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Industry Insights

  • APR’s 2025 Marketing Production Trends Report

     Pulse   May 12, 2025  

    In the current state of marketing production, marketers must consider ways to keep up with competition and produce high volumes of content while maintaining quality and effectiveness. APR sought to highlight such considerations and more in its annual report, “2025 Marketing Production Trends.”

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  • From Distrust to Influence: How Advertisers Can Rebuild Consumer Confidence

    Leading Edge   May 12, 2025  

    Advertising has a trust problem. Consumers are skeptical, and for good reasons. Misinformation floods their feeds; ad saturation makes them tune out and opaque algorithms dictate what they see. Brands aren’t just caught in the crossfire – they’re often funding the very problem they need to solve.

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  • Beyond Demographics: How Psychographics and Motivational Data Are Transforming Advertising

     Leading Edge   May 9, 2025  

    In today’s marketing landscape, where personalization reigns and attention is scarce, knowing who your audience is simply isn’t enough. To cut through the noise and truly connect, brands must understand why people act the way they do.

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  • These Award-Winning Campaigns Engaged Asian Americans

     Pulse   May 8, 2025  

    Immigrant and acculturated minority communities can often encounter challenges in a culture that isn’t altogether familiar, or at least hospitable. Although marketers may not be the first people whom you would expect to raise their hands to combat these ills, the 2024 Multicultural Excellence Awards shined a spotlight on practitioners of our trade who did just that, helping to bring those of Asian descent more fully into the fold in their North American homes.

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  • Data Is the Engine, Not the Afterthought, of Performance Marketing

     Leading Edge   May 7, 2025  

    Data has become the non-negotiable foundation of performance marketing. With today's abundance of information, marketers can gain deeper understanding of audiences and campaign effectiveness, leading to refined strategies, improved targeting, and superior results. Relying on intuition alone is no longer viable. Neglecting data represents not just inefficiency but a significant competitive disadvantage given unprecedented access to consumer behavior, engagement, and conversion pathways.

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  • The Purpose Era Isn’t Dead

    Leading Edge   May 6, 2025  

    At its core, purpose is the reason a business exists at its highest level — anchored in a deeper human truth that extends to a social mission and, when most effective, unfolds alongside evolving expectations. It’s not static. And it’s not reserved for those who start perfectly or fully. Any brand’s purpose should exist to better serve its customer.

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  • Influence and Content: How Brands Can Tap into Passion and Relevance

    Leading Edge   May 5, 2025  

    The silos between third-party media placements, social media, and content in general have come down. In this always-on, hyperconnected world, the fragmented approach is now obsolete. Given that 89 percent of people most trust recommendations from people they know, according to a March 2025 Nielsen study, marketing success belongs to those who master the intersection of these once-distinct worlds.

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  • Editor Highlights: Creative Briefs, Gen AI, and Marketing Org

     Pulse   May 2, 2025  

    Do 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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  • Metadata's Impact on Commerce

    Leading Edge   May 2, 2025  

    While growth in e-commerce has slowed in recent years, there’s no denying that online shopping is now the norm around the world. The quality of the search and product discovery experience can make or break an e-commerce business. Search plays a vital role in the world of commerce, acting as a bridge between consumer desires and product availability.

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  • Innovations in Pharmaceutical Marketing

     Pulse   May 1, 2025  

    Consider seven case studies from the ANA’s library of award-winning campaigns. Short summaries follow below with full descriptions accessible through the embedded links.

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  • Reimagining Value: What Comes After Sustainability

     Leading Edge   April 30, 2025  

    Modern sustainability has focused on minimizing harm — reducing carbon footprints, limiting waste, curbing resource consumption. There’s no doubt these are important goals. Yet they live within a framework of “less bad.” Regeneration challenges us to go further and to reimagine our role as more than stewards or managers of systems and as participants in their renewal.

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  • How CTV Creative Goes from Barrier to Entry to Lever for Optimization

     Leading Edge   April 29, 2025  

    For more than 70 years, TV commercials have been budgeted and produced like short feature films, and this strategy has been working. Millions of people discover and remain loyal to brands because of awesome commercials. It takes a lot of money to make a great TV commercial. Superbowl ads can cost as much as $30 million to produce, and another $8 million to air. Even if it’s not for the Superbowl, premium brands consider their TV commercial creative to be the crown jewel of their advertising assets.

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  • Breaking the Silence: Why Audio Must Catch Up in Programmatic

     Leading Edge   April 28, 2025  

    Audio advertising is driving the lifeblood of culture, monetizing all the audience’s deepest points of passion, from music to politics and even gaming and audiobooks. Audio ads have been profoundly influential and memorable, with sonic identifiers and jingles far outlasting many television campaigns. Despite all of this, marketers have been slow to modernize their approach to audio and nowhere is that more apparent than in programmatic.

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  • How Savvy Brands Are Driving Deeper Fan Engagement

     Leading Edge   April 28, 2025  

    In many ways, it’s surprising that more luxury goods haven’t prioritized marketing spend in premiere sporting event partnerships. Both have always been signals of exclusivity and status – those with the will (and bank accounts to match), have been able to see or own events and items that only a fraction of the general population will ever get access to.

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  • Jared Belsky On Principal Media Buying and More

     Pulse   April 25, 2025  

    Jared Belsky is CEO and co-founder of digital marketing agency Acadia and will be a featured speaker at the ANA Advertising Financial Management Conference April 27 to 30 in Carlsbad, CA. In advance of the event, ANA Group EVP Bill Duggan sat down with Belsky for a conversation.

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  • When It Comes to Picking a CDP, Consider the Use Case

     Leading Edge   April 25, 2025  

    I talk to hundreds of brand leaders every year about their tech vendors, and customer data platforms (CDPs) are frequently mentioned. While nearly every marketer already uses a CDP or is considering using one, a surprising few are limiting themselves to the handful of vendors that made it into the most recent Magic Quadrant. The Gartner Quadrant lists 17 CDP vendors, however, Alium interviewees have identified 57.

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  • The Risk and Opportunity of In-Store and Store-Adjacent Media in the OOH Landscape

     Leading Edge   April 24, 2025  

    As in-store marketing continues to surge alongside e-commerce-driven retail media networks, OOH strategists, planners, and media buyers are increasingly challenged to distinguish which physical retail formats should take priority in their portfolios. The industry’s existing playbook for out-of-home (OOH) media offers a useful framework for understanding in-store and store-adjacent media formats. However, many specialized format marketers lack clarity on positioning these emerging media opportunities, creating confusion and inefficiencies in the marketplace.

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  • Green Media Isn’t Just Good for the Planet, It’s Good for Business

     Leading Edge   April 23, 2025  

    For years, sustainability in advertising has been framed as a corporate responsibility — a box to check for brand image and environmental compliance. But today, green media is proving to be far more than an ethical imperative; it’s a strategic business decision with tangible returns.

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  • Is Your Agency Wasting Your Money Advertising to AI Agents?

     Leading Edge   April 22, 2025  

    With OpenAI’s release of Operator to their paid tier, tens of millions of customers are testing out what AI agents can do. I’m one of them, and I quickly realized that there are now millions of page views going to AI agents rather than people.

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  • Promoting Sustainability with Integrity & Avoiding Greenwashing

     Leading Edge   April 22, 2025  

    As companies seek to embrace green initiatives and eco-friendly campaigns, it is crucial to adhere to ethical marketing practices that not only reflect genuine efforts but also foster consumer trust and avoid “greenwashing” pitfalls. This Earth Day, April 22, is a prime opportunity to review, highlight, and renew your organization’s commitment to environmental sustainability.

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