Digital & Social Committee

Digital media has become a part of consumer's daily lives and they have become accustomed to viewing content and connecting with people wherever and whenever they want. Social media and viral videos have especially exploded in the last few years. Despite this rapid growth, clients have many questions and their issues include measurement, agency selection, internal org structure, and relinquishing control to the consumer while trying to influence the dialogue.

The Digital & Social Committee is for members who lead digital, social, and/or mobile marketing and/or initiatives at their organizations. We will drive industry thought leadership, share best practices and expertise, and facilitate discussion and topics to inform better decision making about such topics as social media, content marketing, and native advertising. The committee will provide a forum for members to elevate themselves and their respective organizations via interaction with their peers as well as an outside perspective from invited guests.

This committee helps program the annual ANA Digital & Social Media Conference, July 19-21, 2021. Presentations and event recaps from the 2021 Digital & Social Media Conference can be found here.

The ANA Digital & Social Committee is currently meeting virtually through 2021. You can register to attend through the corresponding meeting links in the right sidebar. When it is safe to do so, we will have regional in-person meetings again (West Coast chapter; Midwest chapter; Southeast chapter).

Committee Chairs: 
Lisa Dreeke, Global Lead, Marketing & Advertising Technology, Consumer Experience Organization, Johnson & Johnson
Michael Kelly, Director, Social Media and Influencer Programs, Poly
Ben Quigley, Sr. Director – Pro Digital Experiences, The Home Depot
Brad Feinberg, North America, VP of Media & Consumer Engagement, Molson Coors
Lisa Bialecki, Senior Director, ROUS Communications, Rust-Oleum

The ANA staff members managing the Digital & Social Committee are Leah Marshall and Mark Stewart. 

Discussion Topics

• Emerging Social Media Platforms
• Data & Measurement
• Different Roles of Social Media including Reputation Management, Customer Service, Brand/Product Awareness, Fundraising, Legal/Human Resources, etc.
• Digital Content
• New Digital Technologies (Virtual Reality, Augmented Reality, Artificial Intelligence, etc.)
• Influencer marketing
• E-Commerce
• Privacy and Security Issues
• Agency and vendor management/relations
• Gaming

Thought Leadership

Decoding CTV Measurement: An In-Depth Look at Reach, Frequency and ROI
ANA partnered with Innovid on a study to help marketers better understand the opportunities with CTV and simplify the intricacies of measurement. Twenty leading advertisers participated with CTV campaigns running between January and April 2021 with total spend of $35 million. Key findings: (1) the depth of unique reach for CTV has yet to be unearthed and (2) CTV’s frequency problem is highly exaggerated. 

Media KPIs That Matter
Media KPIs have been identified by the ANA Media Leadership Growth Council as one of its areas of interest due to the direct connection between KPIs and business results. The group was interested in learning more about: the most used KPIs for media; the most important KPIs for media; new/emerging KPIs for media; and KPIs considered to be "head fakes" — KPIs that may be endorsed by a media partner but aren't really useful and may even be potentially deceptive. Thirty-nine (39) KPIs were identified. A key finding is that the most important KPIs are generally not the most used KPIs.

The State of Connected TV Report 2020
ANA and Innovid have partnered on a new study, “The State of Connected TV Report 2020.” Seventeen major marketers participated, running a total of 60 million impressions. Key findings: connected TV significantly extends reach, provides more interactivity and increases earned time over standard ad experiences.

The State of Influence: Challenges and Opportunities in Influencer Marketing (December 2020)
The ANA surveyed its members to gain a greater understanding of marketers' experiences with and needs surrounding influencer marketing.  The number one response from members was measurement, and the second top challenge was measuring influencer marketing’s return on investment.  Learn more about marketers’ usage of influencer marketing, and how the ANA is addressing influencer marketing’s measurement barrier to growth.

Media KPIs That Matter
The ANA fielded a survey about media KPIs in early 2021 and discovered that the most important KPIs are generally not the most used KPIs. This report offers exclusive survey results illustrating the industry's opportunity to increase the use of outcome and measurement quality KPIs.

List of Certified Diverse Suppliers
This 2021 list of certified diverse suppliers for marketing and advertising helps you use women-owned, ethnic/minority-owned, veteran-owned, LGBTQ-owned, disability-owned, and small businesses as suppliers.