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Industry Insights

  • The Cost of Integration Is Slowing Down First Party Data Progress

     Leading Edge   February 17, 2023  

    The vision of reaching millions of consumers wherever they are on the internet relies on an intricate net of connections that makes hundreds of disparate technology systems interoperable. To date, this interoperability has been built around the use of third-party cookies and data. As cookie deprecation forces the market to adopt first-party data as the primary currency, the need for interoperability is greater than at any point in ad tech’s past.

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  • Marketers Elevating Black Communities and Assisting the Causes Most Important to Them

     Pulse   February 16, 2023  

    February is Black History Month, a time for celebrating, with a special attentiveness, the achievements of Black Americans and for elevating the causes that are most important to their communities. Of course, this isn’t work that can be confined to a single month, and, in recognition of that fact, the 2022 Multicultural Excellence Awards honored marketing to and on behalf of the Black community that took place across the year.

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  • CTV Advertising and the New Outcome Currency

    Leading Edge   February 13, 2023  

    Unified currencies are a useful tool for upper funnel marketing tactics, but they miss the point for advertisers that are focused on bottom-of-funnel outcomes (these advertisers represent the majority of U.S. ad industry spend).

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  • How to Incorporate Measurement into a Brand Purpose Program

     Pulse   February 13, 2023  

    As more and more organizations seek to pursue brand purpose, they often find themselves looking for a way to gauge the success of these efforts with a reliable program of measurement. An old adage tells us that “if you can’t measure it, you can’t manage it.” The best approach to such a program can seem elusive, though. Fortunately, guests on the ANA Center for Brand Purpose’s Beyond Profit podcast periodically offer advice on this topic, and five tips from the show follow below.

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  • The Rebirth of the QR Code (And Why It’s More Important Than You Think)

    Leading Edge   February 10, 2023  

    The QR code is back at the top of the marketing industry’s trends-to-watch lists, and this time, consumers are actually on board. For brands and agencies, this is more than just a case of “what’s old is new again.” Rather, what’s old is better this time around — and capable of providing solutions that have been on marketers’ wish lists for years.

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  • Is the Super Bowl Still the Tentpole Moment for Advertisers?

     Leading Edge   February 8, 2023  

    While the Super Bowl is wildly popular, it’s far from the only game in town. Last year’s Super Bowl garnered over 99 million viewers in the U.S. and a little over 200 million globally, but the most recent World Cup garnered a record five billion global viewers.

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  • 4 Inspiring Quotes on Marketing Transformation

     Pulse   February 7, 2023  

    ANA 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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  • Don't Be Ageist: Marketing to People 50 and Older

     Leading Edge   February 7, 2023  

    Over the past several years, marketers, brands, creative teams, and media agencies have done a meaningful job of focusing on the importance of diversity in the representation of images and strategies in their advertising and communications efforts. Making sure that the BIPOC community, as well as people in the LGBTQ+ and people with disabilities groups are presented in authentic ways has been an important evolution that reflects a world of inclusiveness.

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  • 5 Tips for Bringing Employees on Board with a Brand Purpose

     Pulse   February 6, 2023  

    According to Chip Walker of the agency StrawberryFrog, brand purpose is often a preoccupation in the upper echelons of companies, but, despite that fact, it often fails to resonate with the rank and file.

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  • Super Bowl Ads Shouldn't Cost Us Our Planet

     Leading Edge   February 6, 2023  

    Did you know a 30-second spot at this year’s Super Bowl will cost advertisers over $7 million? It would be surprising if you hadn’t. It’s an increasing figure that gets rolled out every time Super Bowl Sunday comes into view – usually accompanied by incessant chatter and collective head scratching in the press about whether it’s worth brands paying such an eye-watering number for their golden ticket to the Big Game.

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  • An Optimistic Outlook for an Unpredictable Year

    Leading Edge   February 2, 2023  

    Recession and performance. These are the two somewhat contrarian subjects I’ve been discussing with my partners, clients, colleagues, and industry peers over the last few weeks. No matter which side of the industry they sit on, everyone is searching for the answer to how we can move through a global tidal wave affecting the tech and advertising industries at their core while remaining focused on achieving strong growth and performance.

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  • Co-Chairs Named for ANA Advertising Financial Management Conference

     Pulse   February 2, 2023  

    It’s become a bit of a tradition for ANA to announce the chair(s) for our annual Advertising Financial Management Conference and I am delighted to now make that announcement for 2023.

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  • Your Attribution Model May Be Data Driven – But It’s Still Not the Right Answer

     Leading Edge   February 1, 2023  

    The concept of attribution had noble and necessary beginnings – entering the marketing landscape like a newly anointed royal ready to wave away our collective blindness to which ads were working and which were not. Even with its rules-based and/or data-driven origins, “attribution” has always been a misnomer. While it’s been a reasonable success in understanding basic ad performance – it is one the greatest distractions of our time.

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  • With More Marketing Data Sources in 2023, Watch Out for These 3 Pitfalls

     Leading Edge   February 1, 2023  

    More data means more insights. At least, that seems to be the presumption behind a recent Salesforce survey of 6,000 marketers about 2023. The research finds that brands are looking to greatly diversify their data sources, from identity data to transactional records. From 10 sources on average in 2021 to 15 in 2022, they anticipate increasing to 18 sources this year.

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  • Retail Media Networks: A Forced Marriage or Perfect Partnership?

     Leading Edge   January 31, 2023  

    Love them or just live with them, there is no debate that retail media networks (RMNs) have had a spectacular rise to prominence. In a relatively short period of time, they have established themselves as the must-have marketing platform for retailers and the must-buy media platform for brands.

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  • 7 Tips for Communicating Brand Purpose

     Pulse   January 30, 2023  

    In a previous installment of Industry Insights, I shared some tips for defining a company’s brand purpose that guests on the Beyond Profit podcast have offered. While that process can be mysterious and daunting, so too can be the process of conveying to the wider world one’s purpose and one’s efforts toward its fulfillment. Fortunately, Beyond Profit has insights to impart on this matter as well, and seven tips offered by guests of the podcast follow below.

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  • Why Performance Is Paramount for Brands in 2023

     Leading Edge   January 30, 2023  

    “Performance Marketing” has had its time as a buzz word, but amid the current economic climate, it’s more important than ever. Consumer behavior has always been unpredictable, particularly in the last few years, and 2023 waters are looking to be quite murky. However, marketers can find clarity in measuring and optimizing performance.

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  • Retailers Require New Resources for Success in the Privacy-Centric World

     Leading Edge   January 27, 2023  

    For the last 20 years, marketers and advertisers have reached their target audiences on terms set by third parties. Google’s vast display networks, enabled by cookies, defined what we knew as digital advertising. Facebook took it one step further maximizing user-submitted, deterministic data, harvesting it for hyper targeting on and off the platform. It was a gold rush of sorts, with entire segments of the industry born out of the indisputable dominance of the two.

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  • 3 Ways Marketers Can Combat Uncertainty and Build Confidence in 2023

     Leading Edge   January 26, 2023  

    What are marketers concerned about right now? Recent discussions I’ve had with CMOs from a range of industries have revealed three consistent themes.

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  • 2023 ANA Policy Preview for Advertisers

     Leading Edge   January 25, 2023  

    The year was 1864, and the Confederate harbor of Mobile Bay was heavily fortified with “torpedoes” (i.e., sea mines). Despite warnings from his crew, Union Admiral David Farragut charged ahead, issuing his famous order, “Damn the torpedoes; full speed ahead,” an act of courage that resulted in his victory. That about sums up what advertisers must do to succeed in the perilous policy waters of 2023.

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