with an emotional campaign.
Advocacy Organization’s Call to Action for LGBTQIA+ Safety in Canada
Egale Canada used an unraveled Pride flag to raise awareness about underreported anti-LGBTQIA+ hate crime incidents.
Global CMO Growth Council Delegate Handbook
Delegates are united by shared leadership and a commitment to advancing the global marketing agenda. The Growth Council provides a platform for CMOs to tackle common challenges together while learning from one another.
Recap: The 2024 Global CMO Growth Summit
Over 250 CMO delegates, collectively representing over 50 percent of the world’s marketing investments, concluded the 2024 Global CMO Growth Summit with a shared commitment to accelerate progress toward Growth Council priorities for 2025.
Creative Excellence from Cannes LIONS
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.
Navigating Retail Media Measurement for Accountability and Growth
Retail metrics are more complex than metrics for traditional media. Discover how brands are applying best practices in measurement to drive clarity and results as well as steps the industry is taking to improve retail media measurement.
Setting the Agenda
It's important to identify ideas and best practices to help buyers optimize their investments in retail (and commerce) media. In this session, speakers laid the foundation by reviewing research from ANA and insights from Kroger Precision Marketing.
The Future of Brands and Media Is Anchored in Retail
The future of brand building and media is anchored in retail. Retail.com becomes both the new search engine and the new brand.com. For marketers this implores a dynamic shift in how and where brands show up, placing new emphasis on the total experience delivered and the role creativity plays in the new consumer/retail reality.
Trends in Home Cooking
Cooking in America is more than just a daily task — it’s a reflection of culture, creativity, and connection. From TikTok trends to blogs, the way we discover and prepare meals is constantly evolving. This infographic dives into the ingredients shaping America’s kitchens and how we’re finding inspiration to whip up something delicious.
Engaging Black Audiences
Nielsen’s report on engaging black audiences shares how brands can grow and win with inclusion.
Five Ways Brands Can Leverage Experiential Marketing to Build Genuine Relationships with Consumers
As we look ahead, 2025 is primed to become a golden year for experiential marketing. It’s no surprise that after years of investing heavily in digital, marketers are just as eager as consumers connect in real life. Inspira offers five foundational ideas to foster connection, trust, and loyalty, making the relationship between brand and consumer far more meaningful.
2024 U.S. B2B Media Spend by Channel
Winterberry Group, a management consultancy, takes a look back at 2024 and breaks down the U.S. B2B sector’s media expenditures by channel last year.
Forecasting 2025 U.S. B2B Media Spend by Channel
Winterberry Group, a management consultancy, shares a projection for the U.S. B2B sector’s media expenditures on each channel in 2025.
Customers' Most Serious Sources of Complaint, by the Numbers
Professor Thomas Hollmann of Arizona State University shares the results of a study that identifies the problems experienced with products and services that consumers regard as the most serious, with overcharges and excessive prices topping the list.
21st Century Marketing Manifesto Best Practices Guide
This manifesto will discuss the modern marketing dilemma and status quo, and then describe the different kind of thinking required to manage modern marketing performance.
ABM Account Plan Canvas 2025
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
ABM Buying Committee Diagram
Use our ABM Buying Committee Diagram to build an organizational chart of the buying committee at one of your target accounts.
ABM Campaign Plan and Checklist
Use our ABM Campaign Planning Tool to plan and execute successful ABM campaigns.
ANA In-House Agency Fact Book — 2025
The ANA In-House Agency Fact Book explores the capabilities, organizational chart (where provided), and other key data points of some of the best in-house agencies in the industry.
My Voice Matters: Inclusive Marketing Excellence
Learn how inclusion impacts decision-making, career progression, and belonging across the marketing and advertising industry. This study provides actionable insights to help organizations create environments where every professional can thrive.
Programmatic Transparency Benchmark: December 2024 Findings Update
The ANA announced findings from its 2024 Programmatic Transparency Benchmark Study, which provides a unified measurement framework to the programmatic advertising industry. The study finds 7.9pp improvement of ad spend efficiency, but less than half of spend reaches consumers.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Four Tips for an Effective MarTech Business Case
Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
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Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.