Industry Insights
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Measure Up: Incremental Versus Ad-Attributed Sales
Industry Insights July 15, 2024Consider a consumer searching for sunscreen in May. She may begin with a general search for products to protect against the sun. She may see an ad for a product on TikTok or Instagram, before researching, and ultimately purchasing the product, when it goes on sale from Amazon. What part of the customer journey can be ultimately attributed for her purchase?
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National Junk Food Day: Showcasing Successful Campaigns
Industry Insights July 15, 2024In light of these biological underpinnings of our taste for cheese curls, potato chips, and bob-bons, we can perhaps feel justified if we periodically indulge our taste for junk food. And what better time than July 21st, National Junk Food Day. As we prepare to celebrate this auspicious occasion, take a peek at a few of the campaigns used to promote some of the more indulgent snacks in the food pyramid.
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The Test & Learn Mindset
Industry Insights July 12, 2024Mastering the art of personalization is the big difference-maker in this era of digital marketing, where consumers expect “tailored” experiences. In the spirit of pop culture icon Taylor Swift, we’ve re-mixed some of our marketing insights to some of her chart-topping song lyrics.
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As Marketers Experiment with Gen AI, New Applications Emerge
Industry Insights July 11, 2024The emergence of generative AI is the defining feature of 2023 and 2024, in both a broad cultural context as well as within the world of data-driven marketing. Initially, like many other trends, marketers gravitated towards gen AI’s most apparent initial applications — copywriting, research, and image generation. But as this year unfolded, a shift occurred. Marketers began to recognize and harness less obvious applications of gen AI, marking a significant evolution that we can expect to carry forward.
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AI Is Great, But What Does It Mean I Have to Actually Do as a CMO?
Industry Insights July 10, 2024You would need to have been on Mars to avoid the onslaught of news stories and startup launches in the AI space, but there remains a paucity of good perspective on the implications for marketing. Technology has become an extension of humans for many years starting with the personal computer evolving to the www and then the smartphone. AI is no different but arguably represents a more fundamental and tectonic shift as it is not purely behavioral, it is a new form of intelligence, meaning limitless applications.
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Agencies Should Always Act in the Clients' Best Interest
Industry Insights July 9, 2024Client/agency relationships were once predicated on the concept of a principal-agent relationship, where the agency had a fiduciary duty to act in their clients’ best interest. When this concept was the accepted practice, most client/ agency agreements reinforced this expectation.
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Doris Huang of Admerasia on Transparency
Industry Insights July 9, 2024ANA's Denise McDevitt connects with Multicultural Excellence Awards judge and Admerasia’s managing partner, Doris Huang.
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Loyalty Marketing: How Much Fraud Is There?
Industry Insights July 8, 2024Loyalty marketing is a big business and growing. But that growth also puts marketers at increased risk for fraud. Fraud from consumers, professional hackers, and even employees. ANA has begun work with Human to better understand the extent of that fraud as well as remedies to minimize it.
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The Olympics: A Real-Time Celebration of Unity and Excellence
Industry Insights July 8, 2024In a world that seems more divided than ever, there is one event that stands as a beacon of unity and excitement — the Olympics. For brands, it represents the most compelling branding opportunity a brand can want.
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Navigating the Complicated Relationship Between Social Media Users, Platforms, and Marketers
Industry Insights July 5, 2024People reducing their social media usage is the most recent trend in the ongoing complex – and often convoluted – relationship between social media users, platforms and marketers. Yet the majority of those on social media aren’t deactivating their accounts or deleting them entirely, they’re just starting to use social media differently.
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Louis Maldonado of d expósito & Partners on Data-Driven Decisions
Industry Insights July 3, 2024ANA's Denise McDevitt connects with Multicultural Excellence Awards judge and Carmichael Lynch’s senior partner, head of multicultural strategy and inclusion and global chair, IPG Women’s Leadership Network, Carol Frazer Haynesworth.
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What’s on Retailers’ Minds? Chromecast and Outcomes-Based Buying
Industry Insights July 3, 2024Retail media grew beyond all other ad spending segments in 2023, and there have been reports seemingly every month on how it’s exploding in 2024. Most recently, eMarketer pointed to retail media taking share from linear TV spend, bolstering the growth of CTV. Global retail media ad spending is expected to more than double from $114.18 billion in 2023 to $233.89 billion in 2027, according to the eMarketer report. Retail media will soon represent a larger percentage of digital advertising spending, growing from 18.9 percent of that segment in 2023 to 25.7 percent in 2027.
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Carol Frazer Haynesworth of Carmichael Lynch on Audience-First Campaigns
Industry Insights July 2, 2024ANA's Denise McDevitt connects with Multicultural Excellence Awards judge and Carmichael Lynch’s senior partner, head of multicultural strategy and inclusion and global chair, IPG Women’s Leadership Network, Carol Frazer Haynesworth.
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Leveraging Data to Identify and Connect with Potential Donors
Industry Insights July 2, 2024Data has incredible potential for identifying and connecting with potential donors. When used effectively, data can help nonprofits level up their fundraising campaigns, build meaningful relationships, and drive long-term support. It’s a win-win-win.
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New Benchmark Shows We're Making Progress with Programmatic
Industry Insights July 1, 2024ANA, in partnership with TAG TrustNet, has released early findings from our first quarterly Programmatic Transparency Benchmark Study. And real progress has been made!
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These Campaigns Will Make You Want Chocolate
Industry Insights July 1, 2024In honor of the World Chocolate Day, consider a few of the campaigns used to promote this delectable treat.
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2024 ANA Masters of B2B Marketing Conference: A Comprehensive Recap
Industry Insights June 28, 2024The 2024 ANA Masters of B2B Marketing Conference was a gathering for marketing professionals, offering deep dives into the current and future trends shaping the B2B marketing landscape. Held in Naples, Florida, this year's event brought together a stellar roster of industry leaders, providing attendees with valuable insights and practical strategies to enhance their marketing efforts. If you missed it or want to revisit the highlights, here’s a detailed recap.
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3 Easy Ways to Avoid Fraud on CTV
Industry Insights June 28, 2024Working with CTV inventory for the past few years, I've found that there are some telltale signs to watch for, best practices that need to be put in place, and a few extra relationship-building steps that are enough to cut out almost all CTV fraud completely.
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A Blueprint for Next-Level Partnership Marketing in Global Travel
Industry Insights June 27, 2024The global travel industry steadily navigates impact, recovery, and growth cycles. So, the need for brands to distinguish themselves sustainably runs deeper than a marketing strategy. That focus on differentiation must be core to the travel brand’s business and all its dealings. The strategic utility of B2B partnerships plays right into this mission.
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Gustavo Cecilio of PepsiCo on Multicultural Marketing
Industry Insights June 27, 2024ANA's Denise McDevitt connects with Multicultural Excellence Awards judge and PepsiCo Foods’ head of multicultural marketing, North America, Gustavo Cecilio.
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