Industry Insights
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How to Create a Conversion-Boosting Referral Program for Your D2C Brand
Leading Edge August 1, 2022As the D2C space rapidly expands, heating up the competition, many brands are leaning on the power of customer referrals to generate awareness and drive sales. Learn how your business can leverage the enthusiasm of your customers to grow a community of ambassadors who promote your growth by sharing about your D2C brand with their friends, family, colleagues, and social media networks.
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Procurement 2022: The Good, the Bad, and the Ugly
Leading Edge July 29, 2022In 2010, the ANA published a landmark report, “Procurement: The Good, the Bad, and the Ugly.” The work took the pulse of the industry on the state of marketing procurement at that time, and measured practices and perceptions among professionals in three functional areas: procurement/sourcing, marketing/marketing services, and agencies. In 2022, we repeated and built upon that prior research to track progress (or lack thereof). Results were just released!
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How to Create an Incredible AR Advertising Experience
Leading Edge July 28, 2022Advertisers are eager to impress people with incredible experiences on augmented reality (AR.) The real magic of digital channels, from display banners to video to mobile ads, is in the new ways brands can tell a story to connect with an audience. AR is no different and, because it’s billed as an immersive experience, the stakes are particularly high to get AR creative right.
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Integrating Accessibility into Marketing & Tech
Leading Edge July 28, 2022Despite recent progress, there is a long way to go in integrating accessibility into the fabric of the marketing and technology ecosystem. The more we understand about the barriers that come between people with various disabilities and online content, the stronger the moral imperative becomes to intentionally build sites and digital tools that are truly accessible.
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Financial Services Marketing: What to Know
Pulse July 27, 2022Discover how bank and financial services marketing has evolved in recent years. Explore strategies for delivering personalized customer experiences and adapting to changing consumer expectations.
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How Companies Are Responding to the Reversal of Roe v. Wade
Leading Edge July 27, 2022Many companies have responded with initiatives that empower women to advocate for and continue to have access to safe abortions. These efforts include an expansion of travel benefits, work relocation programs, and advocacy related investments.
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How the ANA’s Marketer-Led Initiative Is Progressing
Leading Edge July 21, 2022The ANA’s Cross Media Measurement (CMM) Initiative has made extensive progress over the past year, entering a pivotal – and exciting – stage. In 2021, the ANA began building the framework to answer a critical marketer knowledge gap. Now, with the foundation and planning complete, the ANA’s marketer-led initiative is focused on testing, developing, and optimizing.
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Celebrate National Junk Food Day
Leading Edge July 18, 2022Candy, cookies, and chips sometimes get a bad rap as “empty calories.” Maybe so, but the marketing they inspire is brimful of creativity. As we prepare to celebrate National Junk Food Day on July 21, take a peek at a few of the campaigns used to promote some of the more indulgent snacks in the food pyramid.
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How to Reach Moviegoers This Summer
Leading Edge July 18, 2022Things have been heating up this summer at the box office. Top Gun: Maverick topped the $1 billion mark in global box-office revenue over the course of its five-week run in theaters. It’s not the only film that’s earning the attention of moviegoers – Paramount’s Top Gun was in a dead heat with Warner’s “Elvis” biopic on its opening weekend, and Universal’s Jurassic World: Dominion has also been a top grosser.
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Contextual Versus Behavioral Advertising: Which Is Which?
Leading Edge July 12, 2022Most web browsers are slowly slipping away from third-party cookies, and no one can deny that it caused quite the turmoil in the advertising industry. No wonder various marketers and advertisers are constantly searching for alternatives to reach consumers. Evidently, behavioral advertising can now be considered a challenge because it leverages cookies - leading to a favorable edge for contextual advertising.
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Brand Purpose at a Crossroad: Evolve or Self-Implode
Leading Edge July 7, 2022Purpose. It’s like a misunderstood Halloween — just because you put on that hero’s cape, you are not a hero. For most brands purpose is either viewed as a lifebuoy or as a crusade toward growth.
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5 Inspiring Quotes on Building an Audience
Pulse July 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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The Secret Benefit to Personalization
Leading Edge July 6, 2022Businesses no longer just need to capture markets, they also have to capture moments - the exact points in time when a customer is searching for a product and is ready to buy. This means brands need to be right there when those crucial high-intent moments occur. Brands also need to be able to anticipate those moments using data and analytics—and then capture those essential moments by quickly connecting customers with whatever they want.
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5 Video Advertising Priorities for Brand Marketers
Leading Edge July 5, 2022This year’s Cannes Lions International Festival of Creativity was a prime moment for brands, agencies, creatives, and technology companies, following a pandemic-induced hiatus. Key themes included sustainability, diversity, equity and inclusion, data and technology, brand creativity and effectiveness, talent, and business transformation — backed by numerous resources, insights, and events.
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How Ad Agencies Can Better Source and Nurture Talent
Leading Edge July 5, 2022The Great Resignation has challenged businesses across industries, and the media vertical is no exception. Agencies and holding companies are struggling to source and retain talent, leading some to question whether there are enough skilled candidates to go around.
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Is Text Marketing Effective? What You Need to Know from a Marketing Pro
Leading Edge July 5, 2022As a marketing professional who’s spent most of my career helping businesses with their marketing needs, I am here to announce that text marketing is here to stay. In this fast-paced world, this form of marketing just makes sense. Texts are direct, to the point, and don’t take a lot of time to draft or send.
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The Capitalization of Culture
Leading Edge July 5, 2022We have become a country of months: Black History Month, Women's History Month, Asian American and Pacific Islander Heritage Month, Latinx Heritage Month, and more. June is, of course, the month-long celebration of LGBTQ+ Pride.
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How Data Stole the Show at Cannes Lions 2022
Leading Edge July 1, 2022Fresh off a week at the 2022 Cannes Lions International Festival of Creativity, I, like many other attendees, have come home reinvigorated (and albeit jet-lagged) about how data will play a vital role in the future of advertising. Between hosting marketers at our designated spot on MediaLink Beach, my team was also able to attend awards presentations, panel discussions, dinner meetings and soirees with seemingly endless carafes of rosé.
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Now That June Is Over, Your Brand’s Commitment to Pride Really Begins
Pulse July 1, 2022Being an outspoken ally to the LGBTQ+ community during the month of June is easy. Since so many brands do it now, the act has lost almost all meaning. That’s not to say that brands should no longer offer their support during PRIDE month. Of course, they should. But doing so is now the barest of bare minimums. And in the world we’re living in today — where the rights of many are under assault — doing the bare minimum is no longer enough to consider your brand a true ally. Not that it ever should have been in the first place.
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VP of Brand Engagement at Denny’s on TikTok-Inspired Menu
Leading Edge July 1, 2022COVID-19 caused a significant category-wide decline in in-store traffic, with consumers spending more time engaging with a brand’s digital presence, ordering delivery, and spending more time on social in general - with TikTok playing a starring role. We needed to generate #FOMO for the brand to drive traffic back in-store once COVID-19 receded. To do so, we worked with 24 up-and-coming TikTok stars to act as hype machines to welcome the world back to Denny’s, co-collaborating on unique menu items and social/digital content to drive urgency among their social communities and re-ignite crave for our food.
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