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Search returned: 550 document(s).
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Overcoming the Pitfalls of Today’s Marketing Measurement
Leading Edge February 18, 2025After talking to hundreds of marketers in the past year, it’s clear that brands have evolved their approach to measurement dramatically. Marketers are moving beyond proxy metrics like site visits, clicks and conversions, to deeper metrics that provide a better understanding of the value of their marketing activity. This is happening for a few reasons. E-commerce is mature which means measurement matures with it, with a focus on first party data in the past few years, brands have improved measurability at a customer level, and as customers continue to move into digital channels like CTV, more of the media spend is measurable, too.
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The Performance Marketing Fallacy with Maggie Gross
On Scope February 13, 2025Deloitte Digital’s Maggie Gross joined the show to discuss the origins of how branding and performance marketing have become siloed, how senior marketers can better sell branding to the C-suite, and tips for how to more accurately measure branding efforts.
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TV Ratings Tumble for the Grammys
Marketing News February 7, 2025The decline for this year's Grammys reverses a three-year trend of steadily rising ratings for the broadcast, following the COVID-19 pandemic, culminating in nearly 17 million viewers. But this year's ceremony was marred by the Los Angeles-area wildfires, which forced several of the major music companies to cancel their plans and instead allocate resources to help those affected by the wildfires.
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Data-Led, Customer-First: Pepsico’s Marketing Transformation Journey
Event Recaps January 28, 2025During a session at a January 2025 ANA 1-Day Conference, Shyam Venugopal, SVP of global marketing and media transformation at PepsiCo, shared insights from the brand’s journey to becoming centered on personalized marketing.
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Ahead of Upfronts, MRC Accredits Nielsen's Cross-Platform TV Measurement
Marketing News January 23, 2025New accreditation from the Media Rating Council (MRC) provides a much-needed boost for Nielsen, which lost the MRC's seal of approval for its National TV Audience Measurement service in September 2021 but got it back in 2023. Nielsen still faces increasingly stiff competition for TV currency from alternative measurement services, such as Comscore, iSpot, and VideoAmp, among others.
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What the Hell Is Going On in Marketing with ANA CEO Bob Liodice
On Scope January 23, 2025ANA CEO Bob Liodice joined On Scope to discuss the myriad issues facing marketing, including solutions to complex measurement challenges, how to use AI responsibly, and how marketers can more effectively demonstrate the value of their efforts to the rest of the C-suite.
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Assess Advertising Concept Effectiveness
Tools January 1, 2025A guide to help you learn the key characteristics of a solid advertising concept.
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Building Effective Landing Pages
Tools January 1, 2025This How-To Guide outlines different types of landing pages, how landing pages affect conversion rates and lead generation, followed by a detailed action plan on how to create and optimize your landing page.
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Influencer Marketing Playbook and Toolkit
Playbooks January 1, 2025Use this step-by-step planning methodology and set of premium tools and templates to create a streamlined approach to influencer marketing campaign execution and measurement.
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Influencer Marketing Campaign Metrics Dashboard
Tools January 1, 2025Use this template to define, track, and report your Influencer Marketing campaign metrics.
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Media Mix Modeling Checklist
Tools January 1, 2025Use this checklist to help you create a marketing data table and implement a media mix model.
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Media Mix Modeling Cheat Sheet
Tools January 1, 2025Use this cheat sheet to learn about media mix modeling and how to leverage it at your company.
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Marketing Attribution Checklist
Tools January 1, 2025This checklist provides step-by-step instructions to help you implement marketing attribution.
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Marketing Attribution Cheat Sheet
Tools January 1, 2025Use this cheat sheet to learn about marketing attribution and how to leverage it at your company.
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Media Mix Modeling Quick Win Package
Quick Wins January 1, 2025ANA's Media Mix Modeling Quick Wins package is a combination of videos, cheat sheets, and checklists designed to help you determine the right media mix for your brand and leverage it to maximize insights and, most importantly, results.
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Marketing Attribution Quick Win Package
Quick Wins January 1, 2025ANA’s Marketing Attribution Quick Wins package is a combination of videos, cheat sheets, and checklists to help you understand how to leverage marketing attribution and develop a process to help you identify which marketing channels and tactics are driving the customer behaviors you want.
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How to Convince the C-Suite to Invest in Incrementality Testing
Event Soundbites December 17, 2024Brock Wright, senior manager of omnimedia performance analytics at Pernod-Ricard, and Olivia Kory, head of strategy at Haus, discuss how they convince senior leadership to invest in incrementality testing.
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Measuring Audiences in the Markets That Matter
Event Recaps December 5, 2024Comscore shared how it transforms big data sets into aggregated insights on individual viewing behavior to help brands better inform and measure their TV campaigns.
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Delivering Performance 2024: Charting the Future of Direct Mail in an Omnichannel World
Event Recaps November 20, 2024Despite rising costs and digital alternatives, direct mail remains a vital $37.3 billion marketing channel, with brands investing in innovative approaches to measurement, personalization, and omnichannel integration to drive performance.
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How MFA and AI-Generated Content Are Reshaping Brand Safety
Leading Edge November 19, 2024The internet is awash with Made-for-Advertising (MFA) sites and AI-generated content, creating a crisis of authenticity with practical implications for brand safety. The ANA’s bombshell Programmatic Media Supply Chain Transparency Report, and Adalytics’ scathing research on the ineffectiveness of traditional brand safety tools have brought about a paradigm shift.
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