Trends and Technology | ANA Magazine | ANA

Trends and Technology

 

Covering everything from brand activation to major initiatives, ANA keeps you on top of the latest marketing news and insights with in-depth stories, profiles, infographics, and more.

  • The Continuing Education of In-House Agencies

    Trends and Technology   October 29, 2024  

    As in-house agencies proliferate, training has become an increasingly important part of the remit. Marketing managers need to show their in-house staffers how to avoid groupthink, maintain an outsider's perspective, and build relationships with other departments throughout their organization.

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  • Advertising's Role in Global Warming

    Trends and Technology   October 26, 2024  

    Infographic: In a new report from the ANA and Scope3, the ad industry's contributions to carbon emissions are laid bare. How can the industry go greener, and can it improve its ROI in the process?

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  • Who Said Personalization Would Be Easy?

    Trends and Technology   October 18, 2024  

    The rise of personalization presents growing challenges to marketers, with 51 percent of consumers saying that they have been frustrated by receiving irrelevant content or offers from brands they're not interested in, per a recent study. To deliver more relevant messaging, marketers must stop focusing so much on the tech tools enabling the personalization and put more emphasis on the user experience catering to individuals.

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  • How Do Marketers Fix Broken Agency-Client Relations?

    Trends and Technology   October 11, 2024  

    Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, didn't intend to spark an industrywide debate when she dropped an article on LinkedIn detailing her frustrations with ad agencies. She received a mouthful in return from brand and agency reps alike and now has a much sharper sense of how both sides can enhance their relations and spark better outcomes.

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  • Women's Sports Could Be a Net Win for Marketers

    Trends and Technology   October 4, 2024  

    Brand advertisers are scrambling to partner with the expanding number of women's sports leagues, including the WNBA, the Professional Women's Hockey League, and the National Women's Soccer League. The field presents growing opportunities for marketers, what with women's elite sports expected to generate more than $1 billion in revenue for the first time in 2024, a 300 percent spike from 2021.

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  • TV Advertising Requires the Right Mix of Linear and Connected TV

    Trends and Technology   September 25, 2024  

    A funny and inevitable thing happened on the way to streaming nirvana: the market quickly saturated, and now the narrative has shifted to the so-called "Great Re-Bundling," or merging, combining, and forming alliances among the various media providers — just like the cable era. As the industry sorts itself out, marketers need to deploy a platform-agnostic approach to their advertising spending.

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  • Guerrilla Marketing Should Be More than a Stunt

    Trends and Technology   September 18, 2024  

    As social media and the rise of artificial intelligence-driven content blur the lines between creators and advertisers, guerrilla marketing may become an increasingly viable marketing vehicle, though perhaps still as elusive to define as it is to spot a 6-foot-7 Sasquatch in the wilds of Central Park.

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  • Brands Maintain Ad Spending on TikTok Despite Potential Ban

    Trends and Technology   September 13, 2024  

    Advertisers are keeping close tabs on the TikTok saga, which will culminate by April 2025 when the Chinese-owned app must divest to a new owner or face a ban in the U.S. Despite the uncertainty, ad spending has continued (mostly) unabated, with a wide range of brands and nonprofits using the app to spark engagement and get into the conversation.

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  • The Next Generation of Retail Media Networks Is Emerging

    Trends and Technology   August 28, 2024  

    The number of retail media networks is proliferating rapidly, with companies ranging from Chase to United Airlines getting in on the act. Are there enough ad dollars to go around?

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  • Do Fast-Food Brands Need to Flip the Script?

    Trends and Technology   August 23, 2024  

    With consumers dining out less frequently due to prolonged inflation, fast-food chains find themselves at a crossroads. Brands that can successfully blend competitive pricing, technological innovation, and a comprehensive approach to defining value stand the best chance of thriving in a competitive business environment.

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  • Maserati Puts Sales and Marketing on a Dual Track

    Trends and Technology   August 16, 2024  

    Kelly MacDonald, who took charge as CEO of Maserati North America in late 2023 after serving as CMO of the company for a short time, is bucking convention.

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  • The Death of DEI? Not So Fast

    Trends and Technology   August 7, 2024  

    Despite some companies dialing back their diversity, equity, and inclusion (DEI) efforts and the gloomy narrative in the media about the prospects for DEI, companies that have embraced diversity are forging ahead, according to recent studies. Companies that downplay diversity may be at significant odds with younger demos such as millennials and gen Z, who put a premium on diversity and inclusion.

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  • Using Principal Media Requires a Keen Eye

    Trends and Technology   August 2, 2024  

    "Principal media," or when agencies purchase — or negotiate — inventory from media owners at bulk rates, then resell it to their clients at a markup, is taking off. In a recent ANA study, 41 percent of respondents expect to use principal media throughout the next year. But while offering myriad benefits to marketers, principal media is fraught with challenges, ranging from potential conflicts of interest to low-quality inventory.

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  • The Expanding Number of Niche Sports Offers New Ad Plays

    Trends and Technology   July 29, 2024  

    Pickleball tops a growing roster of niche sports that are attracting legions of fans, with a smorgasbord of games for advertisers to tap into. The appeal to marketers is twofold: affordability and the opportunity to integrate a brand into the consumer experience.

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  • Turning a Cultural Phenomenon Into a Market-Leading Brand

    Trends and Technology   July 24, 2024  

    Lena Lewis of Mark Anthony Brands shares how White Claw uses cultural events and trends to connect with consumers and maintain its position as the hard seltzer market leader.

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  • Advertising Ethics in the Age of AI

    Trends and Technology   July 19, 2024  

    Committing to ethical data and marketing practices can earn consumer trust — a commodity that's in short supply. The ANA's newly released Ethics Code of Marketing provides principles, best practices, and resources for making ethical decisions across six areas of marketing and advertising, including data privacy and artificial intelligence.

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  • Reddit Is Eager to Boost Its Stock with Brand Advertisers

    Trends and Technology   July 17, 2024  

    Reddit has grown up. The 19-year-old social media platform has tamed its sometimes tumultuous, often passionate communities, enabling the company to broaden its reach with advertisers and promote its brand safety efforts.

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  • Will There Be a Next Generation of Marketers?

    Trends and Technology   July 12, 2024  

    Most CMOs plan to hire new workers this year, according to a recent study. But the hiring smacks up against a growing number of traditional, junior-level jobs growing obsolete due to automation. If there's to be a new generation of marketers, the onus is on managers to offer training that accounts for marketing's AI transformation.

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  • AI Draws New Opportunities for Advertising Design

    Trends and Technology   July 10, 2024  

    Generative artificial intelligence (AI) is rapidly changing how marketers conceptualize, craft, and distribute advertising creative. But as they integrate AI with their ad design, marketers need to be aware of several potential stumbling blocks.

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  • Can Your Job Survive an Ad Tax?

    Trends and Technology   July 3, 2024  

    With many tax reforms set to expire after 2025, policymakers will feel the pressure to keep individual tax rates down while finding new sources of government revenue, but taxes on advertising could have a devastating impact for marketers.

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