Marketing Maestros

The December Issue of Spotlight Is Here

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Dec 12, 2014 12:30pm ET

As the year comes to a close, so does the run of ANA Magazine Spotlight, or at least in its current form. But the publication is going out on a high note, with a look at the quest for cross-platform measurement standards and how we’re defining viewable impressions. Brought to you by our partner Scripps Networks Interactive, this month’s issue also takes a close look at how to effectively reach the highly-influential lifestyle consumer, and more.
In January, we’re launching a reimagined publication called ANA. Developed specifically for client-side marketers, this magazine will feature a new interface that allows for a more integrated multimedia experience, increased social sharing, and a better reading experience. Stay tuned. 
In the meantime, don't miss this month’s ANA Magazine Spotlight.

Highlights from the Reinvention of Marketing Book Launch

By Jesse Feldman, senior manager of content strategy and partnerships
Posted: Dec 12, 2014 12:30pm ET

Last Thursday, members of the marketing community gathered to celebrate the release of The Reinvention of Marketing. The Internationalist’s Deborah Malone worked with fifteen global marketing leaders to write the book, which also features a foreword by the ANA’s own Bob Liodice. Four of the inspiring marketers profiled through a series of interviews in The Reinvention of Marketing joined Malone onstage for a brief panel:

For more information on the Internationalist’s The Reinvention of Marketing, click here.

Jesse Feldman works in the ANA’s Marketing Knowledge Center (MKC), a rich suite of insights, case studies, event recaps, and research. You might notice her taking notes for the MKC at committee meetings, members-only conferences, or (virtually) webinars. She’ll be popping onto the ANA blog to regularly highlight some latest and greatest MKC content.

Fraud in Digital Advertising – ANA/White Ops Report Released!

By Bill Duggan, Group EVP, ANA
Posted: Dec 9, 2014 12:03am ET

Today ANA and White Ops have publicly released the report, The Bot Baseline: Fraud in Digital Advertising.”  Very exciting!

ANA recruited 36 member companies to participate in this initiative to determine the level of bot fraud occurring across the digital advertising industry. Bot fraud refers to automated entities capable of garnering impressions, clicking on ads, watching videos, and faking viewability, often in pursuit of fradulent profits.

White Ops tagged the digital creative of participants to determine fraud activity in August and September 2014 covering 181 campaigns. The study measured 5.5 billion impressions in 3 million domains (U.S. only) during its 60 day span. Topline findings:

Importantly, bot activity is most likely under-reported in this study as the study was announced publicly, putting bot traffickers on “high alert," and the August/September time period has lower than average traffic activity.  

More details in our report, which is now public.

About Those Social Followings You Paid to Build Up…

By Michael Berberich, manager, marketing knowledge center
Posted: Dec 5, 2014 1:00pm ET

As recently as a year ago, Facebook was a platform on which brands could reach thousands (sometimes millions) of their “fans” for free, and as a result, companies spent significant funds accumulating “likes.” Then, last December, Facebook announced that it was changing its algorithm, and that fewer fans would be exposed to each piece of content posted on a Facebook Fan Page. Marketers soon realized that by “fewer,” the social network meant “10 percent or less of a page’s following.” There was, of course, still a way for brands to reach all of the fans they worked so hard to get: pay Facebook for the privilege. Some brands re-focused their energy toward other social channels like Twitter and Instagram, but marketers would be well-served to take a step back and realize that they don’t “own” their social audiences.

Facebook had a legitimate reason for the change in policy: as more brands established a presence on the platform, news feeds became inundated with advertising and threatened to drive off consumers. Marketers can expect other platforms to follow suit when the problem of ad oversaturation occurs, and it will, eventually, on ever social network. This is why the Content Marketing Institute recommends that, instead of incentivizing social “likes” and “follows,” brands should use their social channels to drive consumers to subscribe to their own “hub,” whether that’s a newsletter, blog, or loyalty program. Subscribers have been shown to purchase more items, consider higher-level product offerings, and share brand news more often than non-subscribers, and they comprise a group that the brand can reach out to and engage on its own terms. TD Ameritrade reported that its thinkMoney magazine subscribers traded five times as much on the platform than non-subscribers, so all of the brand’s social media efforts are focused on driving traffic to the magazine, not the other way around.

The CMI offers insights into how brands can use content marketing to build their own social network here: Five Key Essentials to Epic Content Marketing.

Programmatic: ANA 2014 Marketing Word of the Year

By Bill Duggan, Group EVP, ANA
Posted: Dec 5, 2014 11:00am ET

For the first time, the ANA surveyed our members to identify the marketing word of the year. The ANA staff selected a list of finalists and then asked members to cast their vote to determine the winner. Voting was done between November 24 and December 2. In total, 349 members participated and “programmatic” received the most votes. 

Here’s what we heard from those who voted for programmatic as the ANA 2014 marketing word of the year:

Programmatic buying has been covered extensively by ANA in 2014 via touch points including the ANA/Forrester survey and white paper, “Media Buying’s Evolution Challenges Marketers.” A learning there was that despite increasing talk in the industry and an explosion of new programmatic buying technologies and vendors, programmatic buying isn’t well understood by marketers. More than half the marketers surveyed confessed they don’t understand programmatic buying well enough to use it to buy and manage campaigns.

The aforementioned verbatims further reinforce the fact that there is a lack of understanding of programmatic buying among some marketers. This realistic self-appraisal opens the door for continued training and education.

Patent Troll Liability in Client/ Agency Contracts

By Bill Duggan, Group EVP, ANA
Posted: Dec 1, 2014 11:00am ET

ANA has just released the white paper, "Patent Troll Liability in Client/Agency Contracts."

Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of buying up patents and then filing patent infringement claims against targeted companies, costing those compa­nies millions of dollars in fees in order to avoid paying even more to defend themselves in court. In the adver­tising space, patent trolls have been increasingly in the news. In order to more clearly understand how marketers currently handle the risks associated with patent infringement in their agency contracts, ANA members were surveyed. This survey, along with ongoing dialogue that the ANA has had with members, has helped provide the foundation for the following ANA recommendation:

The ANA recommends that clients generally not indemnify agencies for patent claims. Rather, agencies should assume the liability for their work product, including liability for patent infringement. Accordingly, client/agency contracts should include “indemnity clauses” which require that the agency step in and defend the client in the event of a patent infringement claim. It is recognized, however, that shared approaches to liability are gaining traction in the marketplace. ANA members are encouraged to consider whether a shared approach to liability makes sense in any of their agency relationships.

Plain and simple, agencies need to be thoughtful in what they pitch to clients and accountable for the work they create. Agencies cannot recommend ideas to clients and then put the client in the position of researching that such work does not infringe on patents. Agencies, in most cases, should have that responsibility.

The ANA survey results provide a clear benchmark for the industry. Currently, agencies are most likely to assume the risks associated with patent infringement. Close to half the respondents note that some of their contracts with agencies have a shared approach to liability. Among those respondents who changed the terms of agency contracts in the past year to address patent troll liability, the most cited reason for doing do was to share liability. Among those considering a change in the next year, shared liability is a key consideration. It is recognized that there are limited circumstances where a shared approach to liability makes sense.

ANA members would be well served to understand the threats of patent trolls and make sure that contracts with agencies are up to date. 

Challenges from a Multicultural Marketing Leader

By Bill Duggan, Group EVP, ANA
Posted: Nov 24, 2014 11:00am ET
Lizette Williams was a presenter at the 2014 Multicultural Marketing & Diversity Conference

Lizette Williams is one of the dynamic new leaders in our industry. She is currently Multicultural Marketing Leader, North America at Kimberly-Clark Corporation leading the organization’s multicultural marketing strategy across all brands. As part of her role, Lizette is charged with implementing a total market strategy throughout the organization and chairs the Multicultural Taskforce, a 20-person, cross-functional team responsible for growing the North American businesses with ethnic consumer segments. The ANA was fortunate to have Lizette as a presenter at our recent Multicultural Marketing & Diversity Conference, where she posed important challenges to client side marketers and agency partners.

To client side marketers: This is a fascinating time to be in the multicultural industry and we have this amazing opportunity to evolve the depiction of people of color in the media. Look behind the obvious insights and think deeper about these consumers and get to the core of who they are so we get to a place where we have better work and better depictions of people of color in the media.

To agency partners: The general market is Hispanic and the mainstream is diverse. Don’t hold on so tightly to your original reason for being that you become obsolete. Continue to evolve your approach and maintain your relevance. It’s not about eliminating ethnic agencies but it’s about repositioning to represent the general market.   

Bravo, Lizette. We were fortunate to have you with us! 

Older Millennials Aren’t “All-In” On Personalized Marketing: A Completely Subjective First-Person Account.

By Michael Berberich, manager, marketing knowledge center
Posted: Nov 24, 2014 10:00am ET

I am a Millennial. I’m a smartphone-dependent, Instagram-obsessed, Starbuck’s Card-carrying member of (don’t call us) Generation Y. However, I am also on the, let’s say “mature” side of 30. I only create a profile on a social network after my cooler friends have deemed it a worthwhile venture (sound familiar, marketers?), and I do expect customization and personalization from brands…but only to a point.

Let me explain: this past year I started traveling for work on a monthly basis (if you ever attend our Members-Only Conferences, I’m the one feverishly typing during the presentations — say hi at lunch!). Occasionally I get to my destination with a little time to spare, so before my trip I like to check out the local attractions by my hotel. One day I Googled the name of the city I was about to visit and the first search result was detailed information about my flight reservation. It showed my name, my confirmation number, everything. Now, it should be noted that the confirmation email from the airline was sent to my Gmail account…which I almost always access via Google Chrome. So it makes perfect sense why Google would “know” I was headed to San Antonio in a few days.

It didn’t make it any less creepy for me, though. And it should also be noted that I didn’t make a new email address, or start using a new browser, or start Binging (sorry Bing). But my brand perception of Google changed that day, and not in a good way.

I think about how my cousin would react to the same experience (she just started college this past September, making her a very young Millennial, and essentially a part of a different generation than me), and I feel like she’d be disappointed if Google didn’t look up her flight info and present it to her so that she could better plan her time in Texas. To her, it’s not creepy that Google knows, they had better know, or the brand isn’t doing its job. I’m reminded of a quote from a recent presentation (and the speaker was quoting a friend of hers, so I guess the quote’s officially gone “viral”): “I feel like sometimes my Google predictive search is the only one that gets me.”

For anyone asking, “So what?” right now, here’s what: targeting 18- to 35- year olds anywhere, as a singular unit, is no longer actionable. Brands need to take a deeper look into exactly who they’re targeting. For big brands, my cousin and I might seem to fit into the same general demographic; in reality, our expectations are different, and in some cases, the opposite of one another.

Would you like to learn more about the generational differences in consumers? Click here!

New Content: Intro to Neuromarketing

By Jesse Feldman, senior manager of content strategy and partnerships
Posted: Nov 20, 2014 10:00am ET

Our newest Insight Brief – a white paper compilation of ANA and knowledge partner insights – provides an overview of the exciting world of neuromarketing (aka consumer neuroscience). Neuromarketing can help brands connect better with consumers at the emotional (or unconscious) level where the majority of brain processing occurs.

Brands today have the ability to marry their creative strategies with scientific optimization. Technologies and techniques like eye tracking, facial coding, and EEGs have become increasingly portable and accessible for marketers. Check out the tips for selecting the right research partner and read about how brands like Campbell’s are using neuromarketing to make print, packaging, and in-store advertising more effective by downloading the brief here: http://www.ana.net/miccontent/show/id/ib-science-of-consumers

Jesse Feldman works in the ANA’s Marketing Knowledge Center (MKC), a rich suite of insights, case studies, event recaps, and research. You might notice her taking notes for the MKC at committee meetings, members-only conferences, or (virtually) webinars. She’ll be popping onto the ANA blog to regularly highlight some latest and greatest MKC content.

The Promise of Addressable TV

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Nov 15, 2014 12:30pm ET


Imagine you’re a 30-something professional in New York with no kids. You see an ad on TV for a flash-sale on airline tickets to Bermuda for $30 roundtrip, but they’re only for flights this weekend. You call your married best friend who lives down the street to talk about the ad because you know he’s watching the same program as you. “Hey, you see that ad for Bermuda?” you ask him. “No,” he says, cradling this screaming infant, “but that deal on diapers looks amazing.” Watching the same program and the same commercial time slot, you both saw different ads specifically catered to your life circumstances. That’s the promise of addressable TV.
As the technology slowly catches on, marketers will be able to target audiences not just by region but by household. That’s the topic of the cover story in this month’s ANA Magazine Spotlight, brought to you by our partner, Simulmedia. 
Also in this issue: 

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