Industry Insights
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Why Can’t We Connect with People as Strongly as We Do with Our Devices?
Leading Edge June 7, 2023Since the end of the pandemic, there has been a seismic shift toward living in the moment and not experiencing everything through a screen. As we were all forced to stay in our homes and not engage in normal in-person meetings, we all longed for the day that we could see each other again. So were brands and agencies, who spent the time alone from customer interaction retooling their industries to become fully digital.
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ANA Releases Updated Media Buying Contract Template
Leading Edge June 6, 2023The ANA has updated its Master Media Buying Services Template Agreement for advertisers to use when contracting with media buying agencies. The June 2023 version addresses key developments in the evolving media buying industry over the past five years, with transparency and accountability remaining as its foundation.
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Is Connected TV Advertising Right for You?
Leading Edge June 6, 2023Time spent watching traditional TV has been on the decline for some time now. And while linear is not dead, streaming is quickly gaining momentum and taking over.
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Six Conclusions About In-House Agencies
Pulse June 2, 2023ANA’s Bill Duggan provides six key conclusions from a new report, The Continued Rise of the In-House Agency: 2023 Edition.
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Instead of Spying on Customers, Talk to Them Instead
Leading Edge May 31, 2023On the heels of policy changes from Apple and an increasingly hands-on approach from regulators, more consumers are taking back control over how their personal data is collected and utilized. Not only do consumers have more tools to restrict access to their digital footprint, but they’re also using those tools to shape the consumer experience and transform data-based marketing.
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5 Benefits of CTV Advertising
Leading Edge May 30, 2023CTV advertising is without a doubt one of the best channels to target advertisements to users who are more apt to show interest in your product or service. It reaches wide audiences and allows for precise targeting. Below are five reasons why you should leverage this channel opportunity today.
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Brands Are Unaware Their Data Is Commoditized
Leading Edge May 30, 2023Data-driven marketing is all about harnessing what we as marketers know about our audiences to deliver unique, tailored campaigns and experiences that resonate beyond mass market messages. However, those campaigns and experiences can only be as unique and tailored as the insights that power them — and for many brands, therein lies a problem.
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No Turning Back: AI Is the Future of Social Media
Leading Edge May 26, 2023Just as we’ve witnessed massive shifts in social media since its early days, we find ourselves at another pivotal moment in the still nascent existence of social media — one that I believe has the potential to completely disrupt what we consider social media to be. Artificial Intelligence (AI) is fundamentally changing the way we interact with the internet, and in the coming years it’s going to shape social media, and the way people use it, more than any other variable.
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What the Federal Government Can Teach Companies About Commitment
Leading Edge May 25, 2023The private sector seems to be at an inflection point. Back in 2019, 181 CEOs representing leading U.S. companies — including many of the world’s largest advertisers — declared that the modern corporation had a responsibility to not just shareholders, but to everyone.
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3 Strategies Every Retail Media Offering Needs to Consider
Leading Edge May 24, 2023Retail media is quickly becoming one of the highest growth segments in online advertising. As e-commerce continues to grow, retailers of all sizes, along with advertisers across all verticals, are making investments in this new model.
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CTV Isn't Ready for Performance Marketing Yet
Leading Edge May 23, 2023I believe it’s important for marketers to test emerging channels, particularly ones delivered through such an advertising-critical device as the TV. It’s also necessary to provide the players in the CTV space with feedback while testing this channel. That’s why we’ve run multiple CTV campaigns across a range of platforms for our clients.
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A TikTok Shut Down Reminds Advertisers Why a Good Identity Strategy Is a Must
Leading Edge May 22, 2023There is a chance that at some point in the future, TikTok will no longer be available in the U.S. This latest news should serve as (yet another) wake-up call for executives who have yet to create a future-proof identity strategy. Few brands use first party data to understand which sites and channels their audience visits at a granular level. If TikTok were to go away, this would leave many brands in the dark about how to find their TikTok audience. As cookie erosion continues, creating a smarter audience framework is a must.
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It’s Time for Marketing to Take the Lead on Sustainable Business Practices
Leading Edge May 22, 2023Sustainability is undoubtedly all the rage for B2C and B2B organizations as a new wave of environmentally-conscious consumers puts their money where their mouths are. Some 70 percent of shoppers say they would pay more for environmentally responsible brands.
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The Secret to Authentically Supporting Your Brand’s Target Audience
Leading Edge May 22, 2023TLDR: The secret is in the title of this blog post. “Authentically.” Be authentic: In your actions, in your words, in your financial support, and in your campaigns. Above all, don’t be hypocritical.
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Despite Economic Uncertainty, Now Is the Time to Invest in Advertising
Leading Edge May 18, 2023In the face of economic uncertainty, rising inflation, and smaller advertising budgets, many agencies and brands are understandably hesitant to invest in advertising. However, the reality is that advertising is still an essential tool for building brand awareness, driving sales, and growing a business.
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All Media Should Become Performance Media
Leading Edge May 17, 2023The digital media landscape and its associated advertising models are being shaken to their core by the move to a cookieless landscape and increasing privacy restrictions.
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The Top 5 Can’t-Miss Sessions at the 2023 In-House Agency Conference
Pulse May 17, 2023In four weeks, from June 12 to 14, in-house agency leaders will meet in Orlando, Florida for the annual In-House Agency Conference. Industry leaders will take the stage to discuss a wide spectrum of in-house capabilities, emblematic of the growing and evolving skill sets being developed inside many of today’s most successful marketing teams.
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What Could a Customer Data Platform (CDP) Do for Your Brand?
Leading Edge May 17, 2023Customer data has a near-infinite number of uses in today’s organizations. As a result, so does a Customer Data Platform (CDP). This excerpt from ANA’s CDP Playbook enumerates the various ways marketers can leverage CDPs and shares a use case from BARK and Simon Media.
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Addressing the Fragmentation of TV Advertising
Leading Edge May 16, 2023Valued at approximately $87 billion in the U.S., TV has evolved considerably in recent years. Traditional linear still holds a major (yet dwindling) piece of the TV advertising pie, but, as we all know, streaming and connected TV (CTV) have quickly gained ground.
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Celebrating AAPI Heritage Month with These Campaigns
Pulse May 16, 2023May is Asian American and Pacific Islander Heritage Month, a period that celebrates the strengths and achievements of the AAPI community and that strives to advance the causes most important to its members. In keeping with this important theme of the month, consider the following case studies from the ANA’s portfolio of award programs.
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