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Industry Insights

  • Is the Super Bowl Still the Tentpole Moment for Advertisers?

     Leading Edge   February 8, 2023  

    While the Super Bowl is wildly popular, it’s far from the only game in town. Last year’s Super Bowl garnered over 99 million viewers in the U.S. and a little over 200 million globally, but the most recent World Cup garnered a record five billion global viewers.

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  • 4 Inspiring Quotes on Marketing Transformation

     Pulse   February 7, 2023  

    ANA 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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  • Don't Be Ageist: Marketing to People 50 and Older

     Leading Edge   February 7, 2023  

    Over the past several years, marketers, brands, creative teams, and media agencies have done a meaningful job of focusing on the importance of diversity in the representation of images and strategies in their advertising and communications efforts. Making sure that the BIPOC community, as well as people in the LGBTQ+ and people with disabilities groups are presented in authentic ways has been an important evolution that reflects a world of inclusiveness.

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  • 5 Tips for Bringing Employees on Board with a Brand Purpose

     Pulse   February 6, 2023  

    According to Chip Walker of the agency StrawberryFrog, brand purpose is often a preoccupation in the upper echelons of companies, but, despite that fact, it often fails to resonate with the rank and file.

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  • Super Bowl Ads Shouldn't Cost Us Our Planet

     Leading Edge   February 6, 2023  

    Did you know a 30-second spot at this year’s Super Bowl will cost advertisers over $7 million? It would be surprising if you hadn’t. It’s an increasing figure that gets rolled out every time Super Bowl Sunday comes into view – usually accompanied by incessant chatter and collective head scratching in the press about whether it’s worth brands paying such an eye-watering number for their golden ticket to the Big Game.

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  • An Optimistic Outlook for an Unpredictable Year

    Leading Edge   February 2, 2023  

    Recession and performance. These are the two somewhat contrarian subjects I’ve been discussing with my partners, clients, colleagues, and industry peers over the last few weeks. No matter which side of the industry they sit on, everyone is searching for the answer to how we can move through a global tidal wave affecting the tech and advertising industries at their core while remaining focused on achieving strong growth and performance.

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  • Co-Chairs Named for ANA Advertising Financial Management Conference

     Pulse   February 2, 2023  

    It’s become a bit of a tradition for ANA to announce the chair(s) for our annual Advertising Financial Management Conference and I am delighted to now make that announcement for 2023.

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  • Your Attribution Model May Be Data Driven – But It’s Still Not the Right Answer

     Leading Edge   February 1, 2023  

    The concept of attribution had noble and necessary beginnings – entering the marketing landscape like a newly anointed royal ready to wave away our collective blindness to which ads were working and which were not. Even with its rules-based and/or data-driven origins, “attribution” has always been a misnomer. While it’s been a reasonable success in understanding basic ad performance – it is one the greatest distractions of our time.

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  • With More Marketing Data Sources in 2023, Watch Out for These 3 Pitfalls

     Leading Edge   February 1, 2023  

    More data means more insights. At least, that seems to be the presumption behind a recent Salesforce survey of 6,000 marketers about 2023. The research finds that brands are looking to greatly diversify their data sources, from identity data to transactional records. From 10 sources on average in 2021 to 15 in 2022, they anticipate increasing to 18 sources this year.

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  • Retail Media Networks: A Forced Marriage or Perfect Partnership?

     Leading Edge   January 31, 2023  

    Love them or just live with them, there is no debate that retail media networks (RMNs) have had a spectacular rise to prominence. In a relatively short period of time, they have established themselves as the must-have marketing platform for retailers and the must-buy media platform for brands.

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  • 7 Tips for Communicating Brand Purpose

     Pulse   January 30, 2023  

    In a previous installment of Industry Insights, I shared some tips for defining a company’s brand purpose that guests on the Beyond Profit podcast have offered. While that process can be mysterious and daunting, so too can be the process of conveying to the wider world one’s purpose and one’s efforts toward its fulfillment. Fortunately, Beyond Profit has insights to impart on this matter as well, and seven tips offered by guests of the podcast follow below.

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  • Why Performance Is Paramount for Brands in 2023

     Leading Edge   January 30, 2023  

    “Performance Marketing” has had its time as a buzz word, but amid the current economic climate, it’s more important than ever. Consumer behavior has always been unpredictable, particularly in the last few years, and 2023 waters are looking to be quite murky. However, marketers can find clarity in measuring and optimizing performance.

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  • Retailers Require New Resources for Success in the Privacy-Centric World

     Leading Edge   January 27, 2023  

    For the last 20 years, marketers and advertisers have reached their target audiences on terms set by third parties. Google’s vast display networks, enabled by cookies, defined what we knew as digital advertising. Facebook took it one step further maximizing user-submitted, deterministic data, harvesting it for hyper targeting on and off the platform. It was a gold rush of sorts, with entire segments of the industry born out of the indisputable dominance of the two.

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  • 3 Ways Marketers Can Combat Uncertainty and Build Confidence in 2023

     Leading Edge   January 26, 2023  

    What are marketers concerned about right now? Recent discussions I’ve had with CMOs from a range of industries have revealed three consistent themes.

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  • 2023 ANA Policy Preview for Advertisers

     Leading Edge   January 25, 2023  

    The year was 1864, and the Confederate harbor of Mobile Bay was heavily fortified with “torpedoes” (i.e., sea mines). Despite warnings from his crew, Union Admiral David Farragut charged ahead, issuing his famous order, “Damn the torpedoes; full speed ahead,” an act of courage that resulted in his victory. That about sums up what advertisers must do to succeed in the perilous policy waters of 2023.

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  • 9 Tips for Defining Brand Purpose

     Pulse   January 23, 2023  

    Brand purpose has become increasingly critical to how a company differentiates itself, appeals to consumers, and, perhaps most importantly of all, attains a goal loftier than simply making a profit. However, the process of defining a given organization’s unique purpose can be baffling for those undertaking it.

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  • How Inflation Influences Travel Sentiment

     Leading Edge   January 20, 2023  

    As we emerge from the pandemic, it’s only right to assume individuals will be more likely and willing to travel. According to Statista, the travel and tourism market is projected to reach $175.4 billion in 2022 and projected to grow to $211.10 billion by the year 2026. However, in this post-pandemic era, travelers have changed their sentiments drastically when it comes to travel. Trying to generate business based on pre-pandemic data may now be leading brands to target the wrong demographic.

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  • Why the Ad Industry’s KPIs Are Broken

     Leading Edge   January 20, 2023  

    Digital advertising has moved performance to center stage, prompting marketers to consider how to best monitor and measure the effectiveness of their campaigns. Measurement has therefore become one of the most critical aspects of building a successful campaign. However, it has also remained a huge hurdle for the industry despite a wide array of advancements in digital advertising in recent years.

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  • 6 Award-Winning Campaigns Promoting Gender Equality

     Leading Edge   January 18, 2023  

    Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.

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  • ChatGPT: Effects on Search and Usefulness for Marketers

     Pulse   January 18, 2023  

    If your team has been looking for a way to use AI more to support creative strategy, ChatGPT may actually be helpful for you. While it may seem counterintuitive to have an AI chatbot enhance creativity, the technology can help gather data, research, use the dialogue to plan campaigns and meetings, headlines, key words, copy, and images.

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