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Marketing Musings

State Advertising Taxes

Posted: Mar 8, 2013 12:00am ET

In the video below, ANA President and CEO Bob Liodice discusses the threat of state advertising taxes, and how the passing of this legislation could cost the advertising industry billions of dollars as well as jobs and income in every state.

Please view the video below:

The Industry Is Facing Serious Headwinds

Posted: Feb 11, 2013 12:00am ET

For the marketing industry, 2012 was pretty much like any other year — lots of highs, lots of lows, lots of news, and lots of changes. When you bundle these up, we moved the proverbial ball forward. That’s good, in total, but it leaves a lot of questions unanswered, like:

We’ll get more of the “great reveal” on these and other ongoing challenges in the 2013 chapter of this great novel, but I’m not sure how much more. We’re facing serious headwinds that we need to truly recognize, acknowledge, and challenge.

Headwind 1: The Economy

We’re going into the fifth consecutive year of subpar growth. Without economic growth, there will be no robust growth in marketing spending budgets. What is quite frightening is that there are few forecasts that suggest healthy growth levels for several years, largely due to U.S. budget deficit management, European stagnation, and concerns over economic leadership in China and India.

Headwind 2: The Government

The regulatory and legislative arenas are chock-full of land mines — and they threaten to blow up whatever semblance of opportunity we have in our industry. For example, despite extraordinary industry responses that provide self-regulatory vehicles to address children’s advertising and privacy/data collection issues, the government continues to battle us. Why? They don’t know what they really want and ignore the accomplishments we bring to the table.

Headwind 3: The Industry

We are not aligned. Does anyone think that marketers, agencies, and media/publishers are on the same page? Of course not. Consider the fact that we have more than 30 trade associations in our industry — and we fail to act collaboratively across the entire spectrum of issues. While progress has been made, we have only scratched the surface. Our lack of alignment truncates our ability to develop a common agenda, organize to pursue that agenda, and then resource it adequately.

So what’s next? Well, if you liked 2012, you’ll be pleased because we’re getting a heavy dose of the same for 2013.

 

Increasing Marketing Investment to Build Stronger Brands

Posted: Jan 30, 2013 12:00am ET

In this video, ANA President and CEO Bob Liodice explains why increasing marketing investment in more sophisticated, impactful ways improves the economic value of a brand.

Please view the video below:

Integrating Media Across Platforms

Posted: Jan 28, 2013 12:00am ET

In the video below, ANA President and CEO Bob Liodice discusses the key challenges of bringing an integrated campaign to life across multiple media platforms. Liodice will deliver the keynote address at the inaugural Media Leadership Conference, presented by YouTube, February 24-26, in Miami, Fla.

Please view the video below:

The Advertising Industry Outlook for 2013

Posted: Dec 12, 2012 12:00am ET

Bob Liodice, president and CEO of the ANA, provides his take where the advertising industry is heading in 2013. Will the economic uncertainties staring us in the face cause marketers to rethink some of their marketing and advertising strategies next year?

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Bob Liodice on Achieving Growth

Posted: Nov 27, 2012 12:00am ET

Bob Liodice, president and CEO of the ANA, discusses how today’s leading marketing organizations manage for and achieve business growth.

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Bob Liodice on Media Rebates

Posted: Oct 1, 2012 12:00am ET

Bob Liodice, president and CEO of the ANA, discusses the industry practice of media incentives and rebates, and shares findings from an ANA member survey on the subject.

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Bob Liodice on Privacy - Do Not Track

Posted: Sep 3, 2012 12:00am ET

Bob Liodice, president and CEO of the ANA, discusses online behavioral advertising, particularly the concerns marketers and consumers have about data capture and tracking.   

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Bob Liodice on Privacy

Posted: Aug 1, 2012 12:00am ET

Privacy is one of the most complex issues affecting the advertising and marketing industry. Bob Liodice, president and CEO of the ANA, discusses what the industry is doing to reconcile the privacy issues elevated by public policy groups and state legislatures.

Please view the video below:

Bob Liodice on Ad-ID

Posted: Jul 2, 2012 12:00am ET

Ad-ID currently serves the advertising asset coding needs of more than 800 companies in the U.S. Bob Liodice, president and CEO of the ANA, explains how adopting Ad-ID across the advertising business system can make it more efficient and productive.

Please view the video below:


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About This Blog

In this video blog, ANA President and CEO Bob Liodice offers his non-sugar-coated perspective on the key challenges affecting the marketing and advertising industries.