Industry Insights
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Boathouse Releases 2025 CMO Report
Pulse April 21, 2025Boathouse released its fourth edition of its CEO Survey on Marketing the Chief Marketing Officer (CMO). Based on four years of data on marketing and a research sample of 150 CEOs from top U.S. companies, the report focused on strategies, expectations, and assessments of CMOs and their marketing departments.
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Editor Highlights: Gen AI, Privacy Laws, and Breaking Down Silos
Pulse April 18, 2025Do 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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How AI and Machine Learning Are Revolutionizing CTV Ad Fraud Prevention
Leading Edge April 18, 2025CTV advertising has exploded in recent years, with ad spend projected to 46.89 billion dollars by 2027, according to Statista. Unfortunately, where ad dollars flow, fraudsters follow. As a data scientist at Roku, I've had a front-row seat to the evolving battle between fraudsters and platform security teams. The good news? Machine learning (ML) and artificial intelligence (AI) are finally giving us the upper hand.
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AI in Lead Gen: When, How and Why?
Leading Edge April 16, 2025Not a day goes by without artificial intelligence (AI), or more specifically, generative AI, hitting the headlines. According to the last year’s McKinsey Global Survey, 65 percent of organizations regularly use gen AI, almost double the percentage from just 10 months previously. Unsurprising then, given its rapid uptake, that discussion abounds about AI’s place in sales and marketing, and lead generation specifically.
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Building a Strong ABM Foundation
Leading Edge April 15, 2025We’ve all likely heard the story popularized in Stephen Covey’s The Seven Habits of Highly Effective People of how to prioritize your big rocks first, before the less important stuff (pebbles and sand) takes up all the space, often represented by someone putting each of these materials one after the other into a big glass jar.
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Celebrate the Trailblazers: Meet the Winners of the 2025 ANA MarTech Awards
Pulse April 15, 2025The marketing technology world just got more exciting. On March 27, 2025, at the ANA AI and Technology for Marketers Conference in Austin, Texas, the ANA unveiled its inaugural Marketing Technology Innovator of the Year Awards, honoring standout individuals and teams that are transforming the industry.
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Performance versus Brand: Can Values Unlock Success in Both?
Leading Edge April 14, 2025For years, marketers have wrangled with the balance between brand and performance marketing; between building long-term equity and driving immediate conversions. Which one is more important? While long-term customer relationships are critical, it only matters if your brand has the revenue to move forward today. Too often, this industry conversation is framed as an either-or trade-off.
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Tackling the Media Mix: How Advertisers Can Overcome Fragmentation in 2025
Leading Edge April 11, 2025TV advertising is more fragmented than ever, which has increased complexity for advertisers to get the media mix right. Viewers are consuming content across a fragmented ecosystem that spans linear TV, virtual cable, and streaming platforms, each with its own set of challenges and opportunities. To capture audience attention in 2025, advertisers must rethink their approach — balancing reach with precision, embracing multi-layered strategies, and leveraging emerging opportunities to maximize performance.
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The AI Marketing Transformation: Key Takeaways
Pulse April 10, 2025The marketing industry has faced many technological advancements, yet is currently facing the biggest, and perhaps most controversial, to date: artificial intelligence (AI). While some organizations have embraced AI and successfully implemented it throughout their organizations, others still have hesitations surrounding AI and therefore are at risk of falling behind in the industry.
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Mastering the Art of Marketing Measurement
Leading Edge April 9, 2025Measuring ad effectiveness is both more critical and more complicated than ever. Advertisers are expected to prove the value of their media spend across multiple channels while navigating a complex ecosystem that is increasingly privacy-conscious and fragmented. Gone are the days when simple tracking through cookies or last-click attribution could provide basic insights. Instead, brands now rely on three major measurement approaches: media mix modeling (MMM), multi-touch attribution (MTA), and lift studies.
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How to Use AI to Improve Your Campaigns Now
Leading Edge April 8, 2025There’s so much justifiable teeth-gnashing in our industry these days. Whether it’s programmatic campaigns landing on fraudulent or MFA (made for advertising) sites, similar campaigns delivering impressions on wildly objectional sites, as the Adalytics study just revealed, or verification companies somehow being unable to police these campaigns, despite sucking so much revenue from the ecosystem, buyers have a big problem. The really bad news is that publishers have an even worse problem.
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The Financial Services Industry Makes an Impact with 8 Award-Winning Campaigns
Pulse April 8, 2025For an overview of some recent advertising efforts undertaken by the banking and financial services industry, consider eight campaigns.
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Key Takeaways from ANA’s AI and Technology Conference
Pulse April 7, 2025The eyes of Texas were upon the advertising and marketing world recently as over 1,000 marketers (in-person and virtual) gathered for the ANA’s AI and Technology for Marketers Conference in Austin, presented by Meta. Over three days, attendees were treated to master classes in data, AI, MarTech, and even, in a highlight of the first day, a lesson on how to find joy and be more human by former AdAge Publisher and current Founder/CEO of “The Elements of Us” Alison Arden. Presenting brands included Meta, Mattel, Goldfish Swim School, Now Optics, Newell Brands, Kyndryl, Liberty Mutual, Nationwide, Northwell Health, American Family Insurance, and Salesforce.
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The Reinvention of the Influencer Trip: Why Brands Must Do More Than Just Show Up
Leading Edge April 7, 2025The landscape of influencer marketing is changing. Not since the early days of Web 2.0 has there been such a disruption to how brands use ambassadors and partners.
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Busting the Myths: All the Questions You’ve Ever Wanted to Ask About Supply-Side Curation
Leading Edge April 4, 2025There has been no shortage of discussion about curation recently, with other variations such as “supply-side curation” and “vertical curation” also entering the conversation.
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Editor Highlights: Loyalty Marketing, Commerce Trends, and James Bond
Pulse April 4, 2025Do 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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Celebrating National Beer Day 2025
Pulse April 3, 2025Considering how long drafts and later cans have lent humanity their reliable refreshment, it’s appropriate that we should raise a commemorative glass to (and perhaps with) the elixir on April 7th, National Beer Day. In honor of the occasion, consider the marketing campaigns undertaken to promote this thirst-quencher, which has been our companion since the first dawnings of our civilizations.
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Marketers Going Green
Pulse April 2, 2025Though the factories and fleets of trucks that support business interests worldwide are a very considerable contributor to the damage environmentalists strive to curtail, many a corporation has begun to restrain its more disastrous tendencies and even work, at times, hand in hand with environmentalists, perhaps most notably by making carbon pledges that curtail emissions, or at least by endeavoring to balance them out with protections afforded to carbon-trapping forests.
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Principal Media: Friend or Foe?
Pulse April 2, 2025Principal media has been getting increased attention in the U.S. More than ever, advertising agencies are acting as principals rather than agents. That means they acquire media — therefore becoming the owner, or “principal,” of that media — and then resell the media to their clients. The purpose of our work was to increase awareness and help educate marketers so they can make informed decisions about the role of principal media for them.
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These 6 Campaigns Made an Impression for the Telco Industry
Pulse April 1, 2025When Alexander Graham Bell created the first telephone, it was an achievement that would have defied the imaginations of earlier generations. Speech uttered into a receiver in one room being reproduced by a separate device in another room? The feat would have seemed hardly less than magical. Nor could Bell himself have imagined what would have been to him the sorcerous applications of his original invention, which now allows us to carry the sum of world knowledge in a pants pocket.
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