Marketing Maestros

My Disability is One Part of Who I Am

By Bill Duggan, Group EVP, ANA
Posted: Oct 1, 2015 3:00pm ET

October is National Disability Employment Awareness Month. Its purpose is to raise awareness about disability employment issues and celebrate the many and varied contributions of America's workers with disabilities. This year is the 70th anniversary of National Disability Employment Awareness Month and 25th anniversary of the Americans with Disabilities Act. It’s a time to celebrate the many and varied contributions of America's workers with disabilities. The theme for this year is "My Disability is One Part of Who I Am."

The ANA Multicultural Excellence Awards celebrate the year’s best multicultural advertising campaigns. In 2014, for the first time, we added a category for People with Disabilities and lots of outstanding work was submitted. This year, the submissions for the People with Disabilities category are also very good and the finalists are:

One of these finalists will be named the Grand Prize Winner at the ANA Multicultural Marketing & Diversity Conference, November 8-10 in Miami. Similar to what we saw last year, the creative submissions for all finalists clearly connect with the disability community and each also provides a powerful emotional story overall. In other words, even if you do not personally have a disability or don't have family/friends with a disability, the messaging still works! Congrats to the finalists and view this outstanding work below.  

AARP & Ad Council with Alma DDB



Kleenex (Kimberly-Clark) with VSA Partners

"Unlikely Best Friends"

"Play Ball"

XFINITY with Goodby Silverstein & Partners

"Meet Emily"

"Emily's Oz"

Challenges from a Multicultural Marketing Leader

By Bill Duggan, Group EVP, ANA
Posted: Sep 29, 2015 3:00pm ET
Lizette Williams will co-host the 2015 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 and will be co-hosting the 2015 ANA Multicultural Marketing & Diversity Conference, November 8-10 in Miami (#ANAMulti). 

At Kimberly-Clark, Lizette leads 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. Lizette was a presenter at last year’s 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 antiquated 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.   

Lizette – the industry is fortunate to have your leadership! 

ANA Conference Attendees Select Carly Fiorina in Mock “Republican Primary”

By Bill Duggan, Group EVP, ANA
Posted: Sep 21, 2015 1:00pm ET

ANA was blessed to have Nate Silver with us at last week’s Masters of Measurement Conference. In the 2012 presidential election between Barack Obama and Mitt Romney, Nate correctly predicted the winner of all 50 states and the District of Columbia. Nate spoke at the ANA conference on Thursday, the day after the Republican debates. In his column, What Went Down In The Second GOP Debate, Nate and his team graded every candidate’s debate performance and only Carly Fiorina graded an “A.”

Following Nate’s session we asked conference attendees, “Who would you vote for in the Republican primary?”, and Ms. Fiorina came out on top by a wide margin.

Interesting results, although it’s still very early.



How to Win Consumer Attention

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Sep 10, 2015 8:30am ET

A hard fact: The Internet is noisy, crowded, and stuffed with messages far more entertaining and informative than yours (or mine). Still, it’s often the best way to reach consumers, if you can keep their attention long enough to receive the message.

The cover story in this month’s ANA magazine examines innovative uses of technology online and provides some key takeaways any marketer can use for his or her own brands.

From drones to virtual reality to interactive banner ads, marketers are using technology in fun new ways to build unique brand experiences, hear how Patrón Spirits, Southern Comfort, Taco Bell, Red Robin Gourmet Burgers, and Electrolux use tech to connect with consumers.

Also in this month’s complimentary issue:

Plus, don’t miss this month’s special section, brought to you by our partner Millennial Media, on the state of viewability in mobile.

Read the full issue, online now.

Let us know what you think. Contact the editor: Andrew Eitelbach.

Measurement Issues for Connected TV Top Barrier Preventing Greater Spending

By Bill Duggan, Group EVP, ANA
Posted: Sep 8, 2015 10:00am ET

ANA and BrightLine recently released the report, “The Connected TV Opportunity,” which reveals that the large majority of ANA members believe connected TV is an opportunity for the television advertising industry. Targeting and following viewer behavior are key reasons. But in order for connected TV to optimize its full potential, measurement issues need to be addressed. 

Among users, the top barrier preventing greater spending on connected TV is measurement, cited by 69 percent of respondents. According to the Addressability and Measurement Task Forces of the 4A’s, measurement issues limit the ability to assess how consumer behavior is adapting to connected TV. It is a highly complex environment with many platforms and limited/no uniformity. There is scarce data available about consumption on connected TV and almost no independent third-party measurement.

Our research reveals that only 22 percent of ANA members responded that their company has engaged in connected TV advertising over the past year. Meanwhile, budgets are modest, as a little under half (46 percent) allocate just 1 percent or less of their total TV advertising budget to connected TV. In order to optimize growth, the measurement issues that limit the ability to assess how consumer behavior is adapting to connected TV need to be addressed.

Awareness/Education Critical to Connected TV Growth

By Bill Duggan, Group EVP, ANA
Posted: Sep 4, 2015 10:00am ET

ANA/BrightLine research findings (“The Connected TV Opportunity”) reveal that awareness and education about connected TV/OTT are critical to its future adoption and growth by advertisers. Only 43 percent of marketers claim to be “very” familiar with connected TV; if that same question were asked for cable TV, the response would likely be universal.

Connected TV is gaining traction as consumers are increasingly viewing content whenever/wherever they want. Some are “cutting the cord” — terminating traditional TV entirely in favor of connected TV/OTT subscriptions. While adaption of connected TV spans generations, younger consumers are particularly engaged.

As consumers continue to migrate to multiple screens/devices and penetration of connected TV continues to grow, it’s incumbent on marketers and their agency partners to explore the potential of video in any way it’s delivered. Connected TV advertising does not have to replace traditional linear television, but is an option to supplement it, and one which will increasingly offset the decline in traditional linear television ratings and reach.

The promise of connected TV allows advertisers to achieve similar benefits as their digital counterparts — including enhanced analytics, engagement, and audience targeting — but on the biggest and most influential screen in the home. By both targeting the media buy and enhancing relevant messaging in the subsequent interactive experience, marketers have the ability to reach consumers on a deeper, more personal level than ever before. As both the breadth of connected TV penetration (number of households) and depth (number of sets in each household) grows, the targetability of connected television will likely be enhanced.

The advertising industry stands to benefit from connected TV, which has the potential to amplify impressions and offer more total viewing hours to build on the existing television viewer base. If harnessed effectively, connected TV is poised to reach more viewers with digital targeting, analytics, and engagement: a win-win for consumers and marketers.

New B-to-B Case Studies Published!

By Jesse Feldman, senior manager of content strategy and partnerships
Posted: Sep 2, 2015 11:00am ET

The ANA’s Marketing Knowledge Center is now home to more than 70 award-winning B-to-B case studies from the 2015 B2 Awards. This is the first year we’ve curated and published the B2 Awards, which are managed by our colleagues at the BMA (Business Marketing Association). My team has converted the entry materials (including videos and images) into easy-to-read, educational, and inspirational case studies.

Here are just a couple highlights from the 2015 B2 Awards, from companies of all sizes:

These cases show that creativity and innovation are not restricted to consumer-facing campaigns or huge budgets.

New ANA/BrightLine Research: The Connected TV Opportunity

By Bill Duggan, Group EVP, ANA
Posted: Aug 31, 2015 10:00am ET

ANA and BrightLine teamed up to research how the overall ANA member community is using connected TV/OTT (over-the-top) devices. Connected TV means that a television is somehow connected to the Internet. This includes Smart TVs where the connection is built into the TV, or any IP-connected over-the-top (OTT) device/box like Amazon Fire TV, Android TV, Apple TV, PlayStation, Roku, or Xbox that brings an array of content apps directly to a TV screen. When viewers consume television content in this way, they become connected TV users. Here are the highlights of our learning: 

  1. Only 43 percent of marketers surveyed claim to be “very” familiar with connected TV/over-the-top (OTT). Meanwhile, the great majority (87 percent) are at least “somewhat” familiar.
  2. Only one in five (22 percent) responded that their company has engaged in connected TV advertising over the past year.
  3. Budgets are modest, as a little under half (46 percent) allocate just 1 percent or less of their total TV advertising budget to connected TV. Approximately half of current connected TV advertisers (48 percent) plan to allocate more of their TV advertising budget to connected TV in the next year. Funding is mostly reallocated from elsewhere rather than being incremental. Seventy-one percent of respondents shift funds from other TV activity, while 37 percent do so from digital.
  4. Audience targeting is perceived to be the top benefit of connected TV, cited by 50 percent of the total sample of respondents. Both users and non-users recognize the benefit of audience targeting. With connected TV, television buyers can target audiences on the same level as their digital counterparts.
  5. The top barriers preventing greater spending on connected TV among users are measurement questions and low penetration/small-scale audience.
  6. Among those respondents whose companies are not currently engaged in connected TV advertising, the top barrier is lack of familiarity. Of those not currently engaged, 13 percent intend to do so over the next year, while 59 percent are not sure.
  7. The large majority of total respondents (71 percent) believe connected TV is an opportunity for the television advertising industry. Those currently engaged are extremely bullish on it, with 89 percent believing that connected TV is an opportunity. Reasons most often cited by respondents for identifying connected TV as an opportunity were targeting and following viewer behavior.

The Programmatic Black Box

By Bill Duggan, Group EVP, ANA
Posted: Aug 19, 2015 9:00am ET

Programmatic buying — defined by AdExchanger as “the automation of media buying and selling processes and decisions, enhanced through data” — has great promise. Benefits include efficiency (lower CPMs, faster processing speed), targeting, effectiveness, scalability, and ROI. Programmatic media is the new reality, is big, and is getting bigger. Programmatic has expanded beyond desktop digital display to mobile, video, television, radio, out-of-home, digital place-based media, and print.

However, there are transparency issues with programmatic. The supply chain between the advertiser and the publisher is complex and murky. It’s been called a “fog” and a “black box.” The opacity of programmatic buying is costing advertisers money — and likely costing publishers money too. Below is a simplified view of the programmatic supply chain (source: AdFin).

Given the multiple intermediates, there is a lack of transparency — especially financial transparency — in the programmatic buying process. Various industry experts estimate that for every $1 invested by an advertiser in programmatic buying, only approximately $0.40 gets to the publisher. The remaining $0.60 is dispersed across the various intermediaries.

Some pieces of the supply chain add lots of value, others don’t. Low-value intermediaries prey on those who don’t investigate. I’ve heard experts claim that some marketers pay as many as three intermediaries for the same service.

So what should marketers do? Knowledge is power. Marketers should ramp up their programmatic intelligence.

The foundation of understanding programmatic is understanding the programmatic supply chain. Ask about the role of each player in the process. Such a long supply chain means there are numerous intermediaries of intermediaries. Advertisers need to talk to the tech providers. Know the partners of your partners. Inquire about the flow of money between working dollars (to the publisher) and non-working dollars (to the various other intermediaries).

As greater transparency occurs, savings can be realized for marketers and publishers, which would optimize the promise of programmatic buying.

For more on the issu
es surrounding media transparency, and what’s being done to alleviate them, read this month’s ANA magazine, which covers the topic in depth and features the perspectives of Bill Koenigsberg of Horizon Media and the 4A’s, Jon Mandel of Dogsled Enterprises, Douglas J. Wood of Reed Smith LLP, Dave Morgan of Simulmedia, ANA Chair Tony Pace, Bob Liodice of the ANA, and Marc Pritchard of Procter & Gamble, among others. 

Read ANA magazine here

Become an Agent of Change

By Lisa Guhanick, vice president of the ANA School of Marketing
Posted: Aug 17, 2015 12:00pm ET

Disruption is simply a matter of choice. You can be disrupted and constantly play catch-up while others rule the market, or you can be the disruptor and set your competitors scrambling.

However, in order to effect change, you need to take a new approach to doing business, adopt a new mental model that fits today’s consumer, and then lead your organization toward implementation. To do this, you will need a strong plan and a clear vision to halt your company’s inertia and move the organization in a new direction, but it’s not impossible. 

In a recent HBR article, Jerry Wind, professor of marketing at the University of Pennsylvania’s Wharton School and an ANA instructor teaching Business Transformation Leadership for CMOs (September 16, in New York, N.Y.) discusses one such paradigm shift called co-creation, a new business model based on a network of customer involvement in creating products. “… by exploiting new digital technologies, firms like Apple, Lending Club, and AirBnB have made customer co-creation of value central to their business models and in doing so now rank among the world’s most innovative and valuable firms. Our research indicates that companies that make their customers partners, and share the value created, lead the pack on revenue growth, profit margins, capital efficiency, and enterprise value,” the article says. “By leveraging customer networks and their tangible (e.g. homes and cars) and intangible (e.g. expertise and relationships) assets, firms can gain these advantages of the Network Orchestration business model.” 

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About This Blog

Written by our in-house citizen journalists, this varied blog draws on insights from the client-side marketing community, examines game-changing campaigns and industry research, provides actionable takeaways from ANA events, and more.