Committee Thought Leadership
Increasingly, ANA committees play thought leadership roles in addressing key industry issues. Examples include:
Programmatic Transparency Benchmark: December 2024 Findings Update
December 2024
The ANA announced findings from its 2024 Programmatic Transparency Benchmark Study, which provides a unified measurement framework to the programmatic advertising industry. The study finds 7.9pp improvement of ad spend efficiency, but less than half of spend reaches consumers.
Programmatic Transparency Benchmark
June 2024
The ANA and TAG TrustNet have released early findings from their first quarterly Programmatic Transparency Benchmark Study, which seeks to collect, reconcile, and analyze ANA members’ log-level data to establish supply chain metrics against which individual can regularly assess their own programmatic campaigns.
ANA Programmatic Media Supply Chain Transparency Study: Complete Report
December 2023
The ANA Programmatic Media Supply Chain Transparency Study delves deep into the dynamic world of open web programmatic advertising, with a keen focus on a pivotal issue: transparency.
Influencer pay equity
November 2023
Industry leaders created this guide to address transparency within the influencer marketing supply chain and the reported pay gap between white and BIPOC influencers. It offers a roadmap for marketers committed to equitable compensation and greater transparency in the $34 billion influencer industry.
The Cost of the Pitch
July 2023
Agencies devote significant resources to the defense of an existing account when put into review and to the pursuit of new business. Research from the ANA and 4As identified a significant cost to the client when they run a review as well, as it is a time-consuming and resource-intensive process.
The Continued Rise of the In-House Agency: 2023 Edition
May 2023
Every five years since 2008, the ANA has surveyed our members on the topic of in-house agencies. Findings in 2023 show that eighty-two percent of ANA members now have an in-house agency — up from 78 percent in 2018, 58 percent in 2013, and 42 percent in 2008.
U.S. Commercial Production Tax Incentives
December 2022
Tax incentive programs started to appear about 30 years ago in the film and television industries to keep U.S. productions from going offshore for lower costs. The purpose of this paper is to provide an overview of these incentives, outline the process for participating, and make advertisers aware of these incentives.
Trends in Agency Compensation
November 2022
For more than 50 years, the ANA has fielded a unique and comprehensive agency compensation survey among client-side marketer members. According to the results of the latest ANA’s Trends in Agency Compensation survey, fees, particularly labor-based fees, are the most dominant method of compensation today.
Agency Search Simplification
September 2022
The ANA and the 4A’s surveyed their respective members to understand the various pain points in the agency search process, as well as their value (or lack thereof) to the overall process. This report contains the results of that survey, as well as key findings, conclusions, and next steps.
Procurement 2022: The Good, the Bad, and the Ugly
July 2022
In 2010, the ANA published a landmark report on the state of marketing procurement and measured practices and perceptions among professionals in three functional areas. In 2022, we repeated and built upon this prior research to track progress (or lack thereof).
Influencer Marketing Measurement Guidelines
June 2022
The ANA’s Influencer Marketing Advisory Board created a set of guidelines for influencer marketing measurement in collaboration with leading agencies and the major social media platforms.
In-House Agency Fact Book
June 2020
The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies.
The Power of Supplier Diversity
May 2020
A supplier diversity program is a proactive business program which encourages the use of women-owned, ethnic/minority-owned, veteran-owned, LGBTQ-owned, disability-owned, and small businesses as suppliers. This report covers the findings from quantitative and qualitative research conducted by the ANA. The purpose was to gain an understanding of the incidence of supplier diversity programs as well as benefits, challenges, spend, goals, measurement, influence, and more.
Data Sources for Media: A Buyer’s Guide
May 2020
A tremendous amount of money is spent on data for media buying decisions, specifically third-party audience data. This paper recommends criteria for advertisers to focus on when evaluating data and provides a checklist to use when considering a new data partner.
Payment Terms: Current Practices for Marketing Services
March 2020
ANA initiated research to determine if changes in payment terms for marketing services were isolated examples or reflective of a broader trend. Results are clear: payment term changes, notably extended terms, are reflective of a broader trend.
The State of Connected TV Report 2020
February 2020
ANA and Innovid have partnered on a new study, "The State of Connected TV Report 2020." Key findings: connected TV significantly extends reach, provides more interactivity, and increases earned time over standard ad experiences.