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Industry Insights

  • The Capabilities of Video & CTV Buying Need to Catch Up With Advertiser Demands

     Industry Insights   May 2, 2023  

    Even though CTV is eclipsing linear TV in terms of viewer growth and data capabilities and flexibility, the ad buying mechanisms have not advanced at the same pace. Even in the streaming-centered year of 2023, non-programmatic insertion orders still account for a majority of CTV transactions.

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  • Celebrating National Pet Month with These 5 Campaigns

     Industry Insights   May 1, 2023  

    The English philosopher Bernard Williams is said to have remarked that “there is no psychiatrist in the world like a puppy licking your face.” The observation pithily captures how much pets contribute to our flourishing as humans.

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  • Smarter Marketing in the Wake of New Privacy Laws

     Industry Insights   May 1, 2023  

    Over the past few years, governments around the world passed sweeping new laws to protect consumer privacy online. These laws, adopted in response to widespread consumer concern with marketers’ collection and use of third-party data to serve targeted online advertisements, gave consumers new rights to be informed about marketers’ data collection practices, to delete and correct their data, and to block advertisements that relied on internet “cookies” and related advertising technologies.

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  • Finding the Middle Ground for CTV Supply Path Optimization

     Industry Insights   April 28, 2023  

    A riff has emerged within the industry when it comes to the reality of connected TV (CTV) inventory. On one side, we’re hearing many of the industry’s ad tech providers — the ones that sit between CTV publishers and advertisers — tout the growing fragmentation and complexity of the space as a demonstration of the need for their services to connect brands and agencies to disparate supply.

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  • A Q&A with CMO of Pepsi Todd Kaplan

     Industry Insights   April 27, 2023  

    Todd Kaplan is presenting a session, "Think Outside the Brand: How to Embrace a "Culture-First" Mentality in Today's Fragmented Media Landscape" at the ANA 2023 Brand Masters Conference from April 26 to 28 in Bonita Springs, Florida. ANA's Mike Kaufman, SVP of brand and media, recently interviewed him for a pre-conference discussion.

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  • Brand Purpose Should Be the Focus of Influencer Programs

     Industry Insights   April 27, 2023  

    Coming on the heels of the social media uproar that followed Bud Light’s partnership with a trans influencer, marketers everywhere are taking stock of the role that brand ambassador programs play within their broader branding strategies — and understandably so. As with so many elements of marketing and advertising, a brand ambassador program isn’t just an outreach tool anymore. It’s a statement of values — and brands need to ensure theirs match up with their actions.

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  • Is Your Client-Agency Relationship on the Rocks?

     Industry Insights   April 27, 2023  

    Do you get the feeling things aren’t what they should be with your agency relationship, that something has gone wrong? Has some of the love been lost?

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  • Ad Tech Doomsday Gut-Check: Dissecting 4 Dire Outlooks

     Industry Insights   April 26, 2023  

    It’s scarcely spring, and 2023 has already delivered its share of ups and downs to the advertising industry. Due to the prevailing socioeconomic conditions around the world, businesses are being cautious about their investment and growth predictions for 2023. Consequently, the upcoming year is expected to witness intriguing developments in ad spending, audience behavior and first-party data.

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  • Effective Thought Leadership Is Only as Strong as This Relationship

     Industry Insights   April 26, 2023  

    In an era when every brand has a story to tell — and countless platforms on which to tell them — it has never been more important to get those stories right. Audiences have come to expect it. Whether they are average consumers or C-suite executives, they need brand stories to be useful. They want stories that enlighten or educate, not promote or sell.

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  • 3 Ways Software Is Fueling Localized Marketing at Scale

     Industry Insights   April 21, 2023  

    Some translation experts describe the mission of translation as restoring the Tower of Babel: All the peoples of the world speaking in one tongue without cultural differences to constrain communication. Machine translation and automation appear to bring organizations closer to this reality. Plug all a company’s communications into a translation engine, and a company can speak to everyone around the world in their own language.

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  • Can This Client-Agency Marriage Be Saved?

     Industry Insights   April 20, 2023  

    At some point as a client, you may find you are not getting the quality or type of work you need from your agency. Or maybe your needs are evolving and changing. So, if that’s the case, it’s time to go into a full-on agency review, right?

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  • How Startups Can Sustain Success & Growth During a Recession

    Industry Insights   April 20, 2023  

    With 50 million new startups launching every year, the competition to succeed — and then show sustained value — is fierce. It’s no secret that IPO activity dropped dramatically in 2022 — largely in part, due to rising inflation concerns and the looming recession.

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  • UCLA’s 2022 Hollywood Diversity Report Illustrates the Impact of Diversity Across the Film Industry

     Industry Insights   April 19, 2023  

    According to UCLA’s 2022 Hollywood Diversity Report, there is a strong relationship between diversity in films and box office performance. The study found that diverse cast, writers, and directors can lead to commercial and red-carpet success, and that minorities often make up a disproportionate number of moviegoers.

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  • Why Focusing on ChatGPT Will Lead Marketers Astray

     Industry Insights   April 19, 2023  

    We’re now living in a time when artificial intelligence (AI) has become a part of many of our daily lives – and it’s only the beginning. ChatGPT, a generative AI chatbot developed by OpenAI late last year, is now widely available and has opened the floodgates to what’s possible. Just weeks after launching, ChatGPT attracted a jaw-dropping 100 million users and became the fastest-growing consumer application in history.

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  • Agile Marketing: The Perfect Marketer Is Over

     Industry Insights   April 18, 2023  

    In today's fast-paced digital landscape, we challenge marketers to deliver near-perfect results by maximizing our campaign's return on investment (ROI). The constant pressure to produce exceptional outcomes has limited marketers' ability to experiment, learn, and grow; thus ultimately constraining our potential.

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  • The ANA Sustainability Collective: Industry Update

     Industry Insights   April 17, 2023  

    As sustainability becomes more common to marketing practices across the U.S. and the globe, the question of how to drive growth remains central. At the ANA, we believe sustainable, inclusive marketing practices are a significant growth driver for organizations across industries. We also believe marketers and their supply chain partners have a responsibility to drive positive impact on people and planet alongside business growth.

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  • A CMO’s Guide to Zero-Party Data

     Industry Insights   April 12, 2023  

    By now, almost every CMO should have a mandate to acquire more first party data (if not, please call me ASAP). The impending doom of a cookieless future, coupled with iOS changes already in effect, and endless changes to privacy regulations, have marketers scurrying to solve how their brands will reach consumers effectively and in a personalized and relevant way.

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  • Marketing Automation Is a Cost-Effective Paradigm Shift

     Industry Insights   April 12, 2023  

    Marketing automation has all too often been looked at as a “nice to have” for companies. Yet, those exact same companies often find reasons to complain about organizational inefficiency and its pressures on their balance sheets. In stating the obvious that protecting margins is truly paramount for brand marketers, while improving performance and service levels, then automation would seem to be a “must have” that is central to resource allocations.

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  • Getting the Most from Your Inside Sales Team

     Industry Insights   April 11, 2023  

    The inside sales team is not the same as it was a few years ago. The importance of field sales and the opportunity to influence buyers through one point of human contact with the customer has been declining for years, and COVID-19 accelerated that trend. Three trends are driving significant changes in how inside sales teams are configured and deployed and resulting implications.

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  • Sustainability and Marketing Earth Day & Beyond

    Pulse   April 11, 2023  

    Tips for sustainable marketing

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