g Industry Insights | Marketing Knowledge Center | ANA

Industry Insights

  • Creating Campaigns Consumers Love: America’s Favorite Ads of 2023

    Industry Insights   March 8, 2024  

    Every year, advertisers bring new creative to all platforms: TV, digital, print, audio and out of home. There are larger-than-life Super Bowl commercials that bring comedy, action, celebrities, cultural references, and lovable characters to a couple hundred million eyeballs. There are holiday ads that celebrate the magic of the festive season and the joy of togetherness. And there are major moments for brand presence, like March Madness, Fourth of July, Halloween, Black Friday, and more.

    view
  • Inspiring Inclusion: Women in Advertising Mark International Women’s Day

    Industry Insights   March 8, 2024  

    As we mark yet another IWD where gender parity remains a goal for the future rather than a reality of the present, here’s what prominent female leaders across the tech landscape have to say about their experiences as women in advertising and what still needs to be done to achieve true equality.

    view
  • For Diversity in Advertising to Stick, It Must Be Considered in More Places

    Industry Insights   March 7, 2024  

    The future is about finding new and alternative ways to maximize the value and impact of existing data to greater effect. Media planners themselves benefit from understanding how they differ from the audiences they may be targeting.

    view
  • The Best Way to Fight CTV Fraud: Ditch View Through Measurement

    Industry Insights   March 6, 2024  

    Fraud has long plagued the digital advertising landscape, siphoning off vast sums of money. As we delve deeper into the realm of connected tv (CTV), we see that it's not impervious to the cunning tactics of fraudsters. With advertisers increasingly gravitating towards streaming platforms, opportunistic fraudsters have followed.

    view
  • Brand Purpose as Competitive Advantage

    Industry Insights   March 5, 2024  

    More and more companies are embracing brand purpose; however, many continue to do so simply because “it’s the right thing to do.” While true, this position ignores the competitive advantage that the adoption of a brand purpose can afford an organization. To illuminate this matter, guests of the ANA Center for Brand Purpose’s Beyond Profit podcast shared three observations on the benefits of purpose that go beyond altruism.

    view
  • How to Succeed on the Full Funnel Journey

    Industry Insights   March 4, 2024  

    The marketing industry is transforming, as brands grapple to find the sweet spot between performance-driven tactics and long-term brand-building strategies. Historically, the industry has been divided between brands in two categories: performance brands or brand-building brands. What we are seeing now is a reconciliation of this divide. Marketers who understand the dynamics driving this shift to integrate the two will evolve and experience more powerful outcomes.

    view
  • Why CTV Will Be the Influential Ad Channel to Watch in the 2024 U.S. Elections

    Industry Insights   March 1, 2024  

    The 2024 U.S. election cycle will look unlike any that have come before it, right down to the ways in which political advertisers will reach and influence voters. While past election seasons have been defined by new and deeper investments in mobile and social channels, 2024 is poised to be the year connected TV (CTV) reshapes the political landscape, particularly among regional advertisers.

    view
  • Women in the Workplace & in Media: Recent Trends & Case Studies

    Industry Insights   March 1, 2024  

    We took a look at recent trends, case studies, and research findings when it comes to women’s portrayals in the media, workplace conditions, and brand activations and/or developments.

    view
  • What Advertisers Need to Do for a More Sustainable Super Bowl 2025

    Industry Insights   February 29, 2024  

    You’ve already likely read several articles recapping and the ads, and even the sustainability issues around the Super Bowl, but, before you tune out, this is about the specifics that we need to get into to make sure next year isn’t a repeat with a lack of sustainability consideration in the advertising.

    view
  • Abhigna Kashyap of LTIMindtree on Being Customer-Centric

    Industry Insights   February 28, 2024  

    Abhigna Kashyap, senior director and global head of brand at LTIMindtree, 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 Abhigna to discuss what the judges will be looking for and what makes the difference between a good versus exceptional submission.

    view
  • Mastering Social Media Engagement in 2024: A Comprehensive Guide

    Industry Insights   February 28, 2024  

    To 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.

    view
  • Brand Purpose and Diversity

    Industry Insights   February 27, 2024  

    Pursuing 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.

    view
  • The Coming Challenges and Opportunities for Digital Advertising

    Industry Insights   February 27, 2024  

    The 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.

    view
  • A Better, More Transparent Way Forward with Social Media

    Industry Insights   February 26, 2024  

    Facebook, 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.

    view
  • Key Takeaways from ANA's Latest Diversity Report for the Ad Industry

    Industry Insights   February 23, 2024  

    For 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.

    view
  • Cos Mingides of True on B2B Marketing

    Industry Insights   February 22, 2024  

    Cos 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.

    view
  • What the Digital Ad Industry Shifts Mean for 2024 Political Campaigns

    Industry Insights   February 22, 2024  

    All 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.

    view
  • The Evolution of Digital Marketing in the Era of AI

    Industry Insights   February 21, 2024  

    As concerns over data security and consumer privacy continue to grow, marketers are confronted with a unique challenge: how to engage audiences effectively while respecting their privacy and remaining in compliance with regulatory legislation across geographies.

    view
  • David Spencer of General Motors Discusses the Metaverse

    Industry Insights   February 20, 2024  

    Ahead 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.

    view
  • Measuring Success in Brand Purpose

    Industry Insights   February 20, 2024  

    While 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.

    view