Marketing Musings

ANA to ICANN: Your Industry Consensus Claim Is a Lie

Posted: Nov 28, 2011 12:00am ET

ICANN recently stated that it has gone through a laborious process to gain consensus for its generic top-level domain expansion program. In reality, the organization hasn't gained the level of consensus it claims. Bob Liodice, CEO and president of the ANA, says there are more than 100 organizations standing with the ANA in opposition to this harmful program.

Mobile Marketing

Posted: Sep 16, 2011 12:00am ET

Of the 300 million cellphone and portable device users in the U.S., 62 million own a smartphone, and 35 percent of these users regularly access the Internet through their mobile devices. While these numbers continue to grow daily, total spending on mobile advertising is only about $1 billion annually. Bob Liodice, CEO and president of the ANA, explains why it's important for marketers to leverage mobile technology as part of their overall marketing mix.


Generic Top-Level Domains

Posted: Aug 3, 2011 12:00am ET

In June, the Internet Corporation for Assigned Names and Numbers (ICANN) announced a program that would radically change the domain-name system as we know it. Bob Liodice, CEO and president of the ANA, discusses ICANN's revised program to expand generic top-level domain names and why it would cause irreparable harm to brands.


Brand Valuation

Posted: Jun 28, 2011 3:00pm ET

It pays to know your brand's worth! Whether you want to generate increased volume, build revenues, or grow long-term profitability, discovering your brand's value is paramount. ANA President and CEO Bob Liodice discusses the importance of brand valuation and how it can positively impact your marketing mix decisions, operating results, and shareholder equity.

Brands and Brand Building

Posted: Apr 6, 2011 12:00am ET

When thinking about brands and brand building, how do you carve out your brand’s niche in a highly competitive market? It is important to understand that positioning and segmentation are imperative. No matter how big your brand is, your organization must work with your creative agencies to create the positioning that allows you to differentiate yourself in the marketplace.

Guiding Responsible Online Behavioral Advertising

Posted: Mar 25, 2011 12:00am ET

Over the years, privacy has been on top of consumer’s minds because of fears of identity theft and the corrupt use of private information. Recently, advertisers have been plagued with accusations of infringing on the privacy of online consumers. Since it is true that advertisers collect data from consumers shopping online, we have created the “Principles for Guiding Responsible Online Behavioral Advertising.”

Measurement: Finding Common Ground

Posted: Mar 18, 2011 12:00am ET

Years ago we thought the birth of digital marketing would allow us the opportunity measure marketing data easily. What happened after was, through digital, we have accumulated a lot a data to measure but not necessarily the consensus we need to measure it well. It is this lack of accord that has distracted us from truly understanding the impact of our digital marketing efforts.

Integrated Marketing: Understanding the Need for Leadership

Posted: Mar 7, 2011 12:00am ET

Year after year, marketers have struggled with this seemingly age-old question: What is integrated marketing, and how do we do it? More importantly, how do we do it well? I define integrated marketing as the ability to deliver a singular, refined message through multiple channels. Accomplishing this is no easy feat, however, because so many platforms are available and messaging gets lost in the shuffle.

Nielsen's Endorsement of Ad-ID and the Importance of Measurement

Posted: Feb 16, 2011 12:00am ET

Measurement is paramount to the context of marketing accountability, and now the forces are coming together. At the ANA's TV and Everything Video Forum, Nielsen announced its endorsement of Ad-ID as the universal code and common identifier for measuring digital assets and providing brand specific commercial ratings. With Ad-ID, we will now be able to provide measurement more efficiently and productively.

Ten Industry Imperatives for 2011

Posted: Jan 6, 2011 12:00am ET

It's 2011 and we need to start off on the right foot. Today I am going to talk about the top 10 industry imperatives for 2011 including areas like self-regulation, marketing diversity, measurement, and advertising taxes.

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About This Blog

Presents the ANA's take on the major marketing news of the week. The blog, which also details new ANA initiatives, is penned by Bob Liodice, President and CEO.