Industry Insights
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What's on the Horizon for Marketing in 2024?
Pulse December 15, 2023While no one can say for sure what the new year will bring, it seems likely that the marketing industry will see more changes to transparency, accountability, privacy, automation, and the general utilization and capabilities of generative AI.
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6 Strategies for a Cookieless & Privacy-by-Design Future
Leading Edge December 14, 2023With impending third-party cookie deprecation and evolving privacy regulations, marketers face new challenges in reaching customers and measuring campaign performance. Here are key tactics to prepare for marketing success in a post-cookie, privacy-by-design world — and gain a competitive advantage in 2024.
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How These Two SMBs used Instagram Videos to Drive Awareness
Budgeting Brilliance December 14, 2023Two SMBs that leveraged Instagram to engage consumers are Young People’s Theatre (YPT) and Erigo. Both brands were able to connect with consumers and drive measurable results with video campaigns that took advantage of the platform’s unique video strategy formats.
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Here's How to Reduce the Carbon Cost of Your Digital Campaigns
Leading Edge December 13, 2023The holidays are coming. And you know what that means: lots of presents, festive drinks, family fights over the dinner table, and erm, the amount of greenhouse (GHG) emissions going up. So, how can digital advertisers stay off the naughty list and reduce the carbon emissions generated by their holiday ads without sacrificing performance? Well, here are our suggestions.
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Untangling the Web of IP Addresses
Leading Edge December 13, 2023In today's digital age, the world of advertising has undergone a remarkable transformation, with many marketers now relying heavily on the intricate web of IP addresses to target their audiences effectively. However, beneath the surface of this seemingly straightforward technology lies a labyrinth of complexities that challenge advertisers and data analysts alike.
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Wellow CEO Discussed How to Meet Customer Needs with Innovation
Pulse December 13, 2023ANA staffer Mike Berberich interviewed Michael Aaron Flicker, CEO of Wellow.
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Creative and Audience Modeling Should Be Front and Center
Leading Edge December 12, 2023The linchpin of digital advertising going forward won't be yet another form of third-party user tracking, though first-party data will play a role. In a back-to-the-future twist, it will be creative — and the AI-powered modeling that, in the absence of third-party cookies and mobile IDs, allows it to be effective.
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Has OOH Found Its Home Further Down the Funnel?
Leading Edge December 12, 2023The world of advertising, if imagined as a spectrum, can be visualized as stretching from mass broadcast to individual communication, from passive consumption to interruption, and from non-measurable awareness campaigns to highly measurable conversion-driven tactics.
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What Role Can Generative AI Play in Marketing Effectiveness?
Leading Edge December 12, 2023The potential of generative AI to revolutionize marketing has been widely reported and discussed this year. McKinsey has estimated that gen AI could increase the productivity of the marketing function by a value between 5 and 15 percent of total marketing spend, while a Bloomberg Intelligence report suggested gen AI-driven ad spend is set to grow by 125 percent to $192 billion over the next 10 years.
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4 Pieces of Marketing Advice That Will Never Go Out of Style
Pulse December 11, 2023ANA 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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AI Adoption: 9 Ways Leaders Are Suffering Inadequate Implementation
Leading Edge December 11, 2023In today's fast-paced and technology-driven world, artificial intelligence (AI) has emerged as a transformative force that holds the potential to revolutionize the way we work, make decisions, and interact with technology. AI promises greater efficiency, data-driven insights, and enhanced productivity, making it a valuable tool for businesses across various industries. Yet, despite the promises of this cutting-edge technology, many leaders find themselves grappling with the challenges of effectively implementing AI in the workplace.
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ANA 2023 Marketing Word of the Year: AI
Leading Edge December 11, 2023Since 2014, the ANA has surveyed its members to identify the marketing word of the year. The 2023 winner is “AI.”
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Engaging Today’s Multi-Dimensional Business Audiences with a Multi-Faceted Marketing Mindset
Leading Edge December 9, 2023NBCUniversal’s Nicole Lee explains how B2B marketers can capitalize on the growing multidimensional nature of today’s business audience by evolving and customizing advertising strategies with an audience-led and data-informed approach.
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A Picture’s Worth a Thousand Words – But Are They the Right Ones?
Leading Edge December 8, 2023It’s long been said that an image is worth a thousand words. Expressions, lighting, context and scenery, movement, color, and gestures are some of the elements that photography uses to deliver complex and layered messages that can be “read” in an instant. It’s for this reason that photography is one of the most potent tools that advertisers and marketers can use, when they have just a few milliseconds to claim the attention of their audiences.
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Email Re-Engagement: How to Win Back
Leading Edge December 7, 2023Maintaining an engaged audience can be a constant challenge for marketers today. But what if you could rekindle the interest of those who have drifted away?
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How Brands Can Work with Creators to Capture Seasonal Moments
Leading Edge December 6, 2023Seasonality is a cluttered space for brands. We often see the same messages rolling out on loop, with brands following category conventions and packaging up old messages in a fancy new ad. So, it’s little surprise that partnering with influencers in the battle for cut-through is gaining traction; it’s an effective way to tap into the unique traits that have made creators popular with their specific audience. Influencers' opinions carry credibility, and their audience trusts them.
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Think Made for Advertising Sites Are Bad Now? AI Will Make Them Much Worse
Leading Edge December 5, 2023In its audit of the programmatic supply chain, the ANA found that 21 percent of ad impressions landed on made for advertising (MFA) sites — content farms designed solely to syphon ad spend — wasting a stunning $13 billion a year. Such sites typically rely on low-paid labour to churn out web pages, but the proliferation of generative AI platforms such as ChatGPT could send production into overdrive.
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5 Ways to Capitalize on Retail Media’s Rise
Leading Edge December 4, 2023Retail is enjoying a rebirth. As third-party cookies fade and walled gardens tighten, retail media networks (RMNs) and their valuable first-party shopper data have become the coveted keys that brands need to drive sales and accurately measure performance.
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Three Intent-Based Strategies to Address Lead Velocity
Leading Edge December 4, 2023I recently hosted a webinar on How to Sharpen Your Scoring Model and Increase Lead Velocity as part of the ANA's B2B Thought Leader Webinar Series. In it, I covered how data enrichment and employing intent help keep your focus on in-market buyers and encourage a faster transition from lead to customer. If you missed it, you can check out the recording here.
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Agency Costs: New Developments & Trends
Leading Edge December 1, 2023Agency operating expenses, which are the combination of direct labor and overhead costs can vary dramatically from one organization and one market to the next. While there is no standard for overhead rates, which are often expressed as a multiple of direct labor costs, advertisers and agencies largely agree on the components of each of these categories. Direct labor consists of payroll and related payroll expense. Overhead covers indirect labor, space and facilities, some categories of corporate expense and professional fees.
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