Industry Insights
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The IP Address Is the Permanent Solution for Proof of Performance
Industry Insights February 19, 2024In adtech, the market has a number of preconceptions about the IP address that are not necessarily accurate, so it is important to share a bit of additional context on the IP address.
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15 Questions to Improve Your Programmatic Advertising
Industry Insights February 16, 2024Improving performance is a journey. Marketers need to care about this. They must be curious and proactive. Media is often the largest marketing expenditure at most companies. Marketers need to "lean in" and be more active stewards of their media investments rather than delegating that entirely to their agencies. They need to dedicate time and people resources.
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Nonprofit Federation Member Spotlight Series: American Diabetes Association (ADA)
Industry Insights February 15, 2024ANA member American Diabetes Association (ADA) is working to prevent and cure diabetes and improve the lives of everyone affected by the disease. As ADA’s chief marketing and digital officer, Simone Grapini-Goodman is tasked with a broad remit of responsibilities to fulfill the organization’s mission. Alicia Osgood, director of communications for the ANA Nonprofit Federation, spoke with Simone about her journey to ADA, how ADA is navigating a tough fundraising environment, embracing new technologies, and powering their purpose through partnerships.
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Too Many Celebrities, Too Few Laughs: Why There Was Nothing Super About This Year’s Super Bowl Ads
Industry Insights February 15, 2024We need to talk about this year’s Super Bowl ads. Super Bowl? Super flop, more like. The Kansas City Chiefs may have written themselves into the history books with a thrilling win over the San Francisco 49ers in overtime on Sunday, but the nail-biting drama on the field was certainly not replicated off it.
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4 Ways to Elevate In-House Creative Agencies
Industry Insights February 14, 2024The world of in-house creative agencies is witnessing a paradigm shift, one that calls for a transition from tactical efficiency to transformational creativity. As a seasoned strategist and consultant in this dynamic space, I've identified four imperatives that distinguish the best in-house agencies: identity, structure, process, and positioning. Let’s unpack these elements to understand how they can revolutionize your agency.
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How to Recognize and Avoid Purpose-Washing
Industry Insights February 13, 2024While brand purpose has become a requirement for companies seeking to appeal to younger generations of consumers, the pursuit of it can be haunted by the dark twin of purpose: purpose-washing. Fortunately, guests on the ANA Center for Brand Purpose’s Beyond Profit podcast periodically offer advice on how to avoid this danger, and three tips from the show follow below.
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YouTube and Meta Don’t Care About Your Brand’s Safety
Industry Insights February 12, 2024The philosophy behind the default ad campaign settings of platforms like Meta, YouTube, and TikTok is simple: “More is better.” The more impressions and clicks a campaign get, the greater the brand awareness achieved. But as reports have recently revealed, this practice may be doing more harm than good when it comes to brand safety.
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Programmatic Buying: Where Do We Go From Here?
Industry Insights February 9, 2024With the promise of greater efficiencies, better targeting, and improved effectiveness programmatic buying has yet to deliver on those aims. To the contrary, a multi-layered, often opaque supply chain, increased intermediary fees, lack of measurement standardization, and persistent fraud have negatively impacted advertisers’ investments in this area.
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These Marketing Experts Shared Tips on Process
Industry Insights February 8, 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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How to Win the Super Bowl – Every Day
Industry Insights February 7, 2024As the biggest, most expensive audience left in advertising, the Super Bowl gives brands both a showcase and a classroom. As a showcase, 115 million live viewers can catapult or curtail a brand. The opportunity is magnified by the fact that you’re playing against average competition. System1 tested all 308 ads from the past four Super Bowls with more than 46,000 American consumers and found overall Big Game ads performed like average ads. As a classroom, the elements that get the best response in the $7 million+ spotlight can be used to create more effective ads throughout the year.
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The Future 100 Report: Key Takeaways
Industry Insights February 7, 2024VML’s The Future 100: 2024 Report was just released — and with it, insight for the present and predictions galore for the future. Read on for key takeaways.
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The Way Top CMOs Are Overcoming Today’s Challenges
Industry Insights February 7, 2024If there’s one thing that those of us who have had the privilege to serve alongside the top CMOs and leadership teams know, it is that the best of us consistently find ways to confront disruptive 800-pound gorillas throughout our career journeys – often, together.
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How to Define or Find a Brand Purpose
Industry Insights February 6, 2024While adopting a brand purpose has become an imperative for many companies, identifying what that purpose should be can often appear to be a mysterious and daunting process. By way of guidance, consider the following seven tips offered by guests of the ANA Center for Brand Purpose’s Beyond Profit podcast.
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Mike Frease of Whirlpool on Creativity
Industry Insights February 6, 2024Mike Frease, head of creative for Whirlpool is participating in ANA's 2024 ANA Award juries, specifically as an In-House Excellence Awards judge. Denise McDevitt, SVP of award programs at ANA, spoke with Chris to discuss what the judges will be looking for and what makes the difference between a good versus exceptional submission.
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These Pizza Ads Are a Study in Success
Industry Insights February 5, 2024Musician and spoken-word artist Henry Rollins is said to have once remarked that “pizza makes me think that anything is possible,” an observation that captures the intense emotion that the food inspires in so many of us. It’s fitting, then, that we should celebrate this remarkable meal-in-a wheel on February 9th, National Pizza Day. In honor of the occasion consider the following marketing efforts undertaken to promote pizza.
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Don’t Underestimate the CMO-CFO Relationship
Industry Insights February 2, 2024An essential part of a CMOs job is not only getting the work done, but making sure the work provides value and meaning for the consumer, meeting their needs and pain points, while also leveraging team skills, time, and budget efficiently. This is why Jenny Wall, CMO at VideoAmp, believes CMOs are the “voice of customers” and “unsung revenue heroes for advertising.”
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Content Is the Key to Mastering CTV Advertising Strategies
Industry Insights February 1, 2024To increase the effectiveness of your CTV advertising campaigns, you need to make discerning content choices, establish robust partnerships with the right content owners and platforms, and choose the best inventory to place your ads. But this probably sounds easier said than done.
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Ad Council's DJ Perera on Leveraging Media & Tech
Industry Insights January 31, 2024As Chief Media Officer of the Ad Council, DJ Perera oversees $1 billion in donated media support for public service ad campaigns annually. In March, she will host the ANA Media Conference. Bill Duggan, Group Executive Vice President of the ANA, caught up with her for the pre-conference conversation that follows.
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The Latest Trends in Hiring
Industry Insights January 31, 2024Robert Half, a consulting firm, recently released new findings regarding hiring trends and employee wants and needs.
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Budget-Friendly Impact: How These Two Nonprofits Drove Change in Healthcare
Budgeting Brilliance January 30, 2024With their purpose-driven campaigns, healthcare nonprofits Colorectal Cancer Coalition and Iroquois Healthcare Association exemplified how nonprofit organizations can drive meaningful impact without an extensive budget.
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