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Industry Insights
Written by ANA staff and industry contributors, Industry Insights draws on the diverse perspectives of the marketing community to highlight drivers of growth, game-changing campaigns, key takeaways from ANA events, and more.
Industry Insights
7 Tips for Communicating Brand Purpose
In a previous installment of Industry Insights, I shared some tips for defining a company’s brand purpose that guests on the Beyond Profit podcast have offered. While that process can be mysterious and daunting, so too can be the process of conveying to the wider world one’s purpose and one’s efforts toward its fulfillment. Fortunately, Beyond Profit has insights to impart on this matter as well, and seven tips offered by guests of the podcast follow below.
Industry Insights
Retailers Require New Resources for Success in the Privacy-Centric World
For the last 20 years, marketers and advertisers have reached their target audiences on terms set by third parties. Google’s vast display networks, enabled by cookies, defined what we knew as digital advertising. Facebook took it one step further maximizing user-submitted, deterministic data, harvesting it for hyper targeting on and off the platform. It was a gold rush of sorts, with entire segments of the industry born out of the indisputable dominance of the two.
Industry Insights
3 Ways Marketers Can Combat Uncertainty and Build Confidence in 2023
What are marketers concerned about right now? Recent discussions I’ve had with CMOs from a range of industries have revealed three consistent themes.
Industry Insights
2023 ANA Policy Preview for Advertisers
The year was 1864, and the Confederate harbor of Mobile Bay was heavily fortified with “torpedoes” (i.e., sea mines). Despite warnings from his crew, Union Admiral David Farragut charged ahead, issuing his famous order, “Damn the torpedoes; full speed ahead,” an act of courage that resulted in his victory. That about sums up what advertisers must do to succeed in the perilous policy waters of 2023.
Industry Insights
9 Tips for Defining Brand Purpose
Brand purpose has become increasingly critical to how a company differentiates itself, appeals to consumers, and, perhaps most importantly of all, attains a goal loftier than simply making a profit. However, the process of defining a given organization’s unique purpose can be baffling for those undertaking it.
Regulatory Rumblings
From the ANA's government relations team in Washington, D.C., this blog focuses on advocacy initiatives and key legal and regulatory issues threatening national advertisers' freedom of commercial speech.
Regulatory Rumblings
Privacy Shield 2.0 on the Horizon
Big news was announced recently that thousands of small, mid, and large-sized global marketing companies have been waiting nearly two years to hear – a new framework for trans-Atlantic data flows has been reached.
Regulatory Rumblings
“Justice” Jackson and Commercial Speech – Where Will She Stand?
Little light has been shed on what Ketanji Brown Jackson will mean for the commercial speech rights of advertisers and marketers on the U.S. Supreme Court - but her record contains a possible hint.
Regulatory Rumblings
A Billion Dollar FTC?
The House Energy and Commerce Committee, as part of the reconciliation process, last week proposed a massive change to the Federal Trade Commission (FTC) by approving the creation of a vast new FTC bureau dedicated to privacy, data security, and identity theft regulation.
Regulatory Rumblings
Targeting Proves Its Worth
Unfortunately, some state and federal legislators and regulators are trying to impose far broader privacy restrictions than those seen in the California privacy law. The recent experience of companies, government agencies, nonprofits and others responding to COVID-19 and the Delta variant threat provides a powerful case study on why such overly sweeping restrictions would be severely harmful and misguided.
Regulatory Rumblings
Dents In The GDPR
The British government took an unexpected but important step recently. U.K. Culture Secretary Oliver Dowden announced plans to scrap the EU’s General Data Protection Regulation (GDPR) requirements in favor of a new data protection law that protects consumer privacy but “does so in as light touch a way as possible.”