Committee Thought Leadership

Increasingly, ANA committees play thought leadership roles in addressing key industry issues.  Examples include:

  • How ANA Members Are Using Influencer Marketing 
    The term influencer marketing was cited from eMarketer and defined as "marketing that identifies and activates individuals who can sway the brand preferences, buying decisions, and loyalty of the broader population using their own opinions, beliefs, and/or marketing channels. On social platforms, the term typically describes the process in which companies compensate celebrities, social media 'stars,' or industry experts to create and publish content to social channels on behalf of brands or provide endorsements for brands. The ANA released new research in April 2018 on how ANA members are using influencer marketing, which revealed that 75 percent of member companies currently employ the discipline, and almost half (43 percent) are planning to increase spending on it in the next 12 months. Additionally, of those respondents not currently using influencer marketing, 27 percent indicated they plan to do so in the next 12 months. 

  • The State of Programmatic Media Buying
    This report provides insights on issues including how programmatic buying is measured and staffed and the level of transparency marketers have into their programmatic buying initiatives. Further, it provides recommendations to help marketers take greater control of their programmatic media investments.

  • Better Creative Briefs
    A brief is a roadmap and catalyst for creative, but clients don't always give the brief the attention it deserves. The ANA Briefing Task Force was established to provide guidance for developing briefs and optimizing the briefing process, and produced this white paper.

  • Production Transparency in the U.S. Advertising Industry
    This in-depth ANA report concludes that transparency concerns in production exist at multiple agencies and holding companies. Ten recommendations for advertisers are provided to address these concerns.
  • The Bot Baseline 2016-2017: Fraud in Digital Advertising
    The headline from the third edition of the ANA/White Ops Bot Baseline report is, "The War on Global Digital Ad Fraud is Winnable!" The study is based on an analysis of the digital advertising activity for 49 ANA members between October 2016 and January 2017. Fraud losses for 2017 are estimated to be $6.5 billion globally, down 10 percent from the $7.2 billion reported in last year's study. Traffic sourcing is still the major risk factor for fraud. Meanwhile, the very best ANA member performers — those study participants in the top quintile (20 percent) of performance — have shown dramatic positive outcomes. Extrapolated globally, those top performers would project only $700 million lost globally to fraud in 2017. Our recommended action steps are drawn from what the top performers have put into practice.

  • Programmatic: Seeing Through the Financial Fog
    With the rapid adoption of programmatic media, the supply chain has quickly become complicated — with agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, and publishers. To many, the result is a financial "fog." ANA, ACA (Association of Canadian Advertisers), AD/FIN Solutions, and Ebiquity PLC commissioned a study that provides practical solutions to help advertisers take greater control of their programmatic investments and to investigate the costs and economics of the programmatic ecosystem.
  • Use of Social Media and Advanced Technologies for Sponsorship
    The great majority of ANA members are using social media to support sponsorship activations, either before, during, or after a sponsorship. Meanwhile, slightly less than half use advanced technologies – such as 360-degree photography, beacons, virtual reality – to support sponsorship. This research also covers areas including reasons for use, platforms employed, and measurement while providing a number of case study examples.

  • In-House Agency Fact Book
    The ANA In-House Agency Fact Book is comprised of some of the best client-side marketer in-house agencies in the world. The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies. The fact book serves as a reference point for other in-house agencies and those looking to learn more or start their own in-house agency. Each fact sheet explores an in-house agency's capabilities, organizational chart (where provided), and other key data points.

  • One Year Later: How ANA Members Are Addressing Media Transparency Issues
    Sixty percent of ANA members have taken action steps in the past year to address media transparency issues. The most common action step related to the advertiser/agency contract. Audits and changes to programmatic buying practices also received attention.
  • E-commerce Insights
    This research provides a baseline understanding of the prevalence of e-commerce efforts by the overall ANA member community and the organizational structures in place to support them.

  • ANA Members on Walled Gardens: Overwhelming Support for Independent Audits by MRC
    Facebook and YouTube have announced that they would break down their "walled gardens" and allow independent audits by the Media Rating Council. In an era of concerns about transparency in the advertising supply chain, these are very positive developments. The ANA calls on other large digital enterprises which have not yet undergone (or announced support for) such independent audits to embrace transparency and "break down their walled gardens" by allowing independent audits by the Media Rating Council.
  • The Evolution of Public Relations
    The ANA partnered with the USC Center for Public Relations at the Annenberg School for Communication and Journalism to understand current client-side marketer perceptions of public relations. Key highlights of what we learned: (a) digital is driving public relations; (b) public relations is converging with marketing; (c) internal staffing and spending to support public relations are on the rise; and (d) public relations can add value by demonstrating how its programs achieve measurable business outcomes and by improving measurement of results. 
  • Marketing Word of the Year
    ANA committee members selected "Artificial Intelligence (AI)" as the 2017 ANA Marketing Word of the Year.