Industry Insights
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The Brands Connecting to Women Without Stereotypes
Pulse March 1, 2023Stereotypes are still in abundance, especially when it comes to gender. For women, there are many industries, interests, and places where women aren’t seen as part of the group. Representation in the media, and creating avenues for women to equally and safely participate, is essential to bridging the gender gap for women.
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Why It’s More Important Than Ever to Own Your Audience Data
Leading Edge March 1, 2023In 2010, there were a mere 400 million people on Facebook. The company was young and growing, and was friendly to brands and publishers. “Build your audience on Facebook!” they said. “Make them like your page and everyone will find you!” So, that’s exactly what brands and publishers did. Every small business did it. Every restaurant did it. Life was good!
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The Next Frontier for Programmatic Ad Tech
Leading Edge February 28, 2023Programmatic ad tech has certainly come a long way. Some might say it’s come all the way — all the way, that is, to reaching the initial goals we set out to achieve. Back when the industry began taking shape, it did so with focused purpose: to build the tech infrastructure and business processes to enable highly efficient media buying in a digital world. We’ve climbed that mountain.
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It’s Time to Build Creative into Your Performance Strategy
Leading Edge February 27, 2023Brands and agencies are collecting record amounts of data about their customers and are building data-driven processes into nearly every aspect of marketing. The one area that has not traditionally been data informed the way it should be is creative.
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Protecting Brand in a Performance-Driven World
Leading Edge February 23, 2023Everyone loves measurement. Put simply, it helps us confirm, amend, and deny various hypotheses and gives us the proof that marketing matters.
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4 Crucial Business Trends According to Gen Z
Leading Edge February 22, 2023As business leaders begin to set course for 2023, they face more uncertainty than ever – a perhaps preposterous statement considering the last three years. Economic downturn is crunching budgets, a distrusted media landscape is clouding judgment, and cultural pressures to “get it right” have never been higher.
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How 4 Marketing Leaders Are Inspiring the Next Generation of Black Talent
Leading Edge February 21, 2023It’s Black History Month, but is Adland doing all it can to help Black talent across the industry flourish?
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Using Programmatic DOOH to Reach the Right Audience
Leading Edge February 20, 2023How many times per iPhone update have you accidentally discovered a new feature you didn’t know existed? I recently learned of the ability to shuffle through a batch of images sent via an iMessage thread, like the way you would shuffle through a deck of cards. I could immediately see the way in which the feature is intended to save me time and energy and make the experience itself more enjoyable.
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The Cost of Integration Is Slowing Down First Party Data Progress
Leading Edge February 17, 2023The 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, 2023February 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, 2023Unified 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, 2023As 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, 2023The 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, 2023While 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, 2023ANA 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, 2023Over 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, 2023According 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, 2023Did 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, 2023Recession 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, 2023It’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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