Industry Insights
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Attention: Why It's More Than Just Viewability 2.0
Industry Insights June 10, 2024In a world full of advertisements, the burning question remains: How can we keep consumers truly engaged? As our industry evolves daily, advertisers are taking a deeper look, moving beyond conventional metrics like viewability, and embracing innovative measurement tools to gauge attention. However, as new measurement tools arise, so does the need for standardization as we navigate uncharted territory.
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8 Brands Poignantly Promoting Inclusivity
Industry Insights June 7, 2024When strategizing and ideating on campaigns, it’s important to prioritize serving your audience effectively. What are the pain-points your brand and/or products are trying to address and alleviate? Taking this human approach is an integral step in marketing more inclusively and compassionately. Below are campaigns that successfully consider their audiences authentically and inclusively.
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Creativity, Composability and Compliance: Prevailing Themes from ANA Marketing Technology for Marketers Conference
Industry Insights June 7, 2024At the ANA Marketing Technology for Marketers conference, key takeaways centered on upholding creativity as the driving force behind martech innovation, designing adaptable and composable marketing architectures, and prioritizing data privacy compliance as platforms grow more sophisticated.
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“Hey Siri, Design Me a Campaign”: Exploring the Future Of AI Advertising
Industry Insights June 6, 2024Given the speed of AI developments, including natural language voice commands, automated audience segmentation, generative asset generation, and dynamic versioning, this may not be so far away. The question is not if fully automated AI-powered ad campaigns will happen, but when.
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Contextual Runs Deeper Than You Think: 3 Use Cases to Consider
Industry Insights June 5, 2024Marketers are showing renewed interest in contextual advertising as they explore alternatives to cookie-based targeting. This is worthwhile as the traditional purpose of contextual advertising – targeting ads based on content – remains valuable. Still, novel applications of contextual data can enable new techniques that deliver a better return on ad spend, which can at least partially address losses from cookie deprecation.
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Resource List of Certified Diverse Suppliers for Marketing/Advertising
Industry Insights June 5, 2024To help the marketing/advertising community, the ANA has curated a list of certified diverse suppliers that work in our industry.
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Content Marketers, Make Your Own Story Map
Industry Insights June 4, 2024The term story mapping is used in a number of past and current contexts. It is most predominant as a component of agile software development, where it refers to the idea of grouping user “behaviors” (or stories) as a workflow to describe how software should behave.
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Purpose: From Performative Gestures to Strategic Value Creation
Industry Insights June 4, 2024Marketing strategist Anne Bahr Thompson examines the evolving nature of brand purpose, and the industry’s current sentiment around it.
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A Cookieless Future: Delayed Again, But Still Imminent
Industry Insights June 3, 2024The latest hold-up for Google’s plans to finally eliminate third-party cookies by the end of 2024 comes in response to more industry and regulatory pushback on Chrome’s alternative Privacy Sandbox solution and their initial test rollout that began January 2024 when it disabled third-party cookies for 30 million Chrome users, 1 percent of their three billion users worldwide.
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The LGBTQ+ Community's Resilience Amidst a Challenging Year
Industry Insights June 3, 2024The past year has been a rollercoaster for the LGBTQ+ community. We've seen a disheartening trend of businesses retracting their support and bowing to pressure from a vocal minority. This wave of boycotts and backlash has left many feeling disheartened and vulnerable. However, it's precisely during these challenging times that we must stand together, united in our resilience and unwavering in our hope.
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4 Campaigns That Leverage Experiential Marketing
Industry Insights May 31, 2024In today’s world, endless scrolling not only saps attention, but also clutters the marketplace with information and products. For a brand, this situation can be a challenge when trying to differentiate in a crowded forum. Crafting experiences that bring people together and inspire fun, however, can be a game-changer. What better way for a brand to build community and create fond memories?
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A Call: Principal Media Case Studies
Industry Insights May 31, 2024The ANA recently released a study titled "The Acceleration of Principal Media," which reveals that when it comes to buying media, ad agencies are increasingly acting as principals rather than agents. It features four case studies highlighting how marketers have leveraged principal media.
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How Being an Air Traffic Controller Prepared Me for a Career in Advertising
Industry Insights May 31, 2024Ad serving is known for its speed, as it takes only a few milliseconds to win a bid and serve an impression. However, the risk of bidding incorrectly pales in comparison to the consequences of making a wrong decision as an air traffic controller; this is a key difference between the two. Working long hours in a high-pressure environment and monitoring movement on my screen was the best training I could have had for my work in advertising technology today.
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Marketers: Work with Creators to Tap into Summer Sports Events in 2024
Industry Insights May 30, 2024For marketers, the tie-in to sports has long been an effective and engaging tactic. With the continued growth of creators and influencers, this summer will provide a rich content opportunity for all creators, even ones not focused on sports.
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Pathways to Transparent Media: The Growing Complexity of Today’s Media Buying
Industry Insights May 30, 2024The role of a media buyer has shifted dramatically since the dawn of digital marketing. Gone are the days of phone negotiations for spots in local or national print. Today's buyers need to navigate a complex ecosystem, from the ad platforms such as DV360 and Meta to the burgeoning retail media networks of Amazon, Walmart, and the like.
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Women’s Sports Can Launch the Next Era in CTV Advertising
Industry Insights May 29, 2024Despite the countless memorable moments provided by highly entertaining Super Bowl ads over the years, I am still most affected by the poignant messaging of P&G’s “Like a Girl" commercial. The video effectively exposed a gender stereotype, while inspiring girls everywhere to be proud of themselves and fight for women’s equality in sports.
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The Pitfalls to Avoid When Planning Your Data Story
Industry Insights May 28, 2024This article tackles the three main pitfalls to avoid when planning your data story.
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Unlock Experience Innovation with These Steps
Industry Insights May 28, 2024In my latest book, "Seeing the How: Transforming What People Do," Not Buy to Gain Market Advantage, I emphasize the importance of looking through different lenses to identify marketplace opportunities. One of these lenses is titled "Go the Rental Route," and a simple way to activate that lens and see the marketplace with fresh eyes is to go down to your basement (or storage locker if you don't have one) and take a look around.
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Programmatic Transparency: Why Inclusion Lists, Not Exclusion Lists, Are the Answer
Industry Insights May 24, 2024One of the many things we can learn from the ANA’s Programmatic Supply Chain Transparency Study is that inclusion, not exclusion, is the answer. So, in this, our fourth deep dive into the implications of the study’s findings for advertisers, let’s have a look at why that is and why getting started should be on you and your media teams’ immediate to-do lists.
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The Campaigns Successfully Marketing to Millennials and Gen Z
Industry Insights May 24, 2024Advertisers have long been invested in marketing to younger audiences; gen Z and millennials are no exception. For many companies, finding ways to engage with these two generations has become integral to their campaigns. Below are successful case studies that illustrate companies authentically connecting with gen Z and millennials through experiences, product launches, and content.
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