Industry Insights
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CTV Ad Innovation Will Need to Overcome Cultural Roadblocks
Industry Insights April 18, 2024CTV represents the convergence of programmatic and linear TV professionals. To drive adoption, the industry will need to navigate those cultural differences. Here are some of the cultural roadblocks to CTV innovation.
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Measuring Gender Imbalance in Advertising
Industry Insights April 17, 2024The portrayal of women in advertising has evolved over time, reflecting changing societal norms and cultural expectations. However, in recent years, there has been a resurgence of gender stereotypes portrayed in advertising, particularly regarding how women are presented.
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Unlocking the Value of Media Automation
Industry Insights April 16, 2024In the modern media enterprise, automation has become an essential tool in the pitch-to-execution process. With fracturing audiences and structural changes looming in the digital ad market, media companies are learning how to do more with less while diversifying their core advertising offerings into higher performing omnichannel campaigns.
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The Future-Ready Agency: How to Achieve Long-Term Success
Industry Insights April 15, 2024According to a 2024 Setup survey, over 50 percent of brands are likely to change their primary agency this year — a 17 percent increase from 2023. This statistic underscores the growing complexity and competitiveness of the agency landscape. To thrive in this environment, agencies can no longer rely solely on project execution or longstanding relationships — they must challenge conventions, offer strategic insights, and demonstrate their value by delivering tangible business outcomes. But how can you do this?
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Key Tips for Marketing Talent
Industry Insights April 12, 2024Robert Half expert Amy Mangan shared key recommendations for navigating the job market. Whether you are seasoned talent or new to the workforce, it can be challenging to steer through the ever-changing ad industry.
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Connecting the Chief Sustainability Officer with the Chief Marketing Officer
Industry Insights April 11, 2024As sustainability efforts of companies continue to grow, many chief sustainability officers are turning their attention beyond their immediate issues to look at their footprint in marketing and advertising. It can only be beneficial to connect efforts in our industry with those experts, especially in the definition of emissions when it comes to marketing and advertising. We spoke to Bill Wescott, managing partner at Brain Oxygen LLC about this.
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Developing a Data Quality Framework for Gen AI
Industry Insights April 11, 2024Ever since the industry moved away from the commission-based compensation model that was in place through the 1980s, there has been interest in a range of different remuneration solutions.
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Creativity at the Speed of Culture: Q&A with KraftHeinz’s Simon Au
Industry Insights April 10, 2024Simon Au, executive creative director of The Kitchen North America, has built a team of award-winning creative minds challenging the notion that great creative takes time to develop. Simon and his fellow “Cooks” are showing the entire industry that the secret to nimble, on-brand, and culturally minded marketing lies in-house.
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Market Entry Remains a Challenge to Global Growth
Industry Insights April 10, 2024Navigating the complexities of global market entry represents a significant challenge for business leaders striving to expand their companies' reach and accelerate new growth. The intricacies of international markets, from cultural nuances to regulatory frameworks, often present formidable hurdles. Moreover, the demands of aligning resources and adapting products, services, messaging, and communications can feel overwhelming.
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Programmatic Transparency: Made for Advertising Websites Are Too "Good" to Be True
Industry Insights April 10, 2024MFA sites have been back in the news, prompted by the “revelation” that significant portions of major brands’ programmatic spend continues to make its way to these low-quality content sites. So, in this, our first deep dive into the key findings of the study, let’s lay out what MFA are, how they work, why they’re a problem, and what you should do about it.
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Navigating the Future of Commerce Media with Data Collaboration Platforms
Industry Insights April 9, 2024As the commerce and retail media landscape undergo rapid evolution, astute industry players are presented with a unique opportunity to capitalize on changing dynamics. The rise of non-endemic advertising, where brands advertise on platforms not directly associated with product sales, has opened significant growth avenues for commerce media networks. To effectively seize these opportunities, precise measurement models and strategies have become indispensable.
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Why Current Anti-MFA Approaches Aren’t Enough
Industry Insights April 9, 2024The latest made-for-advertising scandal shows that, while industry attention to so-called MFA sites has skyrocketed in recent months, it’s harder for brands to avoid MFAs than many in digital advertising suggest.
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B2B Marketers Need a New Cookie Recipe
Industry Insights April 8, 2024In the third-party cookie heyday, it was easy and profitable for B2B marketers to take the easy road. They could broadly define the necessary audience segments they wanted, similar to how one might sift through a bag of "M&M's. Once a B2B marketer settled on what they wanted, they assumed that they could just buy green or red M&Ms from any partner and they’d all be the same.
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Brad Barnett of Nationwide on Strategic Branding
Industry Insights April 8, 2024Brad Barnett is VP of enterprise marketing at Nationwide. Barnett will be a speaker at the ANA Brand Masters Conference, April 15 to17 in Carlsbad, California. ANA senior director of brand and media John Paquin recently sat down with Barnett for a pre-conference interview where they discussed having an iconic jingle, strategic partnerships, and utilizing budget.
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CPRA: What All Advertisers Must Do to Comply
Industry Insights April 5, 2024The California Privacy Rights Act (also called CPRA or Proposition 24) amended and added new privacy protections to the California Consumer Privacy Act (CCPA) that advertisers must comply with.
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4 Marketing Experts on AI & Organization
Industry Insights April 4, 2024ANA 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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Greenwashing, And How to Avoid It
Industry Insights April 4, 2024Greenwashing is advertising that carries misleading environmental claims, and it is a serious issue. An issue that could damage public trust in the genuine sustainable claims that brands make. It is essential that, as an industry, we promote our clients in totally open, honest, and transparent ways so that we can preserve the public’s trust in our work. Greenwashing not only erodes trust towards advertising (thus, reducing overall advertising effectiveness) but could even discourage companies from promoting their green initiatives, in fear of being labelled “greenwashers.” This is a topic that we need to get right.
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Key Takeaways from the ANA’s 2024 LGBTQ+ Marketing Inclusion Survey
Industry Insights April 3, 2024Recent findings from the ANA’s latest LGBTQ+ Marketing Inclusion Survey show an upswing in support for LGBTQ+ representation in marketing. For instance, the report found that 55 percent of marketers participate in some form of LGBTQ+ marketing, with a resounding 97 percent believing inclusivity has a positive brand impact. Rainbow-washing has decreased, with inclusive marketing becoming more of an all-year occurrence, rather than just a Pride-month moment.
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National Beer Day: Showcasing Effective Campaigns
Industry Insights April 3, 2024Given how much satisfaction beer gives us (sometimes too much!), it’s appropriate that we should commemorate the fizzy, malty, hoppy beverage on April 7th, National Beer Day. In honor of the occasion, consider the following innovative marketing efforts undertaken to promote this fine elixir.
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Why Marketers Don’t Succeed at Personalization
Industry Insights April 2, 2024Deloitte’s most recent biannual survey of more than 300 CMOs found that an investment in the “right tech” is a top priority for driving organic revenue growth. Among available tactics, technology-driven efforts to drive personalization, or messages tailored to individual shoppers’ preferences, have emerged as an essential strategy for growing companies.
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