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Industry Insights

  • One Thing Marketers Can Do to Mitigate Advertising Risk

     Leading Edge   December 29, 2020  

    Chances are, in 2020 your advertising budgets were slashed in response to your organization’s fiscal response to COVID-19. What is the “one thing” that marketers can do to improve the effectiveness of their advertising investment and to simultaneously mitigate risk?

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  • What We Learned, Where We Go

     Leading Edge   December 16, 2020  

    Nearly 300 CMOs, representing thousands of the world’s top brands and combining more than 50 percent of all global advertising and media spending, gathered to commit to a common agenda for growth and good.

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  • ANA 2020 Marketing Word of the Year

     Leading Edge   December 14, 2020  

    “Pivot” has been selected by our members as the ANA 2020 Marketing Word of the Year.

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  • Looking Ahead, Strategies for Transitioning Events from Virtual to Hybrid

     Leading Edge   December 9, 2020  

    We can all agree that we've experienced a little bit of adversity and heartache in the past few months, and in many ways. John Woo and Jeff Youngs of GES, an ANA Thought Leadership Partner, share some silver linings and learnings from their experiences in pivoting to virtual events.

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  • Outdated Client-Agency Agreements Pose Risks to Advertisers

     Leading Edge   October 27, 2020  

    If the contract between your organization and its advertising agency(s) has an effective date prior to January 1, 2017, you may be at risk. Not unlike fresh produce, dairy products, meat, medicine, or even beer, contract language is perishable.

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  • AI Can't Stand Alone for Brand Suitability: People Play a Vital Role

     Leading Edge   October 20, 2020  

    Advertisers and brands are naturally frustrated when their ads are aligned with unsuitable or irrelevant content — a situation that occurs with alarming frequency. What’s frustrating to many marketers is that AI is supposed to proactively prevent these kinds of catastrophes. Why hasn’t AI fixed this problem yet?

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  • Deciding When to Conduct an Agency Search

     Leading Edge   October 16, 2020  

    You’re thinking you need a new agency. Have you thoroughly assessed what’s gone wrong in the incumbent relationship? Weighed the cost-benefit of conducting an agency search? Identified the right agency resources in an evolving agency landscape? This playbook answers these questions and many more.

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  • Organizing for an Agency Search

     Leading Edge   October 16, 2020  

    You’ve decided you want a new agency. Who should be on your search team? What should the timetable be? What should your initial agency screening criteria be? This playbook answers these questions and many more.

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  • Selecting a New Agency

     Leading Edge   October 16, 2020  

    You’ve decided you want to search for a new agency. But how, exactly, do you go about the process of identifying a group of agency candidates and then selecting a winner in a way that’s both efficient, cost-effective, fruitful — and painless? This playbook will show you the way.

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  • Amid the Uncertainty, There’s Room for Levity in Ads

     Leading Edge   October 13, 2020  

    When the coronavirus began to spread in late March, most brand advertising took on a somber tone. At the time, the messages seemed to resonate with consumers. But as the crisis unfolded, people’s appetite for ads that emphasized the impact of the virus started to wane.

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  • How Diversity and Inclusion Campaigns Drive Brand Outcomes

     Leading Edge   September 15, 2020  

    In today’s business environment and economic climate, it is important for marketers to develop strategies and create advertising campaigns that drive greater business outcomes. Brands specifically embracing diversity and inclusion are seeing increased business results across each stage of the purchase funnel, and VAB has developed the case studies to prove it.

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  • What You Need to Know About Generation Alpha

     Leading Edge   March 11, 2020  

    Members of generation Alpha (people born in 2010 until the mid-2020s as ending birth years) are used to getting information fast and easily — which can be challenging for companies to keep up. Most of this is done through AI-powered technology, such as Alexa or other voice marketing technologies.

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  • ANA MarTech Glossary

     Leading Edge   February 18, 2020  

    The ANA Data and Technology Practice has curated a collection of marketing data and technology terminology citing publicly published definitions from industry leading data, MarTech, and AdTech companies and trade organizations.

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  • The 2020 Olympics Are a Huge Moment for Women — Here’s Why

     Leading Edge   December 5, 2019  

    Several companies and organizations that attended #SeeHer In Sports in December spoke about how to change this in time for the 2020 Olympics in Tokyo — and why everyone should be concerned with the accurate portrayal of women and girls in advertisements.

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  • How Promoting Female Athletes Will Equalize the Game

     Leading Edge   July 8, 2019  

    Women are actually the fastest growing segment of gamers (and 55 percent of League of Legends fans are women, according to MasterCard) — illustrating the opportunity in this space to empower and segment women, especially as gaming is also a gateway to sports and tech.

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  • Why We Need to Champion Women in Sports

     Leading Edge   July 5, 2019  

    Forty-eight percent of the overall U.S. generational composition is made up by millennials and gen Z. By 2020, more than 50 percent of teens will be multicultural. By 2050, Caucasians will comprise less than 50 percent of the population.

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  • How Your Brand Can Really Promote Women

     Leading Edge   July 2, 2019  

    Only 1 percent of media spend is allocated for female sports, despite 84 percent of sports fans being interested in women’s sports.

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  • How Your Brand Can Really Promote Women

     Leading Edge   June 25, 2019  

    When was the last time you remember a women’s team receiving just as much attention as the men’s? Probably never.

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  • Why We Need to Champion Women in Sports

     Leading Edge   June 18, 2019  

    The importance of celebrating and advocating women and women in sports is paramount to gender equality — but also to showing girls they are strong and can do anything boys can do.

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  • How Promoting Female Athletes Will Equalize the Game

     Leading Edge   June 11, 2019  

    Several companies and organizations that attended #SeeHer In Sports in May shared data and statistics that proved this, illustrating that “disinterest” in women’s sports is a marketing issue, not a demand issue.

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