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Industry Insights

  • Marketing Performance Versus Business Performance: What to Prioritize?

    Industry Insights   January 16, 2024  

    The alignment of marketing strategies with overarching business objectives is becoming increasingly crucial in a business landscape more obsessed than ever with ROI. Traditionally, marketing performance has been evaluated through channel-specific metrics. However, this approach often overlooks the broader business objectives.

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  • Russ Meyer of CVS Health on Driving Action

    Industry Insights   January 16, 2024  

    What will it take to have your work make it to the winners’ circle? ANA’s Judges’ Journals features a series of Q&A sessions with leading industry executives participating on 2024 ANA Award juries. Gain insight from the judges on what they will be looking for and what makes the difference between a good vs. award worthy submission. In this segment, Denise McDevitt, SVP of award programs at ANA connects with Russ Meyer, executive director of brand strategy and innovation at CVS Health and 2024 ANA In-House Awards Top Jury Judge.

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  • How to Boost Engagement and Deepen Consumer Relationships

    Industry Insights   January 15, 2024  

    In marketing, consumers are at the core of every strategy. Boost consumer engagement and foster meaningful consumer connections with these expert tips.

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  • These Marketing Experts Shared Tips on Strategy

    Industry Insights   January 12, 2024  

    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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  • Retail Media Measurement: Addressing the Problems

    Industry Insights   January 11, 2024  

    Resolving issues in retail media measurement begins with standardization. Discover growth challenges of retail media and how transparency boosts ROI.

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  • What Advertisers Really Need to Know About SVOD Viewership

    Industry Insights   January 11, 2024  

    Is it too obvious to state that advertisers can only run commercials on platforms that allow advertising? And is it too much to ask that marketers can access information showing them how many viewers can and cannot view ads on SVOD platforms?

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  • The Key to Measurement Is the IP Address

    Industry Insights   January 10, 2024  

    The industry’s well-documented drama surrounding the end of the third-party cookie is finally here. Now that is finally real – we need to acknowledge that this is going to be a big disruption to the status quo, upending years of investments that call into question a very large number of innovations, systems, brand workflows and business model decisions.

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  • Kimberly McNeil-Downs of Deloitte on Brand Vision

    Industry Insights   January 9, 2024  

    What will it take to have your work make it to the winners’ circle? ANA’s Judges’ Journals features a series of Q&A sessions with leading industry executives participating on 2024 ANA Award juries. Gain insight from the judges on what they will be looking for and what makes the difference between a good vs. award worthy submission. In this segment, Denise McDevitt, senior vice president, award programs at ANA connects with Kimberly McNeil-Downs, managing director of marketing excellence leader at Deloitte and 2024 ANA B2 Awards Top Jury Judge.

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  • Advertisers Need to Implement Campaign Setup Governance

    Industry Insights   January 9, 2024  

    In a world where digital advertising is increasingly complex and fraught with challenges, the role of robust campaign governance has never been more critical. Recent well-publicized research from Adalytics brought to light glaring issues in digital ad placements, including significant budget waste on Google video partners and the inadvertent placement of adult ads on children's channels. The latest in this series exposes grave brand safety violations, where advertisements of globally renowned brands have been spotted on fraudulent sites and adjacent to disturbing content.

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  • 5 Ways to Leverage Influencers in B2B Marketing

    Industry Insights   January 8, 2024  

    Partnering with people of influence to promote a product or service is nothing new. Social media influencers have been leveraged by B2C brands for over a decade – but now, B2B brands are trying to catch up as buying habits have shifted.

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  • Michelle Chin, Starbucks VP, Discusses What Makes a Successful Brand Activation

    Industry Insights   January 5, 2024  

    Michelle Chin, VP of Teavana category and integrated marketing at Starbucks Corporation, is participating in ANA’s 2024 ANA Award juries. Denise McDevitt, SVP of award programs at ANA, spoke with Chin to discuss what the judges will be looking for and what makes the difference between a good versus award worthy submission.

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  • Using Testimonials, Endorsements, and Consumer Reviews in Marketing

    Ethics Issue Alerts   January 5, 2024  

    Self-regulation and ethical marketing are at the core of building consumer trust and loyalty. This ethics update series focuses on key consumer marketing issues to highlight the ethical standards of applicability and to assure best practices are communicated and followed.

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  • What’s on Tap at CES 2024 for ANA Members?

    Industry Insights   January 5, 2024  

    As 2024 commences and today’s top advertising, business and cultural storylines evolve,” CES is once again upon us next week and many ANA members will trek out to Las Vegas to kick off the year together and get inspired.

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  • Advertisers Emerge the Winners in the 2024 AI Arms Race

    Industry Insights   January 4, 2024  

    2024 will see a massive arms race across all corners of the market. From creative production to audience targeting to analytics and content creation, AI will become pervasive. Advertisers have the most to gain, including lower prices, more efficiency, more precision and better insight.

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  • How Brands Need to Enhance Their Omnichannel Messaging

    Industry Insights   January 4, 2024  

    For years, marketers have recognized the need to eliminate the destructive competition between their online and offline sales teams. But just because retailers have largely stopped pitting teams with separate P&Ls against each other to drive revenues doesn’t mean brands have realized ways to synthesize their omnichannel messaging and strategy.

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  • AI and the Future of Streaming Media Advertising

    Industry Insights   January 3, 2024  

    As streaming media companies battle for profitability, AI and machine learning provide them with an opportunity to monetize their content in new and more profitable ways. For agencies and brands that advertise on streaming services, AI allows them to further personalize and customize their ads thanks to more precise targeting data and new forms of creative versioning. All of this should lead to a better experience for the consumer, who will potentially see fewer, more relevant ads.

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  • Here’s How Indie Agencies Can Scale Despite Rising Labor Costs

    Industry Insights   January 2, 2024  

    Many indie agencies are now finding themselves as the dog that caught the bus. In the new efficiency-oriented market environment, they’ve successfully made the pitch to brands that a leaner and hungrier agency can deliver better performance with lower costs than the brand-name agencies that historically managed their marketing spend.

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  • The KPI Search Marketers Actually Need to Monitor

    Industry Insights   December 29, 2023  

    Brand search should already be one of your highest converting channels. But what if you’re leaving money on the table? If you don’t have the capability to easily do hundreds of multivariate A/B tests on your search campaign a year, there’s no way you’re converting as much as you can.

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  • Advertisers: It’s Time to Be Transparent About Labeling Paid Content

    Industry Insights   December 28, 2023  

    More than half of participants in a Gallup/Knight Foundation poll in 2022 said they didn’t believe national news organizations cared about the best interests of their readers, viewers, and listeners. How does that reflect on the advertisers in that space?

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  • How Marketers Can Overcome Purpose Paralysis

    Industry Insights   December 27, 2023  

    With almost half of large companies saying they have experienced ESG backlash and expect this to intensify, some corporates are going into purpose-related hibernation, rather than risk the perceived reputational damage of speaking out. But with consumers and employees shifting expectations, and with so many critical issues now requiring brand and business support, hibernation is not an option.

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