A survey of Association of National Advertisers (ANA) members finds one-third of them (42 percent) have established in-house ad agencies. Most marketers explained in-house ad agencies contribute to cost efficiencies and savings
Rex Briggs' and Greg Stuart's arguably instant classic, "What Sticks," predicts that 47% of advertising campaigns are destined to fail. That estimate closely matches famous retailer John Wanamaker's legendary words, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." These condemning comments -- separated by 80 years -- illustrate the continuing sad state of marketing accountability. The marketing-accountability revolution must continue. In today's demanding business environment, companies must know the impact of their marketing investments. The Association of National Advertisers has launched a major initiative to significantly elevate the efficiency and effectiveness of marketing programs by codifying the best accountability practices. Our insights are being drawn from member case studies as well as from ongoing ANA surveys of senior-level marketers, which have been conducted since 2004.
Although the popularity of internet video is booming on all devices, content producers and aggregators are anxious to unlock the secrets of monetization. That may become increasingly more difficult as many marketers consider double-digit reductions in campaign media budgets and ad production for next year, according to a new survey by the Association of National Advertisers. The boom could be lowered on video advertising
Some of the country's biggest marketers are rallying to oppose an advertising deal between Google Inc. and Yahoo Inc., as the Justice Department considers whether to go to court to block the agreement. The Association of National Advertisers, a trade group that represents major companies like Procter & Gamble Co. and General Motors Corp., sent a letter to the Justice Department Thursday calling the deal bad for advertisers and recommending that it be blocked. The group announced the letter on its Web site on Sunday. The agreement, announced in June, gives Web-search giant Google the right to sell search and other text ads on Yahoo sites, sharing the revenue with Yahoo.
ANA Recommends Against Google-Yahoo Search Advertising Partnership in Letter to Department of Justice
The ANA has sent a letter to Thomas O. Barnett, Assistant Attorney General, U.S. Department of Justice (DOJ), citing its objections to the announced Google-Yahoo search advertising partnership now under review by the DOJ. In preparing this letter, ANA conducted a comprehensive, independent analysis, which included input from the Board’s members and face-to-face discussions with Google and Yahoo.
The Screen Actors Guild and the American Federation of Television and Radio Artists have agreed to another six-month extension of their commercials contract with two ad industry groups, the American Association of Advertising Agencies and the Association of National Advertisers.
NEW YORK Consumers, feeling less confident economically, are eating out less and downgrading to cheaper brands, marketers are slashing spending, and agencies are cutting or freezing their head counts. Such was the bleak, if not unexpected, picture that emerged from three separate research reports last week. The findings came as no surprise, given mounting losses in major industries (automobile, financial services), the rising prices of commodities and the historically close correlation between ad spending and the country's gross domestic product. Still, they contrasted starkly with the more optimistic collective mantra -- "We're seeing no signs of significant spending declines" -- that Interpublic, WPP, Omnicom and Publicis Groupe have stuck to since the economy began unraveling late last year.
As reported in this week's HD Essentials column, broadcasters and advertisers have formed a coalition to help prepare the advertising community for the Feb. 17, 2009 transition to digital television (DTV). The coalition
Marketers from a broad cross-section of categories and industries are feeling the pinch of belt-tightening with their budgets, according to a recent survey from the ANA (Association of National Advertisers). Over half of the 100 people surveyed (53 percent) expect their advertising budgets to be reduced in the next six months as a result of the tough economic climate, and 87 percent of those polled are already being challenged with identifying cost savings or reductions with current marketing and advertising efforts.
The two leading actors unions announced they will act together in negotiating new contracts for ad appearances by members with the AAAA and the Association of National Advertisers. The Screen Actors Guild and the American Federation of Television and Radio Artists are in the midst of a well-publicized split over their approach to the Hollywood studios.
The better, news, perhaps, was the venue where the study was being discussed: The Association of National Advertisers' 2008 Marketing Accountability Conference. The fact that the ANA put the study on the agenda at this week's conference is a positive sign that marketers are trying to learn how to work in partnership with finance.
CBS officials at the meeting were head of network sales Jo Ann Ross; top pricing and planning executive Dean Kaplan; and an attorney. They met with executives from the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA)--both of which had asked NBC, ABC and CBS in February to join them on a task force to discuss the practice of charging integration fees.
Study Finds Increased Collaboration Between Marketing and Finance Despite Continued Dissatisfaction With Metrics
In their efforts to increase brand awareness and drive sales, marketers are still struggling to create accountability programs that effectively measure the impact of marketing efforts, according to a new study from the ANA (Association of National Advertisers) and MMA (Marketing Management Analytics). Although the majority of companies with a marketing accountability process tend to house this function within the marketing department, there is growing collaboration between marketing and finance. The 2008 ANA / MMA Marketing Accountability Survey, fielded by CoActive Marketing, surveyed 128 senior-level marketers in May 2008, following similar studies conducted together since 2005.
"Television broadcasting is entering a whole new era, and as one of the leading voices in the industry, it is the Association of National Advertisers (ANA)'s job to offer counsel on how advertisers can best adapt to these changes," said Bob Liodice, President and CEO of the ANA. "Advertisers need to understand the financial and creative implications and start thinking now about which format they will choose."
Recognizing the transformation taking place in the marketing landscape, the ANA (Association of National Advertisers) has added a new category to its annual Multicultural Excellence Awards to highlight work in digital media. Entries are now being accepted, and winners will be announced at the ANA’s 10th Annual Multicultural Marketing Conference, November 16-18 in Boca Raton, FL.
Integrated marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers. Several studies, including one recently conducted by the Association of National Advertisers, indicate that achieving effective IMC campaigns is marketers' primary concern. But there is considerable uncertainty about how to staff, design, manage and measure the success of such programs.
NEW YORK CBS has accepted an invitation to join a task force formed by the Association of National Advertisers and the American Association of Advertising Agencies to examine the practice of charging network integration fees, according to the ANA.
"Integrated Marketing" embraced by Marketers but Internal Structures Limit Uptake - Marketing Charts
Integrated marketing communications (IMC) has been embraced by marketers, 74% of whom now employ IMC campaigns for most of their brands, according to a new Association of National Advertisers member survey fielded by CoActive Marketing Group.
Marketers across the board are embracing integrated marketing communications (IMC), reflecting the fact that it is now "more essential than ever". That is according to a new survey of members of the ANA (Association of National Advertisers), the results of which were published on Tuesday (May 20th), revealing that IMC campaigns are employed by 74 per cent of marketers for many of their brands.
Promoting A Healthy Lifestyle Is Not Only Up To Advertisers, But The Government And Parents Too-MediaPost Publications
Dan Jaffe, EVP for the Washington, D.C., office of the Association of National Advertisers, calls the ICBA and CFBAI initiatives "the most extensive self-regulatory steps ever taken within the food and beverage industry," and perhaps in any category. He also stresses that these are part of "much broader" industry efforts to address the challenge of childhood obesity, including greatly expanding the range of healthier products offered. For example, he points to a Grocery Manufacturers Association member survey that found that marketers had added over 10,000 new and reformulated products in recent years to address nutrition and calories issues, and to the Ad Council's extensive public service advertising to promote education about nutrition.