12 White Papers from ANA Committees for Your Holiday Stocking

December 21, 2017

By Bill Duggan



ANA committees are small groups doing big things. 2017 has been a busy year with ANA white papers originating from committees published on issues including programmatic buying, transparency, e-commerce, and more. We have put together this summary below to provide easy access to all this great work.

  1. 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.
  2. 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.
  3. Production Transparency in the U.S. Advertising Industry
    This report from the ANA Production Transparency Task Force concluded that transparency issues exist in production and can lead to costly, inefficient, and sub-optimal advertiser business decisions. Ten recommendations are provided for advertisers to improve production management processes.
  4. The Bot Baseline: Fraud in Digital Advertising 2016-2017 Report
    The third ANA/White Ops Bot Baseline Report reveals that the economic losses due to bot fraud have declined and provides a number of action steps for the industry to fight fraud.
  5. Programmatic: Seeing Through the Financial Fog
    This investigates the costs and economics of the programmatic advertising ecosystem and provides an "Advertiser Playbook" with an eleven-step plan to enhance programmatic accountability.
  6. Using Social Media and Advanced Technology for Sponsorship
    The 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, and virtual reality — to support sponsorship. This research covers areas including reasons for use, platforms employed, and measurement while providing a number of case study examples.
  7. In-House Agency Fact Book
    The fact book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies. It serves as a reference point for other in-house agencies and those looking to learn more or start their own in-house agency.
  8. One Year Later: How ANA Members Are Addressing Media Transparency Issues
    A year after ANA released its reports on media transparency, an ANA survey found that a majority of ANA members have taken action steps focusing on contracts, auditing, and non-disclosed deals.
  9. 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.
  10. ANA Members on Walled Gardens: Overwhelming Support for Independent Audits by MRC
    In an era of concerns about transparency in the advertising supply chain, independent audits of the large digital enterprises by the MRC are positive developments. Furthermore, it's clear that there is overwhelming support from client-side marketers for independent audits by the MRC.
  11. 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.
  12. Marketing Word of the Year
    ANA members selected "Artificial Intelligence (AI)" as the ANA 2017 Marketing Word of the Year.

Learn more about ANA Committees here.

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