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Full Funnel Thinking

Posted: Jun 17, 2021 12:00am ET BY Patrick Collister

The funnel as a marketing concept celebrated its 100th birthday some time ago. The magnificently named St. Elmo Lewis came up with the acronym AIDA in 1898. He argued that you need different sorts of advertising to capture Attention, stimulate Interest, stoke the flames of Desire, and finally nudge your audience into Action.

Reaching Elusive Ad-Free Streamers

Posted: Jun 15, 2021 12:00am ET BY Hadassa Gerber

The combination of a pandemic that forced many Americans to stay home and the introduction of several new subscription video on demand (SVOD) services in addition to existing services (Netflix, Amazon and Hulu), has provided the perfect catalyst for SVOD growth. But not all of this growth has worked in the favor of marketers and advertisers.

It's Not Just the Russians

Posted: Jun 11, 2021 12:00am ET BY Doug Wood

Bad actors have plagued digital media since clicks first became the currency of the internet upon which brands have now paid billions to an opaque supply chain. But everyone knows that. Right?

Lessons Learned From The Day the World Went Remote

Posted: Jun 10, 2021 12:00am ET BY Brandon Gilliam

Like it did for so many others, the pandemic pushed the ANA to quickly learn how to run a business entirely virtually. Here are some best practices we learned along the way for effectively running a virtual event.

‘Don’t Get Stuck in a Marketing Bubble’ and Other Ways CMOs Become Leaders

Posted: Jun 8, 2021 12:00am ET BY Matthew Schwartz

CMOs and marketers, forever spooked by balance sheets, lean on right-brained activities like imagination and intuition, but lack left-brained tools such as mathematics and linear thinking. As data management and online analytics play a bigger role in marketing and advertising, CMOs who don’t get out of their comfort zone could pay a heavy price.

You Don’t Need Cookies If You’re Measuring Quality

Posted: Jun 3, 2021 12:00am ET BY Shailin Dhar

What happens to advertising and the internet once “cookies go away”? While fear-mongering headlines will likely run rampant as this shift draws closer, advertisers and publishers shouldn’t fear the change, but instead use it as an opportunity to reevaluate how cookies and individual identifiers are used in their ad strategy.

Beyond Profit Podcast: Seth Maxwell on Youth Activism

Posted: Jun 1, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Seth Maxwell joins host Ken Beaulieu to discuss his work building the next generation of socially conscious activists through his two nonprofit organizations: Thirst Project and Legacy Youth Leadership.

On the Road Again: What Marketers Want

Posted: Jun 1, 2021 12:00am ET BY Duke Fanelli

The latest business travel survey conducted by the ANA between May 5-14 shows that as respondents look ahead to the summer and fall, an increasing number will be packing their bags and taking to the skies, but only if extra safety precautions are in place.

A Return to Its Roots: How Engagement Drives Virtual Events

Posted: May 27, 2021 12:00am ET BY Allie Magyar

In some ways, the events industry returned to its roots over the past year. At their core, events are all about bringing people together and fostering new relationships. So it should come as no surprise that organizations rushed to adopt technologies that help bring people together virtually.

Can Clubhouse Be a Viable Marketing Channel?

Posted: May 26, 2021 12:00am ET BY Greg Paull

With excitement building around Clubhouse, marketers are starting to wonder if it’s a viable channel for long-term marketing strategies. Here’s why there’s so much excitement around the app, and what marketers can do to capitalize.