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Industry Insights

  • The Art of Persuasion in the Age of AI

    Industry Insights   June 21, 2024  

    As marketers, we spend a lot of time discussing the art and science of persuasion. Many of the most successful brands in fact, have built their entire creative process around using behavioral science to create persuasive narratives grounded in human insights.

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  • The Genius of OREO: Inclusively Everywhere

    Industry Insights   June 21, 2024  

    Experiences bond people together and create positive sentiment. One of the most important ways a brand can successfully connect with people is through crafting memorable, inspiring, and engaging experiences, whether through a brand activation in real time, a limited-edition product, or special swag. OREO is a brand that accomplishes each of these objectives in a way that fosters fun, excitement, and inclusivity.

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  • 3 Strategies to Rule Your Cross-Channel Campaigns

    Industry Insights   June 20, 2024  

    Seeking patterns is considered a distinctly human trait — beyond a part of our learning process, this approach also allows us to utilize our problem-solving ability. However, this behavior in isolation may cause more problems than it solves in a volatile discipline like modern marketing. Given the complex terrain of today’s hyper-connected digital landscape, marketers must embrace a strategic blend of dynamic creativity, data-driven decision-making, and efficient targeting.

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  • How a Legacy Brand Crafted a Modern Recipe for Success

    Industry Insights   June 20, 2024  

    From streamlining operations to enhancing customer experience, Sonny’s BBQ is committed to its growing community by using technology coupled with a touch of southern charm. Peter Frey, Sonny’s chief brand officer shared the brand’s journey to digital transformation at the inaugural ANA Marketing Technology for Marketers Conference.

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  • Consumer-Centric Spending: Why Your Ads Need to Follow the People

    Industry Insights   June 18, 2024  

    Almost 75 percent of US ad spending is funneled into online channels according to eMarketer, but that doesn’t necessarily reflect where people actually spend their time or where best to capture their attention. Vistar’s Leslie Lee explains the importance of consumer-centric spending.

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  • Marketing Lit the Fire of Consumerism: Now We Must Do the Same for Sustainability

    Industry Insights   June 18, 2024  

    As humanity is poised to overshoot the earth’s replenishable resources for 2024 by August first, marketers must rally around sustainability as they have consumerism in the past.

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  • The Pros and Cons of the Hype Cycle

    Industry Insights   June 18, 2024  

    Most marketers are drawn to new things. They enjoy finding new ways to engage with audiences or leveraging new pieces of technology. But is this always a good thing?

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  • Where Is All That Search Investment Going?

    Industry Insights   June 18, 2024  

    Digital marketers aren’t new to change, and we’ve seen a lot of it throughout the course of our careers. Once again, the winds of change are blowing strong, and nowhere is this more evident than in the realm of search. For years, Google has reigned supreme as the go-to platform for search advertising, commanding the lion’s share of ad spend. But a big shift is underway, propelled by the rise of consumers performing their searches on social versus traditional search platforms such as Google or Bing.

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  • The Evolution of Digital Marketing in the Era of AI

    Industry Insights   June 17, 2024  

    As concerns over data security and consumer privacy continue to grow, marketers are confronted with a unique challenge: how to engage audiences effectively while respecting their privacy and remaining in compliance with regulatory legislation across geographies.

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  • Why Open Programmatic and CTV May Never Mix

    Industry Insights   June 17, 2024  

    Programmatic ad buying took off in the 2010s because advertisers and publishers alike realized that audiences were splintering across the long tail of websites. As the monoculture dissolved, it became clear that it was impossible to reach a mass audience with direct buys and homepage takeovers across a dozen websites.

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  • Marketing to People with Disabilities: Case Studies and Campaigns

    Industry Insights   June 14, 2024  

    Marketing to people with disabilities starts with creating content and campaigns that resonate with them using real-life stories and situations. Below are case studies and campaigns that are inclusive to people with disabilities.

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  • Unpacking Personalization: Martech and Data Insights for SMBs

    Budgeting Brilliance (Campaigns ≤ $400,000)   June 13, 2024  

    As the impending demise of third-party cookies looms, marketers, particularly those in small-to-medium sized businesses (SMBs), are pivoting towards new data strategies. SMBs stand poised to leverage emerging technologies to meet consumers’ expectations, foster meaningful connections, and thrive in an ever-evolving market.

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  • ANA's ASK Answers: These Are the Top Guides

    Industry Insights   June 12, 2024  

    As artificial intelligence (AI) continues to transform the marketing landscape, marketers need to stay ahead of the curve and leverage the power of AI to drive growth and innovation. AI is a top priority for you and the ANA. As such, we have been prioritizing our mission of providing important and powerful resources to enable members with the tools they need to enhance their AI knowledge and skills.

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  • How to Create Brand Love Through Scents

    Industry Insights   June 11, 2024  

    When I first learned about the concept of olfactive branding or scent marketing, a branding strategy that consists of creating custom scents for brands and spaces to improve the brand image, I was unaware of its immense power and influence.

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  • Attention: Why It's More Than Just Viewability 2.0

    Industry Insights   June 10, 2024  

    In a world full of advertisements, the burning question remains: How can we keep consumers truly engaged? As our industry evolves daily, advertisers are taking a deeper look, moving beyond conventional metrics like viewability, and embracing innovative measurement tools to gauge attention. However, as new measurement tools arise, so does the need for standardization as we navigate uncharted territory.

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  • 8 Brands Poignantly Promoting Inclusivity

    Industry Insights   June 7, 2024  

    When strategizing and ideating on campaigns, it’s important to prioritize serving your audience effectively. What are the pain-points your brand and/or products are trying to address and alleviate? Taking this human approach is an integral step in marketing more inclusively and compassionately. Below are campaigns that successfully consider their audiences authentically and inclusively.

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  • Creativity, Composability and Compliance: Prevailing Themes from ANA Marketing Technology for Marketers Conference

    Industry Insights   June 7, 2024  

    At the ANA Marketing Technology for Marketers conference, key takeaways centered on upholding creativity as the driving force behind martech innovation, designing adaptable and composable marketing architectures, and prioritizing data privacy compliance as platforms grow more sophisticated.

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  • “Hey Siri, Design Me a Campaign”: Exploring the Future Of AI Advertising

    Industry Insights   June 6, 2024  

    Given the speed of AI developments, including natural language voice commands, automated audience segmentation, generative asset generation, and dynamic versioning, this may not be so far away. The question is not if fully automated AI-powered ad campaigns will happen, but when.

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  • Contextual Runs Deeper Than You Think: 3 Use Cases to Consider

    Industry Insights   June 5, 2024  

    Marketers are showing renewed interest in contextual advertising as they explore alternatives to cookie-based targeting. This is worthwhile as the traditional purpose of contextual advertising – targeting ads based on content – remains valuable. Still, novel applications of contextual data can enable new techniques that deliver a better return on ad spend, which can at least partially address losses from cookie deprecation.

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  • Resource List of Certified Diverse Suppliers for Marketing/Advertising

    Industry Insights   June 5, 2024  

    To help the marketing/advertising community, the ANA has curated a list of certified diverse suppliers that work in our industry.

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