Industry Insights
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Why Marketers Don’t Succeed at Personalization
Leading Edge April 2, 2024Deloitte’s most recent biannual survey of more than 300 CMOs found that an investment in the “right tech” is a top priority for driving organic revenue growth. Among available tactics, technology-driven efforts to drive personalization, or messages tailored to individual shoppers’ preferences, have emerged as an essential strategy for growing companies.
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Why the Devil Is in the (Data) Details for CTV Performance
Leading Edge April 1, 2024Brands are turning to streaming and other advanced TV formats en masse, looking to reach consumers who may or may not be accessible via cable with TV creative and the engagement that it brings. This comes with the added promise of the dynamic targeting capabilities marketers have come to expect from digital advertising.
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Are Protected Audiences the Future?
Leading Edge March 28, 2024Despite Protected Audiences having the potential to deliver ad performance and targeting capabilities that maintain consumer privacy, the question remains: Is the industry ready to embrace this new solution (and is the solution ready to be embraced); or will it be a temporary solution that never gets off the ground?
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Melanie Huet of Newell Brands on Leveraging AI
Pulse March 27, 2024Melanie Huet is president of brand management and innovation at Newell Brands. She will be a speaker at the ANA Brand Masters Conference, April 15 to17 in Carlsbad, California. ANA senior director of brand and media John Paquin recently sat down with Melanie for a pre-conference interview where they discussed the game-changing nature of artificial intelligence and the limitless possibilities AI presents for innovation-focused businesses.
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Humor in Ads Needs a Revamp
Leading Edge March 26, 2024Heard that humor is hot in advertising right now? You must be having a laugh. Despite advertisers predicted to pick up the stand-up mic this year after seemingly taking itself a little too seriously – the ad industry has so far barely managed to register a titter.
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Nonprofit Federation Member Spotlight Series: CARE
Pulse March 25, 2024ANA member CARE works around the globe to save lives, defeat poverty and achieve social justice. CARE’s CMO Monica Rowe spent nearly 20 years working for some of the world’s most influential fashion and beauty brands before transitioning to the for-purpose space. Alicia Osgood, director of communications for the ANA Nonprofit Federation, spoke with Monica about marketing humanity and how CARE overcomes the economic storms by innovating, embracing new technologies, and maximizing partnerships.
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4 Marketing Experts on Creativity & Tech
Pulse March 22, 2024ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.
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Are You Too Late to Act on the Identity Evolution?
Leading Edge March 21, 2024Google has finally restricted cookie support for one percent of all Chrome users. Now that the slow decline of cookies is finally upon us, brands and agencies are asking, “Is it too late to prepare new identity strategies and solutions?” Fortunately, there are steps you can take to ensure your company isn’t playing catch up.
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How to Reach High-Intent Vacationers
Leading Edge March 20, 2024Utilizing audience segmentation is critical for travel marketers to understand the external factors that are influencing their travel plans, and break down massive audiences into their most likely vacationers.
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Balancing Act: Navigating Personalization and Privacy in Modern Marketing
Leading Edge March 19, 2024Marketers face a precarious tightrope act as they attempt to balance personalization and privacy. The stakes are high, with a single misstep threatening to send a brand spiraling downward. Yet, as circus performers know, it’s possible! Before we explore methods to strike the required balance, let’s address why “taking the walk” is worth it.
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Why Businesses Should Be Thinking About Measurement First
Leading Edge March 18, 2024Not spending the time to set up an effective, resilient measurement strategy that’s focused on the right things will hurt businesses who are relying on the general ease with which they get information today. Here are three key steps to making sure businesses are set up as they prepare for this pivotal year.
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Programmatic Transparency: The $22 Billion Opportunity
Leading Edge March 15, 2024By now, you are undoubtedly familiar with at least the key recommendations from the ANA's ongoing Programmatic Media Supply Chain Transparency Study. In this blog series, I’ll be covering the top 10 issues the study has revealed and precisely how brands can go about tackling them in relatively straightforward ways.
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How Marketing Agencies Can Ensure "Zoom Fidelity" with Media
Leading Edge March 14, 2024If you’re doing media and marketing right, the strategies and tactics in your plan should all work together to drive a business outcome. But how many times have you looked at a media plan where the strategies and tactics look like they were done by completely separate teams and the two don’t exactly line up?
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Key Takeaways from SeeHer’s Latest Report on Gender Equality
Pulse March 14, 2024The ongoing, collective journey toward achieving gender equality is, and will always be, a community-led effort. SeeHer’s latest report, Global Perceptions of Progress on Gender Equality, illustrates that gender inequality is still a persistent and global issue; it takes all institutions, including marketing, to change perceptions, fight for equal rights, and pave the way forward for all.
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How to Weed Out Made-For-Advertising (MFA) Inventory
Leading Edge March 13, 2024Yet another Adalytics report is shaking up the digital marketing community this week. The report highlights that, contrary to previous assurances by advertising giants, the scale of impressions driven by made-for-advertising (MFA) sites remains alarmingly large.
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Unleashing Strategic Potential for Mid-Level Agencies
Leading Edge March 13, 2024One of the key challenges faced by mid-level agencies is the high-cost threshold to run brand awareness or brand lift studies that often prevent smaller players from participating competitively. Coupled with the lack of respondents, agencies are being compelled to cut their budgets. But the game is far from over. To overcome these hurdles, agencies need to cultivate a keen edge, leaning on innovation.
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Brand Purpose and Sustainability
Pulse March 12, 2024As the effects of climate change threaten society in more and more ways, a growing number of companies are working to integrate sustainability initiatives into their brand purposes. Efforts to do so, however, can often be beset with questions and uncertainty. To bring added clarity to the matter, consider three tips shared by guests on the ANA Center for Brand Purpose’s Beyond Profit podcast.
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How Advertisers Are Flubbing Contextual Discovery
Leading Edge March 12, 2024As advertisers scramble to find addressability signals that will remain amid cookie deprecation, many are turning to contextual data.
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Katie Williams, Chief Marketing & PR Officer at Haleon, Talks Purpose
Pulse March 12, 2024Katie Williams, chief marketing and PR officer at Haleon U.S., will discuss the process of developing purpose while accelerating growth, as well as share learnings at the upcoming ANA Brand Masters Conference on April 15 to 17.
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We Need to Level Up If We Want to Hit Sustainability Targets
Leading Edge March 11, 2024Sustainable media is not a new topic. The numbers around advertising emissions have long been discussed at industry events and in the press. To reach sustainability targets in the realm of media, it is crucial to bridge the gap between discussions on sustainable practices and their effective implementation. While numerous marketing technology solutions promise emission reduction, there seems to be disparity in how agencies and clients approach the issue.
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