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The Persistent Illusion of Brand Safety in Digital Advertising
Leading Edge September 20, 2024It’s becoming clearer and clearer that our idea of brand safety, at least in the ad world we currently live in, is an illusion at best. Some may argue that we’ve entered a backlash era against the concept as a whole. Whether it’s the collective shoulder shrug in response to Adalytics’ latest report, or the successful shutdown of GARM, it’s evident our current brand safety approach isn’t working.
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How to Tell a Story That Matters
Leading Edge September 18, 2024If you look at any great story, there are elements they all have: a main character, a want or need, a plot, tools the character uses, and most importantly, conflict. Conflict is the engine that drives every story, and the best storytellers not only have compelling conflict but highlight the conflict. The conflict can be internal or external, but it’s the most important element in every story. From Darth Vader to the Joker, every great story has that agent of conflict. The key for any brand is twofold.
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Political Advertising in 2024: The New Playbook Essentials
Leading Edge September 18, 2024As the 2024 election cycle revs up, the stakes for political campaigns at every level are higher than ever. From local races to the presidential election, the ability to run effective and efficient advertising campaigns will be crucial in swaying undecided voters and securing victories. With political ad spending expected to reach record highs—some estimates suggest it could surpass $12 billion — candidates and their teams must be more strategic than ever in how they allocate their media budgets.
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3 B2B Campaigns That Created Powerful Experiences
Pulse September 17, 2024Below are B2B companies that successfully utilized experiential marketing to increase brand awareness and affinity.
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The B2B Campaigns Promoting Racial and Gender Equality
Pulse September 17, 2024Below are three campaigns that successfully broke down barriers and bridged the equity gaps.
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What Can Cannes Teach Us About the Value of Transactional Data?
Leading Edge September 17, 2024Inflation is still higher than anyone would like, which is driving consumers to be more selective in their purchases. That means that any type of data tied to a transaction can be an indicator of what a consumer is willing to purchase, where they’re willing to travel, the streaming services they bring into their home, causes they support, or whom they might vote for.
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These Three Brands Promote and Support Gender Equality
Pulse September 17, 2024Whether it is International Women’s Day, or just another day of the week, it’s powerful to see brands promoting and celebrating women throughout campaigns. With the multitude of brands available to choose from, consumers these days want to support a brand that they are emotionally connected to and that makes a positive impact on society.
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Co-Creation Is the Secret to Brand Authenticity in Influencer Marketing
Leading Edge September 16, 2024The arrival of TikTok shop earlier this year was initially met with a positive reaction, but it has since received some criticism of its commercialization of the platform. Meanwhile, creators are grappling with deinfluencing overconsumption, and struggling to find meaningful ways to incorporate singular and disjointed brand promotions (often around seasonal moments) into their content.
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Hispanic Heritage Month: A Catalyst for Unity, Cultural Pride, and a Stronger America
Leading Edge September 16, 2024Now that Labor Day has passed, we are quickly approaching that very unique time of year that is Hispanic Heritage Month. Why is it unique? Let’s start with the reality that, while it spans a four-week timeframe, it doesn’t coincide within a month. More importantly, in recent years it has been a subject of considerable debate.
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Why Hope Needs to Be Key Advertising Message This Election
Leading Edge September 13, 2024Watching the various online ads and campaign videos from this year’s U.S. presidential election should come with a health warning.
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4 Marketing Experts on Building Trust
Pulse September 13, 2024ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.
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Next-Level Contextual: 3 Ways Publishers Can Increase Revenue Through Relevance
Leading Edge September 12, 2024As signal deprecation undermines the efficacy of certain methods of identity-based targeting, contextual targeting is emerging as a more vital strategy than ever. This strategy, which analyzes content and matches ads to the most relevant environments, not only preserves addressability but also aligns with growing concerns about privacy.
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Editor Highlights: Gen Z, TikTok, and Partnerships
Pulse September 12, 2024Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.
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ANA's POVs: You Need to Watch These
Pulse September 11, 2024In a crowded industry with endless content and information to sift through, it can be challenging to discern quality content that provides relevant and factual information and helpful case studies. ANA’s Marketing Knowledge Center can help, however; the MKC provides trusted information meant to inspire concrete and actionable next steps.
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These B2B Campaigns Highlighted Sustainability and Sustainable Growth
Pulse September 10, 2024In a time when sustainability can feel like an empty buzzword, it’s important to highlight the real work brands are doing to make change in the space, regardless of industry. Climate change is top-of-mind for people, whether as consumers or producers; mitigating its negative consequences should therefore become an integral part of a company’s processes.
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The Currency of Trust: Prioritizing Brand Building in Finance Advertising
Leading Edge September 10, 2024Today, we increasingly see financial advertisers pursue bottom-line KPI’s, chasing quick profits at the expense of sustainable growth. While the allure of short-term gains through metrics such as new customer acquisitions and credit card applications can be tempting, they should not come at the expense of long-term value derived from robust brand building. Brand building is not a sprint but a marathon — a process that, much like dollar cost averaging in the S&P 500, benefits from the power of compounding over time.
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AI for Marketing Strategy: Unleashing Creativity and Efficiency
Pulse September 10, 2024In today's fast-paced marketing landscape, artificial intelligence (AI) is no longer just a buzzword — it's a powerful tool that can revolutionize your marketing strategies. Many marketers only utilize AI for more downstream marketing work like content creation and data analysis. While this can and should be used for this work, there are numerous opportunities further upstream that marketers are not utilizing AI to its fullest.
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Bogged Down from Burnout? This Hiring Expert Shared Helpful Tips
Pulse September 9, 2024Burnout bumming you out? Many workers feel the same, according to recent data from Robert Half. The consulting firm reported that 34 percent of professionals surveyed reported that their burnout level was at a seven or higher on a scale of 10, indicating high levels of burnout.
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The Future of Targeting and Segmentation
Leading Edge September 6, 2024My peers and I took a collective sigh of relief when Google decided not to deprecate third-party cookies. To have something that felt so definitive and final — our initial shock wasn’t around the decision itself. After four and a half years of indecision, we were all granted the apparent closure.
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Does Your Retail Media Network Spend Create Regulatory Risks?
Leading Edge September 5, 2024How are the RPA and advertiser use of RMN’s related?
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