Industry Insights
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Are Gaming Platforms the Next Addition to the Omnichannel Marketing Strategy?
Leading Edge October 14, 2022Over the past few years, the marketing industry has seen a substantial increase in digital ad spend and brand exploration in terms of virtual and immersive strategies for customer engagement. While statistics show that ad spend on gaming sits at around $6 to $8 billion in the U.S., representing less than 6 percent of total digital advertising spend, the growth trajectory for advertising across gaming platforms is projected to be fast-paced with very minimal limits on the potential these platforms offer brands in terms of customer engagement.
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Creative Ways Brands Can Gain More Attention
Leading Edge October 13, 2022Coke and other brands with product placements in Season 4 of Stranger Things earned $27 million in brand value according to a YouGov study. If that doesn’t count as audience attention, then I don’t know what does. Yet, many digital advertisers don’t think about it that way yet.
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Colgate Discusses the Latest on Brand & Performance Metrics
Pulse October 12, 2022Colgate Palmolive’s Renee Milliaressis, chief media officer, and Patrick McGraw, director of global analytics integration, recently sat down with the ANA’s Michael Berberich, senior director of content & marketing, to discuss their views on brand and performance metrics.
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End-Of-Year Advertising Will Be Stronger Than Some Predict
Leading Edge October 12, 2022The end of the year is quickly approaching. In the advertising world, the changing of the calendar from September to October signals the beginning of a time-tested and frenzied period of heightened spending activity, during which advertisers and brands seek to capitalize on the looming holiday season.
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From Hesitation to Hope: A Marketer's POV on Hispanic Heritage Month
Leading Edge October 12, 2022My feelings toward Hispanic Heritage month are complicated. As a Latina born in San Juan, Puerto Rico who has dedicated the last two decades to multicultural marketing, my life is devoted to honoring my heritage.
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Marketing Micro-Moments
Pulse October 12, 2022Google defines micro-moments as occurring, “when people reflexively turn to a device –increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”
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Enhancing App Relevance with Media and Personalized Experiences
Leading Edge October 11, 2022The average U.S. consumer has approximately 55 apps installed on their smartphone, according to T-Mobile Advertising Solutions. But how many of those apps are they actively engaging with? For too long, mobile marketers have focused solely on raw app install counts as their primary measure of success. But it’s time the industry at large started paying closer attention to what happens after the install.
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Maximizing Your Brand Reach During Ad Week
Leading Edge October 11, 2022There are plenty of things to consider when planning your company’s approach to Advertising Week. Apart from the panels and networking events you’d like to attend, it is important to consider when and where you’d like to promote your brand.
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Optimize Your Reach with Audience-Based Frequency Capping
Leading Edge October 11, 2022Consumers are hanging on to their pandemic streaming habits. This elevates connected TV (CTV) as a critical channel for reach – which, it turns out, is just in time for the rebound of many marketers getting back into the market.
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Why Global B2B Marketers Can’t Forget That Businesses Are Made Up of People
Leading Edge October 11, 2022Global B2B enterprise marketing is complicated but can be reduced to answering one question from the customer’s perspective: Why would I spend seven figures on this one software-as-a-service company or hardware product? And while making sure marketing is aligned with sales and other “blocking and tackling” issues are crucial, I contend that emotion too often ends up minimized or erased from technical product marketing in favor of hard metrics.
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Proactive Steps Marketers Can Take to Mitigate Recessionary Impacts on Their Brand
Leading Edge October 7, 2022Marketing teams around the world are thinking long and hard about the ‘R’ word. From New York to London, it’s hard to avoid stories that predict an upcoming recession. This report from the World Bank warning that the risk of a global recession in 2023 continues to rise is just one recent example.
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5 Inspiring Quotes on Finding True Purpose
Pulse October 6, 2022ANA 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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How and Why Brands Need to Up Their Influencer Game
Leading Edge September 29, 2022Influencer marketing is no longer in its infancy. Globally, it now feels like it’s going through its messy teenage years but is quickly moving toward maturity. One sign is the shift from campaign-based influencer interactions to fully-fledged always-on influencer programs.
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Real Ways to Deliver ROI with Data Enrichment
Leading Edge September 29, 2022The modern marketer’s job now extends beyond eye-catching creative, impression volume, and engagement metrics. Marketing teams must define customer bases with the highest lifetime value — and then deliver those audiences at appropriately scaled acquisition and retention costs. As the ad industry looks for ways to maximize the use of data and audience insights amid cookie deprecation, data enrichment is moving to the forefront.
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These Award-Winning Brands Lead with Purpose
Pulse September 29, 2022Mastercard Chief Marketing and Communications Officer Raja Rajamannar has expounded eloquently on this imperative. In an episode of the ANA Center for Brand Purpose’s podcast Beyond Profit, he explained: “As a marketer, you're in a very privileged position. You have access, you have the resources, you have influence, and you have capabilities to shape the cultures of societies. I think all the privilege comes with responsibility. The responsibility is to do something good for the society. Why do you do it? Because it's politically correct? Or because it gives you some better return for your business? You do good because you're in a position to do good. And in the process you do well.”
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Data: Seeing the Big Picture
Leading Edge September 27, 2022Effectively gathering and quantifying consumer data is no longer a luxury, but a necessity in today’s market. Huge quantities of data can be amassed at dizzying speeds, and the amount of campaign information accessible to marketers has grown at an exponential rate. Between 2010 and 2020, the amount of data utilized by marketers increased from 1.2 trillion gigabytes to 59 trillion gigabytes, according to Forbes. However this statistic does not take into account the ways in which that data was communicated.
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Reducing Customer Acquisition Costs Comes Down to Zero-Party Data
Leading Edge September 26, 2022Customer acquisition costs are growing. Some have estimated that it costs five times more to acquire a new customer than it does to retain an existing one, as reported by Forbes. With big changes on the horizon such as the deprecation of third-party cookies and a possible economic slowdown, marketers are trying to determine smarter and more efficient ways to acquire and keep customers.
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Fostering Advertising with Greater Integrity
Leading Edge September 22, 2022Contextual advertising is enjoying a resurgence as advertisers seek a way to tailor ads to customers without relying on behavioral or demographic data that is disappearing from the market due to privacy changes. But contextual advertising isn’t just a highly effective alternative to cookie- or mobile ID-driven targeting — it offers a broader path to advertising with integrity.
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Navigating Media Investments in a Fast-Paced World
Leading Edge September 21, 2022Advertising hangs in a delicate ecosystem, and recently, it’s at the mercy of environmental shifts beyond its control. The call for more trust, privacy, and transparency has led to the impending sunset of third-party cookies. Technology proliferation and increasingly complex digital landscapes has contributed to leaky media budgets and confusion about where media dollars are really going. Unlocking the right data around existing media spend can help restore balance between value, ROI, and spend transparency.
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Consumer Spending Is Shifting — Here’s How to Adapt
Leading Edge September 15, 2022Economists and accountants might be undecided about whether we’re in a slowdown, a temporary downturn or a full-blown recession, but consumers are sure of one thing: They’re ready to see the world again. After two-plus years of being grounded during the pandemic, consumers are voting with their credit cards and ready to spend. On certain things, that is.
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