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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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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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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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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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Exclusive Ad Experiences Are Limiting Your Audience
Leading Edge December 16, 2024Truly creative ad formats live in the shadows, limited not by demand or interest but because they don’t scale. There are countless examples of remarkable ad experiences built by publishers or platforms that engage and captivate audiences with custom content or formats. But here’s the thing: Their reach is often limited — not because of a lack of interest — but because companies are trying to keep them as proprietary products.
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Target's New Santa Ads: A Masterclass in Brand Reinvention
Leading Edge December 13, 2024The challenge? For retail brands, holiday performance can make or break their entire year. Target faced this reality head-on after a particularly tough year of declining sales and mounting pressure to win back customers. They needed a bottom-of-the-ninth home run during the critical Christmas shopping season. And they delivered by breaking three unwritten rules of holiday marketing.
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“Endemmatic” Healthcare Advertising: The Best of Endemic and Programmatic
Leading Edge December 12, 2024Healthcare advertising is undergoing a transformation. While search has been the cornerstone of digital healthcare marketing, recent developments have introduced uncertainty. Google's AI Overviews have reshaped the search experience, impacting SEO and SEM strategies. The company also faces a DOJ inquiry that could restructure its advertising operations.
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2025: The Year of Hard Truths and Razzle Dazzle in B2B Tech Marketing
Leading Edge December 12, 2024As 2025 approaches, the B2B marketing landscape is primed for transformative shifts. Whether it’s the evolution of ABM, the emotional renaissance of B2B creativity, or the power of AI, the year ahead will be one where B2B marketers have the tools to re-imagine what’s possible.
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Bots and Fake Traffic Can Wreak Havoc on Holiday E-Commerce: Here’s What to Do
Leading Edge December 11, 2024With the holiday shopping season in full swing and consumers more plugged into online shopping than ever, businesses face unprecedented increases in fake traffic.
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Seizing the Moment: How Micro-Moments Drive Consumer Engagement
Leading Edge December 10, 2024Micro-moments are powerful opportunities for marketers to meet consumers' immediate needs and build lasting brand relationships. These "I want to know," "I want to go," "I want to do," and "I want to buy" moments represent key times when people turn to devices for quick information or solutions. Each phase offers an avenue to deliver targeted, helpful content that encourages engagement and action.
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Holiday Ads: Which Brands “Sleighed” It in 2024?
Leading Edge December 10, 2024So, with this season’s festive advertising all but wrapped up for another year, who are this year’s winners?
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Do Marketers Have the Time & Resources to Boost Efficiency and Performance?
Leading Edge December 9, 2024According to a recent McKinsey & Company study, marketers believe that they are being asked to “do more, with less.” Further, many survey respondents feel ill-equipped to deliver on the expanded expectations of the marketing department.
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Best Practices for Increasing MQL to SQL Conversions
Leading Edge December 6, 2024Every company’s marketing department works hard to funnel marketing qualified leads (MQL) to its salespeople. Ideally, sellers want every MQL to convert into a sales-qualified lead (SQL). Having an MQL to SQL rate of 100 percent is not realistic, but far too often, this number ends up being lower than it should be.
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Advertising Is Being Lost in Translation
Leading Edge December 5, 2024On the surface, Sofia Coppola’s Lost in Translation is about two foreigners navigating a place where they don’t speak the language. However, the real message is that even when people share the same words, the real meaning can still be lost as it is translated into different personal contexts. That’s exactly what’s happening in advertising today.
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ANA 2024 Marketing Word of the Year: AI
Leading Edge December 5, 2024Since 2014, the ANA has surveyed our members to select the ANA Marketing Word of the Year. For the second year in a row and third time in the past eight years, AI is the ANA Marketing Word of the Year in 2024.
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Account-Based Experience: Bringing the Power of ABM to the Full Customer Journey
Leading Edge December 4, 2024ABX represents a more holistic, data-driven approach that spans marketing, sales and customer success. Already, B2B firms are using ABX to transform B2B customer engagement and growth strategies.
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Giving and Growing: How the Industry Is Leading the Communities We Serve Together
Leading Edge December 4, 2024After years of collaborating with the ANA on what has now become its 350-member strong Brand Purpose Committee, I was honored to accept a co-chair last year alongside Dan Grimm, distinguished executive-in-residence at Rutgers Institute for Corporate Social Innovation. In these roles, we work closely with tireless ANA EVP Ken Beaulieu and director Alicia Osgood, to ensure committee members are learning and growing their organizations as well as the industry and communities we serve together.
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Today’s Brands Lack Core Strength — Let’s Fix That
Leading Edge December 3, 2024Rather than constantly forcing ourselves to evaluate the success of campaigns by “end-all-be-all” conversions, consideration measurement offers a better way forward. Consideration is the ultimate lynchpin that helps tie awareness and performance together. Being known is great, but it's not enough. Your brand has to be considered for someone to take that next step.
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