Thought Leadership Series

Marketers’ No. 1 Missed Opportunity

Research recently conducted by Ipsos for Condé Nast Ideactive identified significant, and often overlooked, areas conducive to consumer engagement at pre- and post-purchase points. How best to engage consumers’ emotions depends on what device they’re using and where they are in the purchasing journey.

The Mobile Market

Retailers are reacting swiftly consumers armed with smartphones and other mobile devices. It’s crucial that retailers engage mobile shoppers so that they still find their way back into the store, as opposed to simply ordering online.

Primed for Takeoff

As brands accelerate the use of videos to reach consumers, spending on mobile video advertising is projected to skyrocket. Learn how brands are harnessing the power of mobile video and putting it into action.

Show Your Creativity

Find out how to plan a more effective mobile display advertising campaign with research into campaign reach, device targeting, ad units, and consumer engagement.

The Mobile Era 5 Years In

What do the dramatic changes to mobile devices mean for brand marketers? A case study from Patagonia shows how one brand is finding success with an interactive mobile video ad.

An Appetite for Interactivity

Find out what marketers should know about TV viewers’ propensity to interact. With the right basic framework, brands can transform a traditional 30-second encounter into a dialogue, dynamically tracking their targets’ preferences to make each dollar more valuable than the last.

Data-Driven Design

Actionable insights are powering the effectiveness of TV advertising. A data-driven methodology helps brands successfully engage target consumers, substantially enhancing the power of their overall marketing strategies.

Still the King

New media platforms may grab all the attention, but television reigns supreme as a powerful advertising medium. While total TV ad spending this year is expected to rise only 2.5 percent, even that hike will result in an outlay of $60.5 billion--considerably more than on any other media format.

What You Should Know About iTV

These statistics show the growing importance of iTV.

Growth Is Not the Strategy

Profitable growth results from a focus on improving customer value. Learn how executives connect the redefinition of customer value to social media and metrics.

Measures for Success

Through focused efforts, brands in a number of industries are becoming more accountable marketing organizations. Learn what steps these companies are taking to improve marketing accountability.

That Was Easy

A case study from Staples shows how the brand increased campaign response rates. Staples is analyzing the purchasing patterns of its core customers and targeting them with relevant, profit-generating offers.

The Changing Role of CMOs

Today’s marketing leaders must create consistent, personalized customer experiences. CMOs from Procter & Gamble, Zappos, and Nike share how they connect with consumers.

A Push for Cost Control and Accountability

A new ANA survey reveals a significant level of digital agency fee renegotiation. Learn about approaches marketers can take to more productively and efficiently obtain digital marketing services.

Beyond Cost and Rates

Decideware's practical guide presents three elements to consider when determining the value of an agency relationship.

Build a Stronger Bond

These five best practices can improve the relationship between marketing, procurement, and agency professionals. To further improve these relationships, ANA has launched the Procurement Mentoring Program.

Driving Performance

Key insights help marketers maximize an agency evaluation program to improve agency performance, maximize client efficiencies, and optimize cost savings, the program centers on a client’s evaluation of an agency’s performance across a range of areas. A case study shows how one pharmaceutical company refreshed its existing agency evaluation program to ensure that agencies focused on activities that increased brand value in a cost-effective way.