Industry Insights
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How MarTech Is Revolutionizing Franchise Businesses’ Localized Marketing
Leading Edge May 11, 2023In today’s digital age, consumers are more connected than ever before. They have access to a wealth of information at their fingertips and can easily compare prices and products from different businesses in a matter of seconds. This makes it far more challenging for franchise businesses to stand out from the competition.
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Why FAST Is an Indispensable Pillar in Your Brand’s Investment Portfolio
Leading Edge May 11, 2023As we move headlong through this year’s TV upfront/newfront season, the TV and video ecosystem seems on the cusp of major change.
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It’s Time to Debunk the Affiliate Marketing Misconceptions
Leading Edge May 10, 2023The popularity of this marketing format is on the rise again. In fact, recent data suggests that as many as 88 percent of consumers have been inspired to buy a product based upon an influencer recommendation. However, many marketers face trepidation when considering if adopting affiliate marketing is right for their brand.
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TV with a Twist: How a Digital Retail Brand Delivered Premium Scale
Leading Edge May 10, 2023Digital-first is a method many smaller companies use for their advertising strategy. For advertisers who have never considered television as part of their marketing plan, they’re likely overlooking new capabilities that will allow them to extend their campaign’s reach with TV and the targetability and analytical benefits of what they’re used to with digital.
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4 Inspiring Quotes on Brand Growth
Pulse May 9, 2023ANA 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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Tapping into the Liquid Talent Revolution to Drive Hypergrowth
Leading Edge May 9, 20232023 rolled in with a bang. FUD-heavy headlines are repeatedly underscoring “big tech layoffs at scale” and “market uncertainty” while prompting dramatic questions like, “Will AI replace people?” And while those concerns still loom large, there’s no denying that the workplace structure and the skills needed to succeed have shifted in short order.
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Transformations Changing the Game for Sports Fans & Brands
Leading Edge May 8, 2023Like most industries, the pandemic accelerated unforeseen consumer trends in sports that have opened up a realm of new opportunities for leagues, teams and athletes. Legal and regulatory advances have placed sports in an optimal, yet disruptive position that will impact consumers, media companies, and other brands who participate in the business of sports.
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'What They Said' at the 2023 ANA Brand Masters Conference
Leading Edge May 4, 2023ANA just concluded our 2023 Brand Masters Conference, presented by Walmart Connect. The following provides great quotes and insights from some of the conference speakers (in order of appearance).
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4 Ways to Optimize Return on Ad Spends (ROAS) in Uncertain Economic Times
Leading Edge May 4, 2023With federal interest rate hikes coming in hot and inflation top-of-mind, the digital advertising industry is on edge, trying to plan effectively for upcoming quarters. Pile on the continued economic uncertainty, layoffs, and tech takeovers; understandably, budgets are tightening while the pressure to perform intensifies.
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Content Shines in a Cookieless World
Leading Edge May 3, 2023According to Bombora Company Surge, during the last 90 days there have been over 17,000 spikes in research about content across business services companies. Content falls in the middle of the pack above demand generation in marketing interests, showing where B2B marketers’ priorities lie.
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The Capabilities of Video & CTV Buying Need to Catch Up With Advertiser Demands
Leading Edge May 2, 2023Even 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
Pulse May 1, 2023The 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
Leading Edge May 1, 2023Over 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
Leading Edge April 28, 2023A 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
Pulse April 27, 2023Todd 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
Leading Edge April 27, 2023Coming 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?
Leading Edge April 27, 2023Do 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
Leading Edge April 26, 2023It’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
Leading Edge April 26, 2023In 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
Leading Edge April 21, 2023Some 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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