Industry Insights
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Ageism in Marketing Is a Problem — Let’s Fix It
Pulse June 30, 2022Ageism in marketing has been a problem for a long time. Really think about it. When was the last time you really saw older people in ads (that weren’t specifically geared toward aging)? You know, ads where older people are portrayed as themselves, living their lives, joyously?
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Attention Metrics Are More Important Than Ever
Leading Edge June 30, 2022ANA just ran a virtual conference dedicated to attention metrics. I learned so much — and want to share that learning.
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Web3 and the Future of Marketing
Leading Edge June 28, 2022Over the last several years, data privacy concerns have grown in both awareness and magnitude. Marketers and consumers alike have had to ask difficult questions and consider the implications of how data is shared, sold, and used across companies and platforms in a rapidly evolving digital ecosystem.
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Agile Creative Is a Brand Imperative — And the Key to Better ROI
Leading Edge June 27, 2022Performance marketing is misunderstood. In the marketing family, it is often regarded as the transactional, cold, and bottom-line focused cousin to the beautiful and inspiring storytelling of brand marketing. But that mental model is out of date. The truth is that done right, agile data-driven creative and inspiring brand creative are two versions of the same thing, and when they work together, they can be a brand’s superpower.
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How to Recruit and Retain Diverse Marketing Talent
Pulse June 23, 2022Amid rapidly changing demographics in the U.S. and the mainstreaming of diversity equity and inclusion is a growing responsibility on marketers to broaden their horizons to have the kind of workforce that will more accurately reflect what the country looks like now and will look like in the years ahead.
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Restaurant Marketing Strategies for 2022
Pulse June 23, 2022Restaurants suffered greatly at the hands of COVID-19, when only take-out could feasibly be an offering. Add staff shortages, supply chain issues, rising inflation, and gas prices to that blow, and one can see that restaurants have not had an easy time regaining their footing. With the pandemic mostly behind us, consumers’ pent-up desire for dining out has increased, and despite the other setbacks the industry is facing, restaurants are seeing a resurgence, as QSR magazine recently reported. The struggle is not over yet, however, and an agile approach to marketing a restaurant brand is key; the resources here look at some strategies restaurants can take to help their recovery.
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4 Marketing Leaders on Hiring and Retaining Talent
Pulse June 21, 2022In a complicated and changing time for marketers, retaining and hiring talent can be difficult. Meeting the cultural and technological needs of consumers can feel overwhelming, but it doesn’t have to be. Leading with empathy and agility can help set a team up to be able to have the confidence to test and learn — and learn from insights.
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Luxury in Marketing: The New Approach
Leading Edge June 16, 2022Another day, another high-end luxury brand getting into outdoor performance gear. This time, it’s Loewe’s turn, the oldest design house under LVMH. While a few years ago high-end luxury and outdoor equipment wouldn’t have been caught dead in the same sentence, it seems like today, many luxury brands are more focused on performance wear than savoir faire. This begs the question: What’s happening with the state of luxury today? Enter luxury’s new era: agency.
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Reach Out: Combining Paid and Organic Social Strategies for Success
Pulse June 16, 2022As audiences on major social sites continue to grow, opportunities (as with any other media type) for monetization grow as well. This is especially true for sites like Facebook and Instagram, where advertisers, according to Axios, are paying more for ads, and, as analysis from Ignite Social found, organic reach keeps dropping. In 2022 no brand can eschew social media marketing, but some brands can’t afford to go all-in on paid strategies, and an organic approach leaves little visibility. The solution?
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What Advertisers Need to Know About the AVOD Revolution
Leading Edge June 15, 2022News of Netflix’s Q1 and expected Q2 subscriber loss reverberated through the media world last month, prompting a flurry of speculation as to what this reversal of fortune forebodes for the rest of the TV landscape. Among the many implications discussed, one point of consensus quickly emerged: Subscription fatigue is real — and the fallout is ushering in a transition of power from subscription video-on-demand (SVOD) to advertising-based video-on-demand (AVOD) models.
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How To Build Your In-House Agency for True Success
Leading Edge June 14, 2022With the promise of higher Marketing Return On Investment, MROI, the shift of work from external agencies to the in-house agency model continues to increase. It’s an easy model to justify — if the in-house delivers.
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When It Comes to Privacy, It’s Time to See the Forest for the Trees
Leading Edge June 14, 2022Are we watching the forest and not noticing the trees? The bipartisan American Data Privacy and Protection Act Discussion Draft has so much in it that most everyone is trying to grasp the issues, with most of the discussion on preemption and a private right of action. But, in doing that, are we failing to focus on one other?
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Why Brands Must Respond to Shifts in Consumer Behavior
Leading Edge June 14, 2022In today’s economy, the inflation rate is constantly rising in response to rapid market fluctuations, and it’s causing large shifts in consumer behavior — especially in recent months as the cost of living has risen. Inflation has already affected consumer behavior in ways such as holding off on large purchases, making switches to alternative (less expensive) brands, spending less on dining out, and spending more frequently before prices increase.
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Why Advertising Talent Is Resigning and How Agencies Can Buck the Trend
Leading Edge June 13, 2022WorkReduce, which helps connect advertising talent with open roles, has heard this often over the past year. Many agencies and holding companies have seen staff leaving in droves and many have been unable to keep up with talent demands to sustain business growth.
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4 Innovative Marketing Strategies to Drive Platform Growth
Leading Edge June 9, 2022Nearly every modern business is leveraging a platform to enable successful business operations. As the digital era of marketing and business has evolved, platforms have taken off in popularity and become an integral part of every organization.
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The Importance of Perspective in TV Advertising
Leading Edge June 9, 2022It’s not easy to be a brand marketer in 2022. The speed of evolution and change in the media industry has created an environment where marketers are constantly forced to learn new processes, understand new technologies, and try new approaches.
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Zero Party Data: It's Not About Data Points, It's About Context
Leading Edge June 9, 2022A critical element of leveraging zero-party data is understanding and interacting with your audiences so that you can serve them what they want when they want it. Savvy publishing and media brands caught on to this long ago and have implemented strategies to deeply understand their audiences and utilize them for monetization strategies.
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In-Game Advertisers: Focus on the Gamers, Not the Games
Leading Edge June 8, 2022Mobile and video games experienced explosive growth during the pandemic. With more gamers staying put and non or casual gamers seeking variety in their entertainment sources, Statista reported that gamers hit a record 3.24 billion globally in 2021, and the industry reported $85.86 billion in video game revenue.
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In-Game Advertising
Pulse June 7, 2022Since their introduction, video games have been widely popular, but they saw a special sort of rise during the pandemic’s lockdowns, where sites like Twitch and the introduction of the Metaverse brought gamers to more sophisticated, communicative worlds that also fostered communities.
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6 Things to Know About TV in a Digital World
Leading Edge June 6, 2022The current media landscape is defined by screens across devices; we absolutely live in a multiscreen world with around the clock access to content. While viewers may not differentiate between linear, connected and streaming TV, marketers’ awareness of these differences is crucial for successful campaigns. Below are six key takeaways from new media research studies that marketers need to know in order to reach audiences at scale and make informed media planning decisions.
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