Industry Insights
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Successful Marketing Spend Management: It Takes a Village
Leading Edge March 14, 2023More than one hundred years have passed since Mr. Wanamaker shared this perspective on his firm’s advertising investment and his words are as true today as they were when he uttered them in 1919. One could rightly argue that the accelerating rate of change, the dizzying array of message delivery choices, advances in technology, the growth in ad fraud, and an increase in regulatory oversight have only further complicated the challenge of optimizing marketing and advertising spend.
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A Q&A with The Fresh Market CMO Kevin Miller
Pulse March 13, 2023Kevin Miller, Chief Marketing Officer, The Fresh Market, is presenting a session entitled “The Fresh Market Turnaround Story – The Power of Love” at the ANA 2023 Brand Masters Conference April 26-28 in Bonita Springs, Fla. ANA’s Mike Kaufman, Senior Vice-President, Brand & Media, recently interviewed him for a pre-conference discussion.
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When It Comes to Account-Based Experiences, Branding Is Essential
Leading Edge March 13, 2023According to Bombora Company Surge, during the last 90 days, interest in ABX (Account-Based Experiences) increased 53 percent while interest in ABM (Account-Based Marketing) decreased by 55 percent.
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Big Tech’s Riddled Relationship with Publishers
Leading Edge March 10, 2023The power of Big Tech’s influence skyrocketed to astronomical heights in recent years, with more than 50 percent of digital ad spend filtering through Meta and Google alone, as reported by Harvard Business Review. Despite those numbers, there’s a narrative circulating the publishing industry that’s long been overplayed, and that is: Publishers are losing their power and need to “fight back.” With the question too often being: How can they do that?
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Creative Brands Can Find Scale on Black-Owned Content
Leading Edge March 9, 2023Madison Avenue commitments to Black-owned media are continuing strong in 2023. But scale is the biggest challenge advertisers are up against. There are several changes buyers can make to beat the scale problem, reach Black and multicultural audiences, and send more ad revenue to independent multicultural publishers.
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The Anatomy of a Performance Marketing Organization
Leading Edge March 9, 2023It’s no surprise that CMOs have been under constant pressure in recent years to deliver more from existing budgets. Advances in martech and adtech, coupled with availability of larger datasets to analyze, have helped the entire marketing ecosystem; this also means that marketers must find new ways to push scale and efficiency, as general improvements are available to everyone as “best practices.”
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Understanding CTV Attribution
Leading Edge March 8, 2023Over the years, advertisers have had to rely on a combination of faith and indirect measurement to infer that their advertising on broadcast and CTV works. However, as CTV advertising has gained momentum, conversations around attribution and measurement have become front of mind to better understand how it all works and which ads drive real business outcomes.
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5 Inspiring Quotes from Marketing Leaders
Pulse March 7, 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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6 Things Marketers Can Do to Boost Effectiveness
Leading Edge March 7, 2023Discussions about improving marketing effectiveness can often focus on the different measurement approaches and advanced analytics tools that marketers should employ.
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3 Drivers of the Brand Purpose Movement
Pulse March 6, 2023Guests of the ANA’s Beyond Profit podcast offer an array of insights that illuminate the purpose movement, including its origins and the demands it places on companies. For instance, recent guests have identified three main drivers inducing organizations to embrace brand purpose.
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The Top 5 Reasons for Using Diverse-Owned Media Outlets
Leading Edge March 6, 2023In today's increasingly complex business environment, brands are facing market conditions that are profoundly different from generations past. Consumers have more choices than ever, are more brand savvy and are socially invested in the brands they use.
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Marketers Who Elevate Women and Assist Their Causes
Pulse March 2, 2023March is Women’s History Month, a period that celebrates the strengths and achievements of women and strives to advance the causes most important to them. In keeping with this important theme of the month, consider the following case studies from the ANA’s portfolio of award programs. The following examples demonstrate the marketing community’s commitment to elevating women’s issues and aiding their causes.
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The Brands Connecting to Women Without Stereotypes
Pulse March 1, 2023Stereotypes are still in abundance, especially when it comes to gender. For women, there are many industries, interests, and places where women aren’t seen as part of the group. Representation in the media, and creating avenues for women to equally and safely participate, is essential to bridging the gender gap for women.
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Why It’s More Important Than Ever to Own Your Audience Data
Leading Edge March 1, 2023In 2010, there were a mere 400 million people on Facebook. The company was young and growing, and was friendly to brands and publishers. “Build your audience on Facebook!” they said. “Make them like your page and everyone will find you!” So, that’s exactly what brands and publishers did. Every small business did it. Every restaurant did it. Life was good!
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The Next Frontier for Programmatic Ad Tech
Leading Edge February 28, 2023Programmatic ad tech has certainly come a long way. Some might say it’s come all the way — all the way, that is, to reaching the initial goals we set out to achieve. Back when the industry began taking shape, it did so with focused purpose: to build the tech infrastructure and business processes to enable highly efficient media buying in a digital world. We’ve climbed that mountain.
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It’s Time to Build Creative into Your Performance Strategy
Leading Edge February 27, 2023Brands and agencies are collecting record amounts of data about their customers and are building data-driven processes into nearly every aspect of marketing. The one area that has not traditionally been data informed the way it should be is creative.
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Protecting Brand in a Performance-Driven World
Leading Edge February 23, 2023Everyone loves measurement. Put simply, it helps us confirm, amend, and deny various hypotheses and gives us the proof that marketing matters.
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4 Crucial Business Trends According to Gen Z
Leading Edge February 22, 2023As business leaders begin to set course for 2023, they face more uncertainty than ever – a perhaps preposterous statement considering the last three years. Economic downturn is crunching budgets, a distrusted media landscape is clouding judgment, and cultural pressures to “get it right” have never been higher.
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How 4 Marketing Leaders Are Inspiring the Next Generation of Black Talent
Leading Edge February 21, 2023It’s Black History Month, but is Adland doing all it can to help Black talent across the industry flourish?
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Using Programmatic DOOH to Reach the Right Audience
Leading Edge February 20, 2023How many times per iPhone update have you accidentally discovered a new feature you didn’t know existed? I recently learned of the ability to shuffle through a batch of images sent via an iMessage thread, like the way you would shuffle through a deck of cards. I could immediately see the way in which the feature is intended to save me time and energy and make the experience itself more enjoyable.
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