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Industry Insights

  • The Ad Industry Lost a Legend and the ANA Lost a Friend

     Leading Edge   February 14, 2022  

    Former ANA Chairman Tony Pace died earlier this week in a snowmobiling accident in Montana.

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  • The Future of Video Advertising Is Contextual and Automatic

    Leading Edge   February 14, 2022  

    2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome.

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  • Diversity Is Crucial to Brand Authenticity

     Leading Edge   February 11, 2022  

    Flavors like these also represent the increasing diversity across the United States. The 2020 U.S. Census showed that the Diversity Index, which measures "the chance that two people chosen at random will be from different racial or ethnic groups" is higher than ever at 61.1 percent. And for businesses — especially CPG companies — this change in the consumer base no longer makes Diversity, Equity and Inclusion (DE&I) a nice-to-have; it's now become critical to a company's growth — and even its survival. It's no wonder that "Diversity" was named by the Association of National Advertisers as the ANA 2021 Marketing Word of the Year.

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  • 5 Inspiring Quotes on Diversity & Consumer-First Marketing

     Pulse   February 8, 2022  

    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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  • Addressing Wrongs and Recognizing Excellence in Black History

     Pulse   February 8, 2022  

    Black History Month as we know it was first conceived in 1969 when Black educators and students proposed the idea at Kent State University. The following year, the event was celebrated at the school in a slightly more elongated form than we know it today, from January 2 to February 28.

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  • What Is the Best Mode of Agency Remuneration?

     Leading Edge   February 8, 2022  

    What is the best method for compensating advertising agency partners?

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  • A Glimpse at the Future of Advertiser/Agency Relationships

     Leading Edge   February 4, 2022  

    As speed increased, it became good practice to look back as we propelled ourselves forward. As we look in the rear-view mirror of 2021 and developments that shaped advertiser and agency relationships, we can get a glimpse as what’s coming ahead and best prepare ourselves. What were last year’s major drivers that made a significant difference in how advertisers and agencies collaborate with each other?

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  • CMOs Share Lessons All Marketers Can Take from Super Bowl Advertising

     Leading Edge   February 4, 2022  

    The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game.

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  • Inspiring Agencies Requires Process, Training, and Discipline

     Leading Edge   February 1, 2022  

    Over the past three years, I’ve conducted over 50 ANA workshops with leading marketers across many categories. This experience has reinforced my belief that it can take years to acquire the skills necessary to manage agencies and decades to learn how to truly inspire them.

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  • The Media Buying Risks and Safeguards Every Marketer Should Know

     Leading Edge   February 1, 2022  

    In 2022, U.S. marketers are expected to spend nearly $240 billion on digital advertising, up 57 percent since 2020. At the same time, a recent survey showed that 76 percent of advertising executives are dissatisfied with the level of transparency in the digital supply chain.

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  • How to Navigate the OTT/CTV Landscape

     Leading Edge   January 27, 2022  

    In July, Double Verify announced CTV ad fraud had dropped to 1 percent. At the end of 2021, IAS came out with their Industry Pulse report. In it they reported that buyers perceived vulnerability to CTV ad fraud dropped from 26 percent last year to 10 percent for 2022. This softly translates to buyers spending more in 2022 in this channel with confidence.

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  • Which Minorities Do We Forget When We Say 'Multicultural'?

     Pulse   January 27, 2022  

    In 2021, the ANA’s Multicultural Excellence Awards added a new category, recognizing important work in marketing to “Rising Multicultural Segments.” The inaugural winners in the category highlighted the power of marketing to reach a wide variety of communities, elevating representations of their members and even contributing to their bodily safety.

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  • How to Master Streaming TV

    Leading Edge   January 25, 2022  

    Streaming TV’s meteoric rise has taken the marketing world by storm. From jaw dropping shifts in consumer behavior, huge investments from technology firms and media sellers, to streaming TV inventory has become the hot ticket item for advertisers and agencies alike.

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  • My Agencies Drive Me Crazy and I Can’t Help Myself

     Leading Edge   January 25, 2022  

    What is it about the relationships we need most that are sometimes the most difficult? Your agency partners are critical to driving your business, so why is it so hard to work together?

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  • 2022 Marketing Cloud Best Practices

     Leading Edge   January 24, 2022  

    For modern marketing teams, the key to success lies within the ability to rapidly adapt to change. The past two years have put the agility of the marketing team to the test with the constant evolution of technology and the warp-speed pivots incited by the endemic era.

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  • 4 Tips for Converting Seasonal Shoppers

     Leading Edge   January 24, 2022  

    After the hustle and bustle of the holiday season, the first few months of the new year can be a challenging time for retail marketers. You’ve just spent significant time and effort getting customers to buy, and hopefully your strategies have paid off with strong sales.

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  • How to Leverage Automation to Negate the Impact of the Great Resignation

     Leading Edge   January 24, 2022  

    Today's employees are seeking positions that allow them to not only work remotely but also work efficiently. That is where automation comes into play.

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  • The Future of Marketing Belongs to Consumers

     Leading Edge   January 21, 2022  

    This is a pivotal moment in marketing. Today’s consumers have an increasingly sophisticated relationship with brands and digital content. They don’t take what companies say at face value, instead evaluating their behavior across multiple channels — and they have a nuanced understanding of the tradeoffs they face. For example, they may want personalized offers but may be loath to share their data unless they have complete control.

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  • The New World of Computer Vision

     Leading Edge   January 20, 2022  

    Imagine watching the NBA Finals – Game 5. LeBron James is on the court driving to score mid-air with seconds left. He shoots and is fouled. Moments later, millions of eyes are on LeBron’s face as he stands on the line with a chance to score for the Lakers and win the game. Time slows to the pace of anticipation. His focus is our focus, his vision is our vision.

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  • 4 Privacy-Minded Predictions for Data-Based Marketing in 2022

     Leading Edge   January 19, 2022  

    Financial analysts are hopeful the economy will reach near or full recovery by the end of this year. Such news is music to the ears of retail, restaurant, grocery and gasoline marketers, who will be looking to not only lift sales but also increasingly adapt to a privacy-led world.

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