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  • B2B Virtual Events, Re-Imagined

     Blogs   July 1, 2021  

    The COVID-19 pandemic necessitated a shift to virtual events, but even as in-person events begin to resume, virtual will remain a key strategy for B2B marketers. According to Google's latest research with Ipsos, 46 percent of B2B buyers plan to attend more virtual events this year than they did last year.

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  • L'Oréal’s Shenan Reed On Advertising as a Service

     Blogs   June 29, 2021  

    Shenan Reed, Senior Vice President, Head of Media at L'Oréal, recently spoke at the ANA Media Conference on the power of advertising to be a service to the customer. To follow up on her presentation, group EVP Bill Duggan sat down with Reed for an interview.

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  • Beyond Profit Podcast: Minter Dial on Becoming a Better Leader

     Blogs   June 23, 2021  

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, author Minter Dial joins host Ken Beaulieu to discuss his new book "You Lead: How Being Yourself Makes You a Better Leader," how brands can hit on the right purpose, why having a chief ethics officer raises red flags, and more.

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  • Is Your Digital Transformation Effort Doomed?

     Blogs   June 22, 2021  

    While there are multiple reasons that doom a digital transformation, there’s one that will guarantee disappointment: setting one’s sights too low. Proper goal setting is imperative.

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  • Full Funnel Thinking

     Blogs   June 17, 2021  

    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.

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  • Reaching Elusive Ad-Free Streamers

     Blogs   June 15, 2021  

    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.

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  • It's Not Just the Russians

     Blogs   June 11, 2021  

    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?

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  • Lessons Learned From The Day the World Went Remote

     Blogs   June 10, 2021  

    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.

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

     Blogs   June 8, 2021  

    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.

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

     Blogs   June 3, 2021  

    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.

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  • Beyond Profit Podcast: Seth Maxwell on Youth Activism

     Blogs   June 1, 2021  

    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.

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  • On the Road Again: What Marketers Want

     Blogs   June 1, 2021  

    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.

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  • A Return to Its Roots: How Engagement Drives Virtual Events

    Blogs   May 27, 2021  

    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.

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  • Can Clubhouse Be a Viable Marketing Channel?

     Blogs   May 26, 2021  

    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.

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  • How Marketers Should Reimagine Digital Strategy in a Cookie-less Future

     Blogs   May 25, 2021  

    As the advertising industry churns toward an impending date of deprecation of the third-party cookie and Apple follows suit with greater restrictions on their IDFA, it's time for marketers to begin the process of implementing new digital strategies.

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  • New York Considers a Radical Privacy Bill

     Blogs   May 24, 2021  

    ANA, along with the 4A’s, AAF, IAB, and NAI, recently wrote to the Chairman of the New York Senate’s Consumer Protection Committee about the New York Privacy Act, pointing out a number of concerns with the bill.

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  • Talking Influencer Marketing With Rocket Mortgage’s Casey Hurbis

     Blogs   May 21, 2021  

    At the 2021 ANA Influencer Marketing Conference Presented by TikTok, Casey Hurbis, CMO at Rocket Mortgage, will be sharing how Rocket brought, not just one, but two Super Bowl commercials to life and landed the top two rankings on USA Today's Ad Meter. Casey spoke with the ANA in advance of the event to preview the vision behind the campaign and its outcomes.

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  • 4 Questions That Can Help Brands Connect Vision, Purpose and Trust

     Blogs   May 20, 2021  

    When purpose drives vision, companies are in a position of strength and can meet customer needs in a way that builds trust. Bloomberg analysis revealed four key questions that brands should explore in order to understand how the factors that define purpose, vision and trust interact to underpin performance.

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  • What Looming Postal Increases Teach Us About The Future of Omnichannel Marketing

    Blogs   May 19, 2021  

    Amid the entire digital revolution in advertising, direct mail has remained a reliable constant for performance-minded marketers. But, unbeknownst to many, the costs of postage are heading toward a steep increase. Its impact on direct mail and the companies that rely on it could be immense.

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  • Media KPIs That Matter

     Blogs   May 18, 2021  

    The ANA Media Leadership Growth Council was recently established to be a direct counterpart to the CMO Growth Council, with an exclusive focus on media. The group is currently working to establish its growth agenda, and measurement will certainly be an important part of that.

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