Industry Insights
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Best Practices for Increasing MQL to SQL Conversions
Leading Edge December 6, 2024Every company’s marketing department works hard to funnel marketing qualified leads (MQL) to its salespeople. Ideally, sellers want every MQL to convert into a sales-qualified lead (SQL). Having an MQL to SQL rate of 100 percent is not realistic, but far too often, this number ends up being lower than it should be.
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Advertising Is Being Lost in Translation
Leading Edge December 5, 2024On the surface, Sofia Coppola’s Lost in Translation is about two foreigners navigating a place where they don’t speak the language. However, the real message is that even when people share the same words, the real meaning can still be lost as it is translated into different personal contexts. That’s exactly what’s happening in advertising today.
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ANA 2024 Marketing Word of the Year: AI
Leading Edge December 5, 2024Since 2014, the ANA has surveyed our members to select the ANA Marketing Word of the Year. For the second year in a row and third time in the past eight years, AI is the ANA Marketing Word of the Year in 2024.
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Account-Based Experience: Bringing the Power of ABM to the Full Customer Journey
Leading Edge December 4, 2024ABX represents a more holistic, data-driven approach that spans marketing, sales and customer success. Already, B2B firms are using ABX to transform B2B customer engagement and growth strategies.
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Giving and Growing: How the Industry Is Leading the Communities We Serve Together
Leading Edge December 4, 2024After years of collaborating with the ANA on what has now become its 350-member strong Brand Purpose Committee, I was honored to accept a co-chair last year alongside Dan Grimm, distinguished executive-in-residence at Rutgers Institute for Corporate Social Innovation. In these roles, we work closely with tireless ANA EVP Ken Beaulieu and director Alicia Osgood, to ensure committee members are learning and growing their organizations as well as the industry and communities we serve together.
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AI Powering the Future of Travel: How Destination Marketers Leverage Intelligent Technology
Pulse December 3, 2024At the ANA’s AI Marketing Reality Check conference, Steve Paganelli, Tripadvisor’s senior head of Americas Partnerships, Christine Maguire, Tripadvisor's VP of global advertising, and Cody Chomiak, VP of marketing at Travel Manitoba, explored how DMOs are using AI to create more personalized and seamless journeys for their visitors.
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Today’s Brands Lack Core Strength — Let’s Fix That
Leading Edge December 3, 2024Rather than constantly forcing ourselves to evaluate the success of campaigns by “end-all-be-all” conversions, consideration measurement offers a better way forward. Consideration is the ultimate lynchpin that helps tie awareness and performance together. Being known is great, but it's not enough. Your brand has to be considered for someone to take that next step.
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The Cool Ways Brands Have Used AI and VR/AR
Pulse December 2, 2024Innovative technology can truly change the way people experience their lives, whether it’s because they can Zoom with a family member or coworker or sort through large amounts of data more quickly to understand a demographic and its needs better.
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The Power of Diversification in Affiliate Marketing: Lessons for Q4 and Beyond
Leading Edge December 2, 2024Every holiday season, the perennial question for businesses is: how can we maximize growth while maintaining sustainable, diversified revenue streams? Affiliate marketing offers a powerful solution, yet the running perception of this channel often narrows it down to last-click, coupon-driven models. This is a missed opportunity, particularly when brands should be thinking about diversification — not just in their partner types but in how they plan, execute, and adapt during the busiest time of the year.
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Dynamic IPs and the Battle Against Ad Fraud
Leading Edge November 27, 2024Despite relentless efforts to combat ad fraud, bad actors continue to exploit vulnerabilities, resulting in billions of dollars in losses each year and eroding trust in the ad tech industry. Amid the many strategies for preventing ad fraud, one crucial aspect is often overlooked: the role of IP addresses.
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Getting The First-Party Data Engine Running: What Are Marketers Missing?
Leading Edge November 26, 2024First-party data is supposed to be revolutionizing marketing. Driven by high expectations of its role in an increasingly cookie-less world and reports showcasing promising scope for better efficiency, 82 percent of marketers have already started prioritizing first-party data to fuel greater customer value.
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Marketing-Influenced Revenue: Clarifying What Attribution Misses
Leading Edge November 25, 2024If you have doubts about the validity of your attribution data, then, how are you supposed to measure the impact of your marketing programs? You re-think attribution altogether.
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Editor Highlights: Audio Ads, Phone Compliance, and Media Measurement
Pulse November 22, 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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To Grow Your Business, Become Culturally Resonant
Leading Edge November 22, 2024There is a big difference between being culturally relevant and culturally resonant. Cultural resonance surpasses the fleeting nature of cultural relevance and amplifies over time. It describes the relationship between brands and consumers as going beyond the transactional, to having a shared perspective of the world and an understanding of the true value the brand provides.
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Coke's New Holiday Ads Are AI-Generated — Here's How They Performed
Leading Edge November 21, 2024It’s official: Coca-Cola is not always the real thing. The beverage brand recently got into hot water after remaking its classic festive ad campaign “Holidays Are Coming” using generative AI.
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These Brands Show Support for Women and Take Steps Toward Change
Pulse November 21, 2024It has been proven that brands that approach societal issues through campaigns are more likely to connect with generation Z and millennial audiences, and therefore gain higher brand trust and favorability. A large area of focus within the current societal issues for brands is around women. Specifically, the prominent issues women face today, such as unrealistic beauty standards, inadequate emotional support, and outdated stereotypes.
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These Brands Created Award-Winning Collaborations and Experiences
Pulse November 20, 2024Creating powerful memories can lead to increased loyalty and preference; people will remember how they felt when interacting with a brand or product, good or bad. The key is to harness experiences that foster positive emotions and/or connect people to a shared community. Below are campaigns that did just this.
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How MFA and AI-Generated Content Are Reshaping Brand Safety
Leading Edge November 19, 2024The internet is awash with Made-for-Advertising (MFA) sites and AI-generated content, creating a crisis of authenticity with practical implications for brand safety. The ANA’s bombshell Programmatic Media Supply Chain Transparency Report, and Adalytics’ scathing research on the ineffectiveness of traditional brand safety tools have brought about a paradigm shift.
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The Rise of AI Search: What Brands Need to Know
Pulse November 19, 2024The marketing and advertising landscape is undergoing a seismic shift with the rapid rise of AI-powered search. Platforms like ChatGPT and Anthropic's Claude are quickly becoming the new front door for consumer product research and purchasing decisions, displacing traditional search engines like Google.
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5 Questions to Separate AI Fact from Fiction in Media
Leading Edge November 18, 2024In ad tech, we love our three-letter acronyms — you've got DSPs, SSPs, CDPs, and DMPs. We obsess over click-through rates (CTRs) and customer acquisition costs (CAC), and the three-letter list goes on. But as our attention spans shrink, our acronyms do, too. The most important ones for the future will have just two letters, and the most obvious one is AI (artificial intelligence).
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