Industry Insights
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Why Video Advertising Needs a More Direct Supply Path
Leading Edge April 6, 2023The dawn of streaming changed the game for video advertising. With more video inventory available now than ever before, how is the industry working to ensure buyers and sellers get what they need? What new technologies does the explosive medium call for, and which legacy systems should be left behind?
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A New Workforce Reality for Media Buying
Leading Edge April 5, 2023The threat of recession and a downturn in ad spend hasn’t done much to ease the burden on employers sourcing talent in the media buying world.
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A Q&A with H&R Block Chief Marketing & Experience Officer Jill Cress
Pulse April 5, 2023Jill Cress is presenting a session, "H&R Block: A Crisis of Relevancy Confronted with Purpose" at the ANA 2023 Brand Masters Conference from April 26 to 28 in Bonita Springs, Florida. ANA's Mike Kaufman, SVP of brand and media, recently interviewed him for a pre-conference discussion.
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Best Practices for Augmenting Your In-House Agency with Contractors
Leading Edge April 4, 2023Most in-house agencies are built with a mix of staff employees, contractors, and freelancers which allows flexibility to scale and address burst capacity needs, seemingly, a sound business and operational approach.
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Sustainable Ad Operations Are Possible
Leading Edge April 4, 2023Chances are you’ve had a late night moment of despair when you realize just how big your company’s carbon footprint really is — and how little you may think you can do about it.
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The Future of Consumer Ownership
Leading Edge March 31, 2023When it comes to technology and data, and how it’s used, companies have historically controlled the levers. However, with all the recent and upcoming industry changes, there are cultural changes afoot. Many industry leaders believe consumers will be in more powerful positions than in the past, having more control over their data and their purchases.
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AFM Conference Co-Chair Discusses Supplier Diversity Strategy
Leading Edge March 30, 2023The ANA previously announced the co-chairs for the 2023 ANA Advertising Financial Management Conference, which includes Simona Rabsatt Butler, senior director of media, events, and sponsorship at Visa.
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Viewer “Rabbit Holes” Are an Untapped Goldmine for Brands
Leading Edge March 30, 2023In the same way that short-form content on platforms like YouTube captivated users over a decade ago, free ad-supported television (FAST) channels can lead their viewers down even deeper rabbit holes with long form content. The ability for FAST channels to truly engage audiences and take them on a journey makes ad-supported streaming an increasingly efficient way for advertisers to reach audiences, at scale and in a contextual and targeted way.
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Dispelling Myths on Marketing to Older People
Leading Edge March 29, 2023In a world that is often youth-obsessed, and chasing younger generations’ attention spans and interests, older people are overlooked. Even worse, they are cast off as unimportant. And yet, 35 percent of the U.S. population is 50 or older, according AARP, illustrating that much of the population is being left out of crucial moments in media, advertising, and product development.
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Flourishing at the Margins of Local-Market Omnichannel Advertising
Leading Edge March 29, 2023Legacy media businesses have been under increasing pressure since the advent of the modern internet in the 1990s. Once secure with healthy margins on their advertising inventory, media companies have since been forced to adapt to an audience that has fractured across a proliferation of channels and advertisers that are no longer content to spend money without some form of guaranteed return on investment.
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A Q&A with Hue Founder & CEO Fahad Khawaja
Leading Edge March 28, 2023According to Harvard Business Review, and a lot of anecdotal evidence that we can all point to, companies cut marketing budgets in a recession. Not only that, retail brand budgets can be the first to get slashed as they are the hardest to connect to sales numbers. For the brand budgets that are left, advertisers worry how they can drive any meaningful value if they can’t get the reach or impact that they might feel they need.
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Social Media Is Not Social: Unpacking the 4 Reasons We Can’t Disconnect
Leading Edge March 28, 2023There are four core motivations people can have for engaging with the various platforms. These may or may not be conducive to them noticing a brand's content while on a given platform.
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A Q&A with Mint Mobile SVP Andrew Fried
Pulse March 22, 2023Andrew Fried, SVP of Mint Mobile, is presenting a session entitled “Mint Mobile: Stretching the Limits of Media for Hypergrowth” at the ANA 2023 Brand Masters Conference April 26-28 in Bonita Springs, Fla. ANA’s Mike Kaufman, SVP of brand and media, recently interviewed him for a pre-conference discussion.
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How to Make Retail Brand Campaigns Work Harder in a Tight Market
Leading Edge March 22, 2023According to Harvard Business Review, and a lot of anecdotal evidence that we can all point to, companies cut marketing budgets in a recession. Not only that, retail brand budgets can be the first to get slashed as they are the hardest to connect to sales numbers. For the brand budgets that are left, advertisers worry how they can drive any meaningful value if they can’t get the reach or impact that they might feel they need.
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How Uber Is Working with UNITED24 to Support Ukraine
Leading Edge March 21, 2023On the one-year anniversary of Russia’s invasion of Ukraine, Uber partnered with UNITED24, President Zelenskyy’s global donations platform, to launch a new cartop advertising campaign to raise funds to send life-saving ambulances to Ukraine.
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Everyone’s Obsessed with AI… But Don’t Forget the Humans
Leading Edge March 20, 2023AI is taking over the internet, and what feels like the world lately. While generative AI tools like ChatGPT and DALL-E continue to grasp consumers’ attention, AI has been used for many business applications in digital media and marketing. With 83 percent of companies claiming that AI is a top priority in their business plans, business leaders must not forget the most important part to integrating training and enhancing the output of AI tools: the human element. If business leaders fail to recognize its significance, they run the risk of losing consumer interest.
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Generate Revenue with These Five B2B Marketing Principles
Leading Edge March 17, 2023No matter how pretty your analytics are, if marketing does not contribute to an organization’s bottom line, leadership will never fully recognize the value it provides. At the end of the day, it does not matter if your marketing dashboard is in the green if the business is in the red.
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Artificial Intelligence (AI) and Marketing Ethics
Ethics Issue Alerts March 16, 2023With the advent of AI and synthetic media across the marketing ecosystem, ethics may not always be factored in and may instead become an afterthought. This can lead to risk for brands.
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How the Future of Identity Will Transform the Competitive Landscape
Leading Edge March 15, 2023The identity landscape is in a dramatic state of upheaval right now, and today’s changes have massive implications for the reality that advertisers and publishers will be operating within the next one to three years. Suffice to say, things are going to look different.
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In the Race to Standardize TV Measurement, Data Is the Only Safe Harbor
Leading Edge March 14, 2023The advertising industry is under a microscope. With the economic uncertainty facing the industry, every ad dollar counts. Marketers are facing the challenge of having to prove that each dollar spent is getting a return and that campaigns are performing to their maximum potential.
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