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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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Getting the Most Out of a Big Game Ad: What Viewers Are Looking For
Leading Edge February 7, 2025As marketers increasingly demand that agencies connect advertising to direct business outcomes, many agencies feel the pressure to keep up. Some may see this as a threat. We see it as a powerful opportunity. By helping clients develop a holistic measurement framework that integrates audience health, brand health, and business health, agencies can demonstrate a clear impact and forge a legacy with concrete value beyond surface metrics like site visits.
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Report: Marketers Feel Ready for the Rise of Generative AI Search
Marketing News February 4, 2025The ongoing rise of alternative (and non-Google) search platforms fueled by generative AI is altering consumer behavior and making search a faster process, according to a new study. Marketers are excited about the changes in the market, but those changes come with a whole new set of challenges.
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OpenAI Rolls Out Two New AI Tools
Marketing News February 4, 2025OpenAI, which put a flame to generative AI in 2022 when it debuted ChatGPT, has released two new AI tools, adding to a fast-stirring market. Both tools are designed to search the web autonomously and significantly reduce the time it takes to conduct laborious tasks online.
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How Agencies Can Build a Lasting Legacy
Leading Edge February 4, 2025As marketers increasingly demand that agencies connect advertising to direct business outcomes, many agencies feel the pressure to keep up. Some may see this as a threat. We see it as a powerful opportunity. By helping clients develop a holistic measurement framework that integrates audience health, brand health, and business health, agencies can demonstrate a clear impact and forge a legacy with concrete value beyond surface metrics like site visits.
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Perfect Your Marketing Strategies with These Resources
Pulse February 3, 2025In a crowded industry with endless content and information to sift through, it can be challenging to discern quality content that provides relevant and factual information and helpful case studies. ANA’s Marketing Knowledge Center can help, however; the MKC provides trusted information meant to inspire concrete and actionable next steps.
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The Trends All Marketers Need to Watch Out For
Pulse January 31, 2025With the start of the new year comes new challenges, surprises, and changes. For marketers, this is no different. If anything, the fast-paced trends and constant technological evolution can be difficult to keep up with as each new year is unlike any other.
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McDonald’s and Admerasia Discussed Their Award-Winning Campaign
Pulse January 31, 2025Representatives from McDonald’s and Admerasia sat down to discuss their Multicultural Excellence Award Grand Prize-Winning Sauces campaign. They shared the insights and cultural touchpoints considered to bring the activation to life.
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A Practical Guide to Marketing in the Future with Mastercard’s Raja Rajamannar
On Scope January 30, 2025Raja Rajamannar, chief marketing and communications officer at Mastercard, joined the show to share tactical tips for how marketing teams can operationally shift their organization’s focus from data to insights and how brands without unlimited budgets can keep up with the breakneck speed of change.
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Unlocking Efficiency: How AI Enhances Email and Multi-Channel Marketing for SMBs
Pulse January 30, 2025Small businesses (SMBs) are increasingly turning to AI for email marketing, harnessing its power to streamline content personalization, audience segmentation, send-time optimization, and more. According to Constant Contact’s Small Business Now report, 41 percent of SMBs currently use AI or automation for email marketing. What’s more, 53 percent of small business owners are leveraging AI and automation for social media.
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The Future 100: 2025 Edition
Knowledge Partners January 30, 2025VML’s eleventh annual “Future 100” report explores a myriad of trends and developments in the industry, with the aim to prepare marketers for the year ahead.
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Performance Marketing
ASK Answers January 29, 2025ANA’s Ask the Expert research service answers the question, ““What are the benefits of investing in performance marketing for my brand?"
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Beyond the Numbers: Reclaiming Intuition in Brand Strategy
Leading Edge January 28, 2025For decades, we’ve all worshipped data as the ultimate decision-making tool. Standardized testing, ranking/league tables, business school and so much more has taught that numbers provide certainty — that patterns, probabilities and models will lead us forward in the best way possible. And while analysis is critical, more and more I find myself wondering if we’ve let go of something equally valuable: intuition.
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The Future of Privacy: Can Digital Advertising Provide the Answers?
Pulse January 28, 2025Industry players have long reached a broad agreement about what kind of ecosystem they want to build. As well as allowing plenty of room for innovation and experimentation, the ideal digital advertising environment should have robust data management at its center. Even so, as we celebrate the 19th Data Privacy Day, there is less clarity than ever about how, when, or potentially if it will take shape.
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Creating a Market Insights Center of Excellence at Grant Thornton
Event Recaps January 28, 2025Grant Thornton shared its journey to creating its Marketing Insight Center of Excellence.
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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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The Real Power Behind AI-Powered Creative Automation
Leading Edge January 27, 2025AI-powered creative automation promises unparalleled efficiency and scalability. However, as with any technological innovation, the real-world effectiveness of AI in advertising and creative is heavily dependent on the quality of two key elements: user-centric design and data.
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How AI Can Unlock Greater Campaign Performance for Less Carbon
Leading Edge January 24, 2025Only 36 cents of every dollar spent on programmatic advertising reaches working media. The rest — according to the ANA’s Programmatic Media Supply Chain Transparency Study — goes to DSP and SSP fees (29 percent) or losses on productivity from non-viewable, non-measurable, and made-for-advertising impressions (35 percent).
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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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