Industry Insights
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Trade Groups Collaborate on Guidelines to Help Buyers and Diverse Media Suppliers Strengthen Partnerships
Industry Insights August 18, 2022Over the past six months I've had the pleasure of working with industry colleagues on guidelines to help buyers (agencies and marketers) and diverse media suppliers improve their ways of working together.
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The Procurement Opportunity: Process Improvements
Industry Insights August 17, 2022ANA recently released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” The work measures the perception of marketing procurement among three constituents: procurement, marketing, and agencies. While procurement has a positive perception of itself, agencies generally do not. Marketing, meanwhile, has a better perception than agencies yet it’s clear they believe there is much room for procurement’s improvement.
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3 Steps to Standardize Measurement in Influencer Marketing
Industry Insights August 15, 2022Influencer marketing is growing fast, and the desire to standardize measurement is growing alongside it. The Interactive Advertising Bureau and the Association of National Advertisers are exploring standards to measure the impact of influencer spend, which will be key to evolving the channel as it takes a regular role in the mix alongside search, display, TV, and other advertising staples.
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5 Inspiring Quotes on Brand Expression & Positioning
Industry Insights August 10, 2022ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.
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A True and Open Partnership: A Warner Bros. Discovery Case Study
Industry Insights August 10, 2022In July ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” In that report, Sebastien Slek, executive director, global sourcing marketing at Warner Bros. Discovery contributed the following case study.
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A Global Marketing Executive's Perspective on Brand Versus Performance Metrics
Industry Insights August 9, 2022Emily Culp, a global marketing executive, former CMO of Keds, and Board Member at Mizzen + Main and Stio & Cordial, recently sat down with the ANA’s Michael Berberich, Senior Director of Content & Marketing, to discuss her views on brand vs. performance metrics and how marketers can make the right decisions for their brand.
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How Brands Are Fighting Ad Fatigue with New Creative Strategies
Industry Insights August 5, 2022Brands are somewhat obsessed with audience targeting, to the detriment of ad creative. Nielsen has long held that creative is responsible for about half of a campaign’s overall performance, with targeting much lower.
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B2B Going Green
Industry Insights August 4, 2022If the peril currently faced by the planet was not enough to impress upon marketers the importance of sustainable business practices, they have had that importance underscored for them by one of their industry’s leaders, namely, Marc Pritchard. ANA magazine has quoted the chief brand officer of Procter & Gamble insisting that "marketing is in a state of disruption, and people expect more from brands and companies. They expect us to do good for society and for the planet. Brands really have the opportunity and responsibility to step up and do good — and do so in a way that's good for growth."
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Now Is the Time for Brands to Clean Up Their Ad Supply Chain
Industry Insights August 3, 2022More than halfway through 2022, the world is still feeling the effects of global supply chain issues. These woes are impacting the production of everything from planes to cars to Halloween candy. Every time an industry is hit with supply chain slowdowns, there is a trickle-down effect in ad spend.
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Procurement’s Definition of Value Must Be Maximum Growth and Impact
Industry Insights August 3, 2022Last week ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” One of the most fundamental debates about procurement is their definition of value. Is it lowest cost or maximum growth and impact? In the new report we asked procurement, as well as marketing and agencies, “Please indicate where on the continuum below the marketing procurement group stands in terms of its definition of what constitutes value.”
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How Automation and AI Can Enhance Customer Experience
Industry Insights August 2, 2022Across all industries, most successful companies now rely on artificial intelligence (AI) to streamline their operations. For example, the automation of business processes has enabled companies to perform more tasks in less time, resulting in lower labor costs, increased output, and higher profit margins. At the same time, machine learning and AI-driven analytics have made it possible for organizations to make more informed and effective marketing decisions based on high-level insights pulled from data.
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How to Tailor Your DTC Website to Attract & Convert the Modern Consumer
Industry Insights August 2, 2022As a DTC business, your brand’s website is the very heart of your operations. It introduces prospects to your products, showcases your brand, and keeps your shop up and running 24/7 — no matter where your customers are based.
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The Rise of Retail Media Networks
Industry Insights August 2, 2022Retail media networks (RMNs) are becoming essential to the modern digital marketing landscape. These advertising platforms run on the digital properties of specific stores, allowing brands to reach consumers near the closest point of sale. For example, a brand like Lay’s or Tostitos can leverage a grocery chain’s RMN to advertise to consumers searching for snacks on the retailer’s website or app.
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How D2C Brands Can Leverage Influencers and Affiliate Marketing
Industry Insights August 1, 2022As D2C brands enjoy hyper-growth mode thanks to consumers’ increasingly digital habits, savvy marketers are looking to influencers and affiliate marketers to expand their reach. The key to running a successful campaign, regardless of which method you choose, is simple: design it around your goals and customers, and the results you desire will follow.
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How to Create a Conversion-Boosting Referral Program for Your D2C Brand
Industry Insights August 1, 2022As the D2C space rapidly expands, heating up the competition, many brands are leaning on the power of customer referrals to generate awareness and drive sales. Learn how your business can leverage the enthusiasm of your customers to grow a community of ambassadors who promote your growth by sharing about your D2C brand with their friends, family, colleagues, and social media networks.
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Procurement 2022: The Good, the Bad, and the Ugly
Industry Insights July 29, 2022In 2010, the ANA published a landmark report, “Procurement: The Good, the Bad, and the Ugly.” The work took the pulse of the industry on the state of marketing procurement at that time, and measured practices and perceptions among professionals in three functional areas: procurement/sourcing, marketing/marketing services, and agencies. In 2022, we repeated and built upon that prior research to track progress (or lack thereof). Results were just released!
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How to Create an Incredible AR Advertising Experience
Industry Insights July 28, 2022Advertisers are eager to impress people with incredible experiences on augmented reality (AR.) The real magic of digital channels, from display banners to video to mobile ads, is in the new ways brands can tell a story to connect with an audience. AR is no different and, because it’s billed as an immersive experience, the stakes are particularly high to get AR creative right.
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Integrating Accessibility into Marketing & Tech
Industry Insights July 28, 2022Despite recent progress, there is a long way to go in integrating accessibility into the fabric of the marketing and technology ecosystem. The more we understand about the barriers that come between people with various disabilities and online content, the stronger the moral imperative becomes to intentionally build sites and digital tools that are truly accessible.
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Financial Services Marketing: What to Know
Pulse July 27, 2022Discover how bank and financial services marketing has evolved in recent years. Explore strategies for delivering personalized customer experiences and adapting to changing consumer expectations.
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How Companies Are Responding to the Reversal of Roe v. Wade
Industry Insights July 27, 2022Many companies have responded with initiatives that empower women to advocate for and continue to have access to safe abortions. These efforts include an expansion of travel benefits, work relocation programs, and advocacy related investments.
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