Industry Insights
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Relationships: How to Sell-In, Execute, and Measure High-Performing ABM
Leading Edge August 14, 2024There’s a good chance most of us are familiar with the place of “relationships” as one of the key outcome groups of ABM (reputation, relationships, revenue, retention). What’s discussed less is the importance of all the other relationships that contribute to long-term ABM success, such as the ones we need to build internally, those that exist between our systems, data, and technology, and the connection between relationships and ROI.
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Retail Media Networks Meet Made for Advertising Websites
Pulse August 14, 2024Unless you’ve been under a rock, there is no escaping the hype of retail media networks. Retail media is the fasting-growing ad channel today and is projected to account for more than one-fifth of total U.S. ad spending by 2027.
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How to Uplevel Your 2024 Holiday Campaigns with a Phygital Approach
Leading Edge August 13, 2024Yes, it’s still summertime. But as the 2024 holiday shopping season nears, businesses are increasingly turning to location intelligence to seamlessly integrate physical and digital experiences, creating a cohesive customer journey across both realms. This powerful technology leverages data about places and movement to inform smarter marketing strategies, enhance customer experiences and boost ROI.
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Transparency: A Marketer’s Advantage
Leading Edge August 12, 2024The advertising industry is facing an ongoing transparency problem: Buyers too often don't have the visibility they need to make the best possible decisions on how to allocate their budgets. This can not only result in buyers overpaying for unintentional inventory, but it also can prevent publishers who have engaged, addressable audiences from realizing the full potential of their premium inventory.
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Embracing Gender Fluidity in Advertising Internally & Externally
Pulse August 9, 2024While many brands are embracing LGBTQ+ inclusivity in their marketing, tackling gender nonconformity authentically can still present a challenge or missed opportunity for some. However, this is a necessity for brands existing in the now and moving into the future gracefully.
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How Gen AI Will Drive a New Era of Customer Experience
Leading Edge August 9, 2024Slick data processing has been a big part of artificial intelligence (AI) use to date, including generative solutions. So, it makes sense that predictions about gen AI’s impact have tended to focus on enabling streamlined use cases and applications that could bring trillion-dollar productivity gains, as long as data is effectively governed. Beyond creating potential new efficiencies, however, there is fast-growing scope for gen AI to help transform the entire shape of customer experience.
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Is Nike "Just Doing It" with Recapturing Sales During the Olympics?
Leading Edge August 9, 2024Nike’s 2024 summer Olympics campaign, “Winning Isn’t for Everyone” fuels the mindset that you must be relentlessly driven by the idea of winning. Nike makes a bold statement that elite athletes’ desire to win is the main determination in bringing home a gold medal.
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ANA New Marketing Ethics Code Essential to Consumer Trust
Leading Edge August 8, 2024To promote a common set of rigorous standards and solutions for ethical marketing, the Association of National Advertisers (ANA) developed a new comprehensive marketing ethics framework, the ANA’s “Ethics Code of Marketing Best Practices.”
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Contextual Targeting Isn’t Working on CTV, But Here’s How That Will Change
Leading Edge August 8, 2024Connected TV (CTV) advertising holds a lot of promise. At a time when brands are seeking privacy-conscious alternatives amid the phasing out of third-party cookies – and viewers are continuing to flock to streaming in droves – the opportunity for advertisers to reach new audiences on the big screen is ripe.
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How Smoothie King Created Summer’s Biggest Thirst Trap Without a Budget
Leading Edge August 7, 2024When Smoothie King was preparing to launch its X-Treme Watermelon Smoothie in 2023, the brand faced several challenges: a peak summer season crowded with promotions, a tight five-day timeline, and a vacant media budget.
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Will Spending Media Networks Be the Next Big Thing?
Leading Edge August 6, 2024About a decade ago, I had dinner with some clients from one of the three largest banks in America. In between bites of his $75 steak, one of them proudly boasted, “In the future, we’re not going to be a banking company. We’re going to be a data company.”
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4 Tips for Navigating Successful Influencer Partnerships
Leading Edge August 5, 2024When 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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Retail Media Networks Have a Measurement Issue — Why Standardization Is a Challenge
Pulse August 5, 2024While retail media networks (RMNs) have been around for well over a decade, they have really come into their own over the past few years. Retail media ad spend is growing steadily and eMarketer estimates that retail media will make up more than one-fifth of U.S. media spend by 2027. That deserves attention.
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Key Takeaways from ANA’s 2024 Ethics Code for Marketing to Children & Other Audiences
Pulse August 2, 2024ANA’s Center for Ethical Marketing recently released its 2024 Ethics Code to help marketers navigate complex issues and audiences appropriately and fairly. The guide includes guidance on how to foster inclusivity and tips on how to ethically market to the needs of specific audiences, such as children, people with disabilities, and older audiences.
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Here's How These Brands Used Influencer Marketing Successfully
Pulse August 1, 2024For companies, the challenge is in leveraging influencers the right way to engage with consumers personally and authentically. Here's how four brands merged influencer marketing with personal storytelling effectively.
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4 Inspiring Quotes on LGBTQ+ Inclusive Marketing
Pulse July 31, 2024Inclusive marketing is crucial to successful campaigns. Consumers need to feel seen, and to feel seen, the storylines and emotional arcs in ads have to be inclusive of all demographics, backgrounds, and lifestyles.
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Editor Highlights: CMO Tips, SeeHer's Latest, and Machine Learning
Pulse July 31, 2024Do 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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Diversity, Equity, Inclusion and Belonging Marketing
Pulse July 30, 2024The ANA Marketing Ethics Code (“Ethics Code”) is an ethical framework comprised of a set of high-level principles and guidelines. Part three of the code — “Diversity, Equity, Inclusion and Belonging Marketing (DEIB) Principles” — is designed to build awareness and drive engagement for the advancement of DEIB in the marketing and advertising industry.
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Better Together: Relationship Advice From an External Agency
Leading Edge July 30, 2024This is a hard year for the advertising industry. Budgets are smaller and more tightly scrutinized, and every dollar needs to work 10 times harder than it used to. CMOs are under more pressure and have become even more selective about their agency partners. In fact, some have decided not to have agency partners at all.
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15 Tips for the Ethical Use of AI
Pulse July 29, 2024The use cases for artificial intelligence (AI) and machine learning are rapidly proliferating as these technologies revolutionize myriad domains of work with the automation they afford. Countless are the functions, once performed by humans, that these technologies stand prepared to execute for us.
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