Industry Insights
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Mastering Social Media Engagement in 2024: A Comprehensive Guide
Leading Edge February 28, 2024To stand out against the bustle and hum of social media, one must identify a target market, build meaningful connections and interactions, and create a strategic approach to social media. Here is a guide to essential approaches and tactics that will allow you to best utilize social media in 2024.
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Brand Purpose and Diversity
Pulse February 27, 2024Pursuing diversity is an increasingly urgent area of focus for many companies. However, how to champion the cause effectively and ultimately reap its benefits can be mysterious. To guide organizations in these efforts, guests of the ANA Center for Brand Purpose’s Beyond Profit podcast shared three tips.
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The Coming Challenges and Opportunities for Digital Advertising
Leading Edge February 27, 2024The digital advertising landscape in 2024 is poised for significant evolution, shaped by technological advancements, shifting consumer behaviors, and emerging regulatory trends. As we look toward the coming year, these are the trends that are set to redefine the industry.
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A Better, More Transparent Way Forward with Social Media
Leading Edge February 26, 2024Facebook, Instagram, and the other traditional social media giants are past the apex of their popularity. To move forward effectively, marketers need to understand how we ended up here, and what people are seeking from their digital lives in 2024.
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Key Takeaways from ANA's Latest Diversity Report for the Ad Industry
Pulse February 23, 2024For the sixth consecutive year, ANA is releasing "A Diversity Report for the Advertising/Marketing Industry." The study tracks the gender and ethnic diversity of ANA member companies and recommends steps to improve diversity.
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Cos Mingides of True on B2B Marketing
Pulse February 22, 2024Cos Mingides, co-founder and head of effectiveness at True, is participating in ANA's 2024 ANA Award juries, specifically as a B2 Awards Judges. Denise McDevitt, SVP of award programs at ANA, spoke with Cos to discuss what the judges will be looking for and what makes the difference between a good versus exceptional submission.
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What the Digital Ad Industry Shifts Mean for 2024 Political Campaigns
Leading Edge February 22, 2024All eyes are on political campaigns going into 2024, with races at the local, state, and national levels expected to be tightly contested and more nuanced than ever. For political marketers, the tension of election season — particularly after the 2020 presidential race and 2022’s midterms — is familiar territory. However, what’s decidedly not familiar is the digital advertising reality in which this year’s campaigns must operate.
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David Spencer of General Motors Discusses the Metaverse
Pulse February 20, 2024Ahead of next month's ANA Media Conference, Association of National Advertisers Group Executive Vice President Bill Duggan spoke with one of the event's speakers, General Motors Manager, Emerging Media & Partnerships David Spencer. The following Q&A covers the burgeoning CTV marketplace, the troublesome MFA supply chain, and why GM is keen on the emergence of the metaverse.
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Measuring Success in Brand Purpose
Pulse February 20, 2024While more and more companies are embracing brand purpose, a reliable way of gauging the effect of such initiatives often remains elusive. Consider, however, the observations of three guests of the ANA Center for Brand Purpose’s Beyond Profit podcast. Below, they explain their philosophies of and approaches to measuring the impact of brand purpose on their organizations.
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The IP Address Is the Permanent Solution for Proof of Performance
Leading Edge February 19, 2024In adtech, the market has a number of preconceptions about the IP address that are not necessarily accurate, so it is important to share a bit of additional context on the IP address.
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15 Questions to Improve Your Programmatic Advertising
Pulse February 16, 2024Improving performance is a journey. Marketers need to care about this. They must be curious and proactive. Media is often the largest marketing expenditure at most companies. Marketers need to "lean in" and be more active stewards of their media investments rather than delegating that entirely to their agencies. They need to dedicate time and people resources.
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Nonprofit Federation Member Spotlight Series: American Diabetes Association (ADA)
Pulse February 15, 2024ANA member American Diabetes Association (ADA) is working to prevent and cure diabetes and improve the lives of everyone affected by the disease. As ADA’s chief marketing and digital officer, Simone Grapini-Goodman is tasked with a broad remit of responsibilities to fulfill the organization’s mission. Alicia Osgood, director of communications for the ANA Nonprofit Federation, spoke with Simone about her journey to ADA, how ADA is navigating a tough fundraising environment, embracing new technologies, and powering their purpose through partnerships.
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Too Many Celebrities, Too Few Laughs: Why There Was Nothing Super About This Year’s Super Bowl Ads
Leading Edge February 15, 2024We need to talk about this year’s Super Bowl ads. Super Bowl? Super flop, more like. The Kansas City Chiefs may have written themselves into the history books with a thrilling win over the San Francisco 49ers in overtime on Sunday, but the nail-biting drama on the field was certainly not replicated off it.
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4 Ways to Elevate In-House Creative Agencies
Leading Edge February 14, 2024The world of in-house creative agencies is witnessing a paradigm shift, one that calls for a transition from tactical efficiency to transformational creativity. As a seasoned strategist and consultant in this dynamic space, I've identified four imperatives that distinguish the best in-house agencies: identity, structure, process, and positioning. Let’s unpack these elements to understand how they can revolutionize your agency.
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How to Recognize and Avoid Purpose-Washing
Pulse February 13, 2024While brand purpose has become a requirement for companies seeking to appeal to younger generations of consumers, the pursuit of it can be haunted by the dark twin of purpose: purpose-washing. Fortunately, guests on the ANA Center for Brand Purpose’s Beyond Profit podcast periodically offer advice on how to avoid this danger, and three tips from the show follow below.
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YouTube and Meta Don’t Care About Your Brand’s Safety
Leading Edge February 12, 2024The philosophy behind the default ad campaign settings of platforms like Meta, YouTube, and TikTok is simple: “More is better.” The more impressions and clicks a campaign get, the greater the brand awareness achieved. But as reports have recently revealed, this practice may be doing more harm than good when it comes to brand safety.
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Programmatic Buying: Where Do We Go From Here?
Leading Edge February 9, 2024With the promise of greater efficiencies, better targeting, and improved effectiveness programmatic buying has yet to deliver on those aims. To the contrary, a multi-layered, often opaque supply chain, increased intermediary fees, lack of measurement standardization, and persistent fraud have negatively impacted advertisers’ investments in this area.
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These Marketing Experts Shared Tips on Process
Pulse February 8, 2024ANA 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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How to Win the Super Bowl – Every Day
Leading Edge February 7, 2024As the biggest, most expensive audience left in advertising, the Super Bowl gives brands both a showcase and a classroom. As a showcase, 115 million live viewers can catapult or curtail a brand. The opportunity is magnified by the fact that you’re playing against average competition. System1 tested all 308 ads from the past four Super Bowls with more than 46,000 American consumers and found overall Big Game ads performed like average ads. As a classroom, the elements that get the best response in the $7 million+ spotlight can be used to create more effective ads throughout the year.
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The Future 100 Report: Key Takeaways
Pulse February 7, 2024VML’s The Future 100: 2024 Report was just released — and with it, insight for the present and predictions galore for the future. Read on for key takeaways.
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