Industry Insights
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Scaling Chaos: Why Codifying Your Brand Is Vital for Survival in the Age of Gen AI
Leading Edge January 8, 2025Generative AI has the power to scale the success of a well-defined brand, and for those brands it will be truly transformative for all the right reasons. But it can also have the opposite effect on weaker brands, potentially exposing or highlighting flaws. Whether AI helps your brand soar or stumble depends hugely on how well you’ve codified it.
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SeeHer’s Best Practices for Representing Women in Health and Wellness Marketing
Pulse January 7, 2025SeeHer, noticing the lack of resources for this prevalent communications issue, created a guide of the best practices for representing women in healthcare advertising.
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The Flight to Quality Could Turn the Open Web into a Walled Garden
Leading Edge January 7, 2025In the past year, reports exposed the problem with MFA websites and advertisers began their “flight to quality,” rooting out questionable websites from their plans. Clearly, ensuring that advertisers only pay for inventory on real websites is a good thing. Not only should advertisers’ outcomes improve, focusing media spend on quality content ensures that publishers with integrity earn revenue, supporting their businesses and giving audiences better experiences and better information.
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10 Opportunities for Marketers Using Generative AI in Search Marketing
Pulse January 6, 2025As we enter the new year, marketers continue to face a progressive transformation, with generative AI emerging as the most powerful tool in our arsenal. As traditional search marketing strategies evolve, savvy marketers are discovering unprecedented opportunities to leverage AI across multiple dimensions of their search marketing efforts.
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As ChatGPT Turns Two, Have Marketers Bought into the AI Hype?
Leading Edge January 6, 2025As AI becomes faster and more advanced, marketers can run queries and develop campaigns much easier on user interfaces using natural language, simplifying activities and removing their reliance on platform experts to do this.
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How Agencies and Brands Create Successful Communications Strategies in 2025
Leading Edge January 3, 2025Across the media landscape, advertisers and marketers are encountering a seismic shift in media consumption patterns. Fragmentation is a challenge and an opportunity. It is one that is reshaping the traditional ways we reach audiences.
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Rewriting News Media’s Journey Forward
Leading Edge January 3, 2025Over the past few years, publishers have been on a roller coaster, navigating steep drops in revenue, sudden turns in ad demand, and a seemingly endless climb to capture the elusive attention of digital audiences. While headlines have painted a grim picture, suggesting that news as we know it is on the brink, the real story is much more complex — and, in some ways, surprisingly hopeful.
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Responsible Marketing: Getting It Wrong the Right Way
Leading Edge January 2, 2025For many brands, corporate fragility is the Achilles’ heel that prevents them from admitting wrongdoing or accepting criticism, even at the expense of their own credibility and integrity. Instead of embracing feedback as an opportunity for growth, fragile organizations recoil from criticism, opting to deflect blame or bury their heads in the sand. This defensive posture stems from the misguided belief that admitting fault is a sign of weakness rather than brand strength.
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From Advancing Through the Funnel to Forging Long-Term Relationships
Leading Edge December 30, 2024The question for marketers is no longer about how to guide consumers through the marketing funnel, but instead, how to build enduring, valuable relationships over time in a new era where trust is currency, and brands need repeat business to meaningfully succeed.
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Editor Highlights: ANA's Programmatic Study, SMBs, and LGBTQ+ Strategies
Pulse December 27, 2024Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.
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Elevating Brand Relationships: A New Era of Purpose and Humanity
Leading Edge December 23, 2024Taken together, ongoing market uncertainty, shifting consumer sentiment and digital transformation are demanding a fundamental evolution in the operational ethos for purpose-led brand development. In our rapidly changing landscape, the ability to adapt while maintaining meaningful connections is more crucial than ever.
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Brands for Good: Four Brands’ Commitment to Sustainability
Pulse December 20, 2024Often when brands think about creating a positive impact on society, many first look toward sustainability issues like waste, pollution, and energy use. And while those are important, there are many other areas of society that need support and awareness, such as desertification, wildlife preservation, homelessness, and sea life environments.
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Marketing Mix Modeling Is the Foundation for Brand Marketer Accountability
Leading Edge December 20, 2024At a time when clients are demanding greater scrutiny across all their media investments, while frustrated by the limits of digital attribution and the increasing costs and uncertainty of regulatory pressure, the ad biz finds itself at a critical inflection point.
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Resource List of Certified Diverse Suppliers for Marketing/Advertising
Leading Edge December 19, 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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Supporting the LGBTQ+ Community Won't Damage Your Brand
Leading Edge December 19, 2024The results of the U.S. Presidential elections have caused a great deal of angst and fear among LGBTQ+ and other marginalized groups in society. And with good reason – FBI data shows that hate crimes rose by 20 percent during the last Trump administration.
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Maximizing Agency Success: Leveraging Media for Growth
Leading Edge December 18, 2024Here are some practical tips and strategies to leverage media to increase your revenue.
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Navigating Purpose Through the Next Four Years and Beyond
Leading Edge December 18, 2024In a world grappling with uncertainty, purpose offers leaders a way forward — guiding business decisions and influencing how their brands engage with society at large. In the next four years, purpose can serve as a rallying point, motivating brands to rise above the moment’s challenges and envision a more connected, hopeful future.
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Engage to Earn Is Everything in Marketing
Leading Edge December 17, 2024The contemporary expression of the “Marketing is everything. And everything is marketing” mantra can be found in a high-growth but often underappreciated sector of marketing: Engage to Earn.
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New Year’s Is Upon Us – Make Ethical Marketing Your Key Resolution
Ethics Issue Alerts December 17, 2024As we look ahead to the New Year 2025, we all are making resolutions to do and be better – aspiring and planning is a wonderful way to refresh and invigorate your outlook. This is also a perfect time to add the ANA ethics tools to your resolutions. And it’s easy! Here are the ways you can champion ethics in 2025 for your own ethical approach and to advance our industry.
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2025 Predictions: The Year Digital Advertising Reinvents Itself
Pulse December 16, 2024As 2024 fades into memory, the digital advertising industry is bracing for a transformative year. Fueled by rapid technological advancements, sustainability imperatives, and evolving consumer expectations, 2025 is set to redefine the way brands connect with audiences. Industry leaders predict a future shaped by purposeful storytelling, AI-driven innovation, and a steadfast commitment to efficiency and collaboration. Here’s what lies ahead for advertisers navigating this pivotal moment.
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