Marketing Maestros

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.

No Laughing Matter

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


Two marketers walk into a bar ...What happens when you combine offbeat humor with a Warren Buffet–infused marketing budget or pick an A-1 frontman like J. K. Simmons? If you’re GEICO and Farmers Insurance, then big, big things.
This month’s ANA magazine talks with Ted Ward, chief marketing officer at GEICO, and Michael Linton, chief marketing officer at Farmers, about what makes humor such an effective marketing tool
Also in this issue: Yahoo provides insight into best practices for native advertising in this month’s special section; we examine why some Internet-born businesses, like Bonobos and Birchbox are going from clicks to bricks; super, giant, huge, dumfounding, galactic sized numbers behind the ALS Ice Bucket Challenge; what your coworkers are really doing on those conference calls; and more. 

Highlights & Insights from 4A’s Transformation

By Bill Duggan, Group EVP, ANA
Posted: Mar 25, 2015 1:30pm ET

I spent a few days in Austin at the 4A’s Transformation conference.  Some event highlights follow.  

Mobile now accounts for 50 percent of all time spent on screens. Jeff Jenkins of Taco Bell called mobile, “The biggest revolution in fast food since the drive through.”

“Purchasing can be a source of good value.  Bring it on,” from Dominic Proctor, GroupM Global.

Tim Armstrong of AOL said that, “Client confusion in the next 20 years will dramatically go up. 4% of media is programmatic; 4% of video viewing is via mobile phones; 4% of the world’s population lives in the U.S.”

“Television is still vital with $370 billion in ad and subscription revenue; 3.8 hours a day viewing per person. Plus, 100% of television is viewable.” This from John Montgomery, GroupM Interaction USA and Chairman of the 4A’s Media Leadership Council.

 My favorite moment of the entire conference was when  Lisa Granatstein, editor of Adweek asked her panel, “What will the ad industry will be talking about a year from now?”

Finally, Nancy Hill of 4A's talked about the importance of trust in the client/agency relationship. She said, “Without trust, we can’t move together.” 

Fraudsters, Liars, and Cheats

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Mar 19, 2015 10:30am ET


Who’d want to hack your grandmother? A number of people, actually. She may not be a heavy online shopper or even email much beyond the occasional FW, but with the right malware running on her computer, it and a few million other infected computers can mean serious money for fraudsters. Operating in the background, where she won’t notice, a malicious piece of software is running, pretending to be a human by surfing the web and clicking on ads, inflating click-rates and costing marketers billions. The scam is real, it’s pervasive, and it’s just one of the many dangers that await marketers in the digital space.

Scared? Read this month’s cover story in ANA magazine to see what the dangers are, and how the industry is fighting back. The ANA, along with other major organizations, is leading the charge.

Also in this issue:

Don’t miss this month’s special section, from our partner the United States Postal Service, on direct mail, big data, and omnichannel marketing.

Give us your thoughts on the publication. Contact the editor, Andrew Eitelbach

PLUS: Every issue includes a number of opportunities to share content online; click the Twitter birds scattered through the issue and you’ll find pre-written tweets to make sharing with your followers even easier. Just like this.

Take a look and let us know what you think. You can leave a comment on this blog post, send me an email at aeitelbach@ana.net, or connect with us on Facebook or Twitter. We’d love to get your feedback.

Highlights from ANA Brand Masters Conference – My Favorite February Memory!

By Bill Duggan, Group EVP, ANA
Posted: Feb 27, 2015 2:00pm ET

As February mercifully draws to a close (the weather!), it allows me to reflect back on my favorite memory from the month – the ANA Brand Masters Conference in Laguna Niguel. CA!  Here are some select highlights that I took away.

It was a great event and I love seeing palm trees in the winter (even with a “marine layer” of fog)! 

Celebrating the Best

By Urey Onuoha, copywriter, ANA
Posted: Feb 27, 2015 11:00am ET

Ahead of last year’s Super Bowl, Duracell released an ad about the power of resilience, featuring Seattle Seahawks fullback, Derrick Coleman. Part of the “Trust Your Power” campaign, the ad was well-received and its popularity only grew as the Seahawks went on to win every game and eventually, the Super Bowl title. Last November, the ad also won big at the 2014 Multicultural Excellence Awards.

But, how was it brought to life?

In a special issue of ANA magazine, we explore the stories behind this and other innovative campaigns that received recognition in one of the ANA’s award programs. In addition to Duracell, we share a behind-the-scenes look at Honey Maid’s “This Is Wholesome,” explain why “Muttbombing” from Dallas Pets Alive! was successful, and show how C Spire nabbed the 2014 Marketing Leadership Analytics Award.

We also celebrate the ANA marketers who showed exceptional skills and talents in their respective positions. In “Top of the Class,” find out why the recipients of the 2014 Rising Marketing Stars Awards deserve this recognition.

And, see other major winners from the Multicultural Excellence Awards, the BAA’s REGGIE Awards, and the BMA’s Global B2 Awards.

Why All the Hoopla on Fidelity “Native” Ad on Forbes Cover?

By Bill Duggan, Group EVP, ANA
Posted: Feb 24, 2015 10:00am ET

If you work in the marketing/advertising industry you have surely seen some of the headlines:

What’s the big deal?

This “native ad” is a small 1½ inch by 5/8 inch black box that says, “FidelityVoice: Revving Up Your Retirement.” Inside the magazine, there is a two page spread called, “Brand Voice By Fidelity” with the headline, “Are You On Track For The Retirement You Want? That is the real native advertising! Plus, Fidelity has two full page ads opposite the table of contents. I think this is a smart, integrated package — kudos to Fidelity and Forbes.

It’s a new media world out there. The guidelines that applied earlier in our careers to ad placement best practices have changed. Print media has especially come under assault. Publishers – and the advertisers that rely on them – must adapt or die.

People are talking (and debating) about what Forbes and Fidelity have done. And that’s a good thing. We don’t all need to agree. Congrats to innovators like Forbes and Fidelity who are sparking a dialogue in the industry.

ANA recently published Advertising is Going Native, which features some great insights on how marketers are using native advertising.

February's ANA Magazine: A Labor of Love

By Andrew Eitelbach, senior manager of marketing and communications
Posted: Feb 17, 2015 4:30pm ET

For those who don’t plan ahead, Valentine’s Day can be thick with romantic pitfalls, and the unprepared can find themselves plagued by relationship blunders and missteps. Hopefully you’ve come through the long weekend unscathed, or in a much better place than you were before. As we return to work, keep in mind the professional relationships that are so crucial to your marketing group’s success. Specifically, the relationships between your marketing team and your agency partners. While not personal in nature, these kinds of relationships need just as much nurturing, and they thrive on open communication, clear expectations, and shared long-term goals.

Read our feature story, “Finding the Perfect Match” to see how Ikea, Wells Fargo, and others build agency relationships that last.

Also in this month’s ANA magazine:

Other stories in this issue include Tiffany & Co.’s new engagement ring campaign; the videos Nike made for Fuelband users (which you can watch right in the issue); what Starbucks’s CEO has to say about the coffeemaker’s delivery service; and more.

PLUS: Every issue includes a number of opportunities to share content online; click the Twitter birds scattered through the issue and you’ll find pre-written tweets to make sharing with your followers even easier. Just like this.

Take a look and let us know what you think. You can leave a comment on this blog post, send me an email at aeitelbach@ana.net, or connect with us on Facebook or Twitter. We’d love to get your feedback.

Introducing B-to-B Marketer

By Urey Onuoha, copywriter, ANA
Posted: Feb 2, 2015 10:30am ET

Last week, we launched the inaugural issue of B-to-B Marketer, a strictly business-to-business publication from the ANA and BMA. Each issue of the magazine is dedicated to sharing best practices, case studies, interviews, and expert advice on B-to-B marketing. 

Our cover story for this first issue is an in-depth interview with Eduardo Conrado, chief marketing officer at Motorola and board member of both the ANA and the BMA. Find out how he has successfully pushed for collaboration between marketing and IT and his advice on best business practices here.

In our main feature, we look at the growth of mobile marketing in the B-to-B space, and share tips for marketers to consider before jumping into the mobile arena.

Finally, we explore a campaign that demonstrated Siemens USA’s expertise in implementing PLM solutions. Siemens partnered with Space X to provide PLM software that facilitated the launch of the latter’s Falcon 1 and Falcon 9 launch vehicles and its Dragon Space Capsule. The success of this partnership formed the basis for the campaign, as explained in this case study.

Also in this issue, we look at the secrets of great content marketers, the blind spots blocking the path to marketing’s full potential, and the importance of a social brand identity statement, and share insights from Cisco’s CMO Blair Christie on the company’s focus on the people who bring the brand to life.

Read the full issue here.

Native Advertising Must Have Clear Disclosure (that it is, indeed, advertising)

By Bill Duggan, Group EVP, ANA
Posted: Jan 30, 2015 9:00am ET

Native advertising provides marketers with the opportunity to create relevant associations between their brands and consumers via content. Done right, native advertising is a win for marketers, consumers, and publishers. Marketers win because their messages have a better likelihood of being seen/read versus traditional advertising. Consumers win because marketing messages have more contextual relevance than traditional advertising. And publishers win given the business development potential. 

With native advertising the advertiser attempts to gain attention by providing messaging in the context of the user’s experience. The advertiser’s intent is to make the paid advertising feel less intrusive and increase the likelihood users will engage with it. But it cannot fool the consumer into thinking it’s editorial content from the publisher. There must be clear disclosure that it is indeed advertising.

According to the new ANA white paper, “Advertising Is Going Native,” 66% of respondents agree that native advertising needs clear disclosure that it is advertising. Only 13 percent feel that such disclosure is not needed, while 21% are not sure. Comment to that 13% who feel disclosure is not needed – you’re either wrong or misinformed and that’s the type of perspective that damages consumer trust in advertising.

According to survey respondents, both the publisher and the advertiser have a high responsibility to ensure disclosure. Comment to advertisers – this is an issue for you to be on top of; don’t simply delegate responsibility to your agency or the publisher. Advertisers must play an active role in ensuring disclosure.

Three-fourths of respondents feel that there is an ethical boundary for the advertising industry when it comes to native advertising – and that overwhelming perspective is terrific.

To enable consumers to tell the difference between native advertising and editorial, proper disclosure that native advertising content is indeed advertising is a must. Marketers have a responsibility to provide that transparency to consumers in order to maintain trust, and they must play a lead role in working with publishers to ensure proper disclosure. The advertising industry has had a long and successful history of self-regulation, but poor (or no) disclo­sure could undermine the long-term potential of native advertising and result in the threat of government intervention.

<< 1234567 >>  Last (38)

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.