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Marketing Maestros

Highlights of ANA Programmatic Webinar Series – What Advertisers Should Do

By Bill Duggan, Group EVP, ANA
Posted: Jun 24, 2015 11:00am ET

Over the course of the past few months, ANA has run a webinar series on the topic of programmatic buying to help ANA members get smart on the topic and better understand the transparency issues. Thanks to the five consultants who shared their wisdom: Andrew Altersohn, AdFin; Joe Weaver, Promatica Consulting; Jay Sears, The Rubicon Project; Matt Prohaska, Prohaska Consulting; and Michael Greene, Audience Science. We learned so much! Highlights below:

1. Knowledge is power. Marketers should ramp-up their programmatic intelligence.

2. Understanding the complete supply chain is critical.

3. Understand the respective agency models.

4. Ask for inventory transparency.

    • Understand where your programmatic advertising is running. You wouldn’t “blindly” run your advertising in offline media such as television or print without knowing the specific networks or publications that carry your advertising. Why accept anything less in programmatic buying?

5. Safeguard your data.

6. Ensure you have full rights/access to your transaction log files. Demand transaction logs be as universally available as ad server logs.

More learning from the ANA Programmatic Webinar Series will be shared in future.

Fathers Get Their Day

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Jun 21, 2015 9:30am ET

Is the era of the dimwit dad in ads over? It may be

In a recent survey by MediaPost, 83 percent of Millennial parents believe ads should appeal to both mothers and fathers equally. One female participant in the study noted “I hate commercials that make fathers look like the lesser parent. It’s not funny. It puts out the message that men are incompetent and irresponsible at home. It’s a subtle message that men belong at work and women belong at home.” Brands, it seems, are listening
 
Check out the latest issue of ANA magazine to read how brands from Toyota to Dove to Cheerios are showing fathers in a new, more authentic light. 
 
Also in this issue: 

ANA Issues Media Transparency RFP

By Bill Duggan, Group EVP, ANA
Posted: Jun 18, 2015 11:00am ET

Undoubtedly, you’ve seen the buzz around rebates and transparency issues in the trade press over the past few months. It is the ANA’s belief that the industry requires an independent, objective, third-party individual/organization to help identify the “truth.” And we have just issued an RFP for that.

The ANA is seeking a resource to investigate. Set the record straight. Dig deep with agencies, marketers, media, suppliers, and vendors, as much is not understood about what is taking place throughout the ecosystem. Conduct this analysis without bias. Demonstrate objectivity and integrity throughout to ensure that the study is beyond reproach.

This third party needs to:

  • Demystify the landscape. 
  • Understand the role of holding companies and their levels of engagement.
  • Understand if media plans are being compromised.   
  • Develop practical solutions and best-practice behaviors that serve as industry standards.
  • Determine where marketers’ behavior may be “pushing the limits.”

Full RFP details here

Think Big. Be Fearless. Push for the Best.

By Andrew Eitelbach, senior manager of marketing and communications
Posted: May 21, 2015 5:30am ET
Dana Anderson cannot be stopped. The chief marketing officer at Mondelēz International, she has been unrelenting in pushing some very well-known brands (such as Oreo, Honey Maid, and Halls) to shake off the complacency of their old perceptions and strike out as innovators in the marketplace. A believer in big ideas, Anderson is unapologetically bold, forging alliances with Facebook, embedding marketers in tech startups in order to harness new technologies for her company's brands, and demanding collaboration and superior work from agency partners. 
 
The May issue of ANA magazine“The idea of fearlessness has been core to Dana for a while,” says Doug Ray, global president of media solutions company Carat, in the cover story of this month’s ANA magazine, which profiles Anderson. Indeed, Anderson names being fearless as one of her seven practices for success.
 
For the remaining six, and the full profile of Anderson, click through to this month’s complimentary issue of ANA magazine
 
Also in this issue: 
Plus! Don’t miss this month’s special section, brought to you by our partner TVB. It’s an infographic on where people spend most of their time consuming media.

No More Excuses

By Urey Onuoha, copywriter, ANA
Posted: May 13, 2015 1:00pm ET

If you had the choice between reading pages of text and watching a short video sharing the same content, which would you be more likely to choose? Chances are you’d go with the video. Video is easily one of the most engaging and compelling content channels, but B-to-B videos haven’t traditionally been recognized for being either of these things. That, however, is rapidly changing. In the latest issue of B-to-B Marketer, we explore how B-to-B marketers can exceed expectations with video content that reflects the brand and is engaging to consumers. In our main feature, No More Excuses, industry experts weigh in on the advantages of video marketing and share advice on the best ways to leverage the platform to achieve your goals.

Also in this issue:

Read the full issue here

Let us know what you think! Contact the editor, Ken Beaulieu.

It’s the brief, stupid!

By Bill Duggan, Group EVP, ANA
Posted: Apr 30, 2015 2:00pm ET

ANA recently conducted parallel surveys among ANA members and agencies on issues related to the client/agency relationship, and the result is the new ANA white paper, “Enhancing Client/Agency Relationships.”  

Perhaps the biggest opportunity identified in this new work centers around one of the most fundamental aspect of the client/agency relationship – assignment briefings that clients provide to agencies. Clients and agencies are not in agreement on whether clients provide clear assignment briefings to agencies. Only 27 percent of agencies believe clients do a good job (and zero percent strongly agree). However, 58 percent of clients think they perform well on briefs.


The brief is the foundation of the agency work product. Over the past year, there have been numerous conversations in ANA committee meetings regarding subpar assignment briefs being developed by clients which, in turn, lead to disappointing work from agencies. Initially, this was a bit of a surprise. The briefing process has been around forever, therefore shouldn’t best practices already be well established and in wide use? Apparently not.

Briefing may be more complicated now than ever. Media is hyper-fragmented, clients are working with multiple agencies, there is more project work, the pace of change is faster than ever, and agencies have been disintermediated to some extent (due to factors including clients using more in-house resources, production decoupling, and clients working directly with media companies).

Agencies emphatically believe that clients do not provide clear assignment briefings. Not a single agency respondent (out of 105), “strongly agreed” that clients provide clear assignment briefings to agencies! Clients must take note of this and commit to change. Bad briefs are frustrating to agencies and cost clients both time and money — for agency rework and the resulting agency fees — not to mention the opportunity costs of subpar creative in the marketplace. Both clients and agencies agree on the importance of better briefing to foster a more-productive client/agency relationship.

ANA will focus attention, going forward, on helping the advertising community improve the assignment briefing process. We’ll work with the 4A’s to strongly incorporate the agency perspective. Deliverables are to be determined but could include:

  • Conducting additional research to get a more-specific understanding of what’s currently wrong with the assignment briefing process.
  • Identifying clients with “best in class” briefing processes (perhaps doing that with strong input from the 4A’s) and identifying the characteristics of such briefings.
  • Holding ANA committee meetings (specifically, the Agency Relations Committee) and/or School of Marketing classes that focus on assignment briefings.
  • Asking 4A’s to share their learning and perhaps developing some joint ANA/4A’s guidance on assignment briefings.

“Garbage in, garbage out,” is a saying in the industry related to briefs.  Bad briefs usually lead to bad work. ANA looks forward to helping to clean up the garbage.

ANA Perspective

The brief is the foundation of the agency work product. Agencies emphatically believe that clients do not provide clear assignment briefings. Not a single agency respondent (out of 105), “strongly agreed” that clients provide clear assignment briefings to agencies! Clients must take note of this and commit to change. Bad briefs are frustrating to agencies and cost clients both time and money — for agency rework and the resulting agency fees — not to mention the opportunity costs of subpar creative in the marketplace. Both clients and agencies agree on the importance of better briefing to foster a more-productive client/agency relationship.

ANA will focus attention, going forward, on helping the advertising community improve the assignment briefing process. We’ll work with the 4A’s to strongly incorporate the agency perspective. 

A related “pain point” identified in the survey is the client approval process. As we move forward on our work to improve assignment briefings, we’ll also incorporate learning along the way on optimizing the client approval process.

Thanks to The Drum (the UK’s most visited marketing news website) for first publishing this perspective.  

Praise for Pringles

By Jesse Feldman, senior manager of content strategy and partnerships
Posted: Apr 24, 2015 11:30am ET

The ANA’s insights section is now home to all 2015 REGGIE Award-winning case studies. The REGGIE Awards recognize the best marketing campaigns for brand-building, creativity, and results. Click here to browse case studies from categories like loyalty, experiential, sponsorship, small budget, and gamification.

Here are a few of my favorite winning campaigns:

  • IZZE created its own usage occasion and delicious-looking cocktail recipes to increase sales to Millennials.
  • Pringles went beyond the typical March Madness bracket in a creative partnership with Walmart. (In full disclosure, I attended a Pringles-sponsored silent disco event last year, and they have my brand love forever.)
  • Scott Naturals’ campaign video actually made me change an environmentally unfriendly habit which I was very guilty of doing.

This was the first year that the ANA’s content creation team (including me) worked directly with the  Brand Activation Association (BAA) to copywrite and post the awards. We were sworn to secrecy until the winners were announced, and I’m happy to report there were no leaks.

Imaginary Deadlines, or the Danger of a Nice, Round Number

By Michael Berberich, manager, marketing knowledge center
Posted: Apr 23, 2015 1:30pm ET

In my free time, I write and perform music. And like any good Millennial musician, my act has a Facebook fan page (and a Twitter handle and a SoundCloud page, and…you get it). Thanks to Facebook’s fan page algorithm, content is distributed to less than 10 percent of the fan base, so every new “like” is valuable. However, for some reason I found I only celebrated the “important” milestones, like reaching 400 fans. Why 400? That’s…a good question, actually.

My 400th fan wasn’t a record executive or a musical idol, so why did I consider it a “special” achievement? It’s a round number, of course! Look at all those zeros! The truth is, round numbers seem orderly, and are easy to remember, so we project a certain importance to them. For that same reason, we like memorable deadlines, like the first or last of the month, the Ides of March, whatever. And this is all fine, until these “important” dates interfere with the real-world needs of your brand.

I won’t name names, but recently a major global brand re-hauled the websites for several of its properties, and when they were asked if they’d do anything differently if given the chance, the project lead responded, “My team was in the office almost the entire time between Christmas and New Year’s because someone decided we needed to launch on January first, even though none of our clients would be at work to see it. I’d have fought back harder against ‘imaginary deadlines.’” Debuting on New Year’s Day sounds great on paper, and was probably very satisfying to announce at meetings, but the launch date added zero value to the project, and I’d be willing to bet it made a team full of coders and engineers a little less enthusiastic about the company they work for.

Everyone likes nice round numbers and that’s not going to change. Don’t expect to see brands celebrating their 47th Anniversary any time soon. However, it’s important for business leaders (and everyone, frankly) to remember that their importance is very much “imaginary,” and shouldn’t be put before the real-world need of your brand or your employees. 

Enhancing Client/Agency Relationships – New ANA Research!

By Bill Duggan, Group EVP, ANA
Posted: Apr 23, 2015 10:00am ET

In first quarter 2015, ANA conducted parallel surveys among ANA members and agencies on issues related to the client/agency relationship, resulting in the white paper, “Enhancing Client/Agency Relationships.”  

First, the good news on client/agency relationships. Both clients and agencies agree that:

  • Their client/agency relationships are strong
  • A long-term client/agency relationship is important
  • They trust the other

Further, both clients and agencies agree that the agency is a valued business partner, plays an important role in the client’s business strategy, and is influential in driving business results.

However, there are pockets of dissatisfaction.

  • Clients and agencies are not in alignment on the fairness of their compensation arrangements. Agencies have much lower levels of agreement that compensation agreements are fair. Both clients and agencies are lukewarm on the value of performance-based compensation as a motivator of agency performance.
  • Clients and agencies are not in agreement on whether clients provide clear assignment briefings to agencies. Only 27 percent of agencies believe clients do a good job (and zero percent strongly agree). However, 58 percent of clients think they perform well on briefs.
  • Clients and agencies are not in agreement that the client approval process works well. Only 36 percent of agencies are in agreement (and only 2 percent strongly agree) versus 54 percent of clients.
  • Clients and agencies have different views on the value procurement adds to client/agency relationships. Only 47 percent of clients agree that procurement adds value, while just 10 percent of agencies agree.

Native needs a better yardstick

By Bill Duggan, Group EVP, ANA
Posted: Apr 16, 2015 12:30pm ET

There’s no doubt for anyone in the advertising community that native advertising is hot. Since the ANA (Association of National Advertisers) released the results from its Advertising is Going Native study earlier this year the topic has continued to receive heavy coverage in the industry trades. But despite its increasing popularity, measurement of native advertising has remained a challenge which could hamper further growth.

In the ANA white paper, we asked marketers to identify the metrics they use to measure the impact of their native advertising. The responses were diverse as click-throughs, social media sharing, awareness, and time spent were all employed by at least half the respondents.

When asked to identify the “primary metric” (just one), responses were incredibly fragmented as no metric received more than 17 percent of the responses. That metric was brand lift, followed by click throughs and social media sharing.

No metric stands out as “most important.” Perhaps more concerning is that 26 percent of those engaged in native advertising did not even answer this question, which suggests knowledge gaps on native advertising measurement.

The industry would benefit from a deeper understanding of the metrics that matter most for native. Marketers should fold some measurement component into every native advertising campaign. The closer that a metric can get to a sale, the better. Time spent is good, but awareness is better; brand lift is better than awareness; lead generation is better than brand lift; purchase intent is better than lead generation; and finally, customer acquisition and sales are even better! It would be interesting to see the results of a direct response campaign executed via native advertising.

Meanwhile, publishers are leading the push into native advertising, given the business development potential it represents. Since the average publisher runs many more native advertising campaigns than the average marker, publishers are encouraged to make measurement a priority and help provide measurement insights and best practices with their advertiser and agency partners. It’s unlikely that a single measurement standard will develop for native advertising, given the different goals and priorities of advertisers. Nonetheless, the industry is encouraged to share learning in order to maximize the effectiveness of native and continue the growth trajectory.

Thanks to the Economist for first publishing this perspective in their Lean back marketing blog.


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About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.