Committee Thought Leadership

Increasingly, ANA committees play thought leadership roles in addressing key industry issues. Examples include:

  • U.S. Multicultural Media Forecast 2019
    For years, a number of smart companies have marketed to multicultural audiences. This report identifies a clear opportunity for more marketers to engage multicultural consumers to drive business growth, and is especially notable for encouraging those marketers still "sitting on the sidelines" to now "get in the game." In what is perhaps the most significant finding in this study, multicultural media revenue – meaning advertising and brand activation revenues (for both above- and below-the-line media) – significantly under-indexes the general population. Multicultural consumers now comprise almost 40 percent of the total population, yet multicultural media investments comprise only 5.2 percent of total advertising and marketing revenues. The study was conducted by PQ Media on behalf of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM). 

  • Media Agency Compensation Practices
    Given the rapidly changing digital, social, and programmatic media landscape, the ANA fielded this survey to delve into the topic of media agency compensation practices and the related issues of performance incentives, programmatic compensation/transparency, as well as rebates, discounts, and principal based buying. ANA is well known for our triennial reports on agency compensation, which cover all types of agencies. Our last such report was in 2017. This year, given a number of member requests to our Marketing Knowledge Center, we conducted a deep dive specifically on media agency compensation.

  • 2018-2019 Bot Baseline: Fraud in Digital Advertising
    For the fourth time, ANA and White Ops have partnered on a study to measure the among of fraud in the digital advertising ecosystem. Fifty ANA member companies participated in study. Results show that the war on ad fraud is succeeding and measures designed to block fraudulent impressions are working. Economic losses due to bot fraud are expected to total $5.8 billion globally in 2019, but for the first time even more fraud will be stopped than will succeed. The monetary losses, while significant, are an improvement over the $6.5 billion reported in the previous study released in 2017. The 11 percent decline in two years is particularly noteworthy considering that digital ad spending increased by 25 percent between 2017 and 2019. The report includes a number of recommendations for marketers.

  • Marketing Word of the Year 
    ANA committee members selected "Brand Purpose" as the 2018 ANA Marketing Word of the Year.
  • A Diversity Report for the Advertising/Marketing Industry
    This report from ANA's Alliance for Inclusive and Multicultural Marketing (AIMM), based on three separate studies among ANA members, concludes that women overwhelmingly comprise the bulk of the marketing industry's workforce with near parity in leadership roles; meanwhile, ethnic diversity in the marketing workforce is poor, particularly in leadership positions.
  • The Continued Rise of the In-House Agency
    A new ANA study concludes that the number of marketers with in-house agencies has grown substantially and workloads for those agencies are increasing. In-house agencies provide a range of services, including strategy, creative for traditional media, creative for digital media, and media planning/buying. Services that have grown significantly in recent years are content marketing, creative strategy, data/marketing analytics, media strategy, programmatic media and social media.
  • Improving Sponsorship Accountability Metrics
    The ANA and MASB (Marketing Accountability Standards Board) have partnered on a project to provide greater insight and guidance into sponsorship measurement. As an important first step, a survey was fielded to ANA members to better understand current practices in sponsorship measurement. Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship's business impact has been marginal, according to the study.

  • ANA Members Oppose Addition of Citizenship Question for 2020 Census
    ANA members widely oppose the addition of a "citizenship" question to the 2020 census. The question asks, "Is this person a citizen of the United States?" The key concern among ANA members is that the addition of a citizenship question would depress response among both non-citizens and their families (even if family members are indeed citizens). Inaccurate census data would lead to misallocated marketing resources.

  • The Digital Transformation of Video Advertising Arrives
    This report from the ANA and Forrester will help marketers plot a course to an omnichannel TV and video strategy, establish new processes, and upgrade their planning and buying skills. The research indicates that television advertising is at the cusp of significant change as marketers are incorporating the data-driven approaches of addressable and advanced TV into their plans.

  • How ANA Members Are Using Influencer Marketing
    The term influencer marketing was cited from eMarketer and defined as "marketing that identifies and activates individuals who can sway the brand preferences, buying decisions, and loyalty of the broader population using their own opinions, beliefs, and/or marketing channels. The ANA released new research in April 2018 on how ANA members are using influencer marketing, which revealed that 75 percent of member companies currently employ the discipline and of those respondents not currently using influencer marketing, 27 percent indicated they plan to do so in the next 12 months. 

  • The State of Programmatic Media Buying
    This report provides insights on issues including how programmatic buying is measured and staffed and the level of transparency marketers have into their programmatic buying initiatives. Further, it provides recommendations to help marketers take greater control of their programmatic media investments.

  • Better Creative Briefs
    A brief is a roadmap and catalyst for creative, but clients don't always give the brief the attention it deserves. The ANA Briefing Task Force was established to provide guidance for developing briefs and optimizing the briefing process, and produced this white paper.

  • Production Transparency in the U.S. Advertising Industry
    This in-depth ANA report concludes that transparency concerns in production exist at multiple agencies and holding companies. Ten recommendations for advertisers are provided to address these concerns.
  • Programmatic: Seeing Through the Financial Fog
    With the rapid adoption of programmatic media, the supply chain has quickly become complicated — with agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, and publishers. To many, the result is a financial "fog." ANA, ACA (Association of Canadian Advertisers), AD/FIN Solutions, and Ebiquity PLC commissioned a study that provides practical solutions to help advertisers take greater control of their programmatic investments and to investigate the costs and economics of the programmatic ecosystem.
  • Use of Social Media and Advanced Technologies for Sponsorship
    The great majority of ANA members are using social media to support sponsorship activations, either before, during, or after a sponsorship. Meanwhile, slightly less than half use advanced technologies – such as 360-degree photography, beacons, virtual reality – to support sponsorship. This research also covers areas including reasons for use, platforms employed, and measurement while providing a number of case study examples.

  • In-House Agency Fact Book
    The ANA In-House Agency Fact Book is comprised of some of the best client-side marketer in-house agencies in the world. The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies. The fact book serves as a reference point for other in-house agencies and those looking to learn more or start their own in-house agency. Each fact sheet explores an in-house agency's capabilities, organizational chart (where provided), and other key data points.

  • One Year Later: How ANA Members Are Addressing Media Transparency Issues
    Sixty percent of ANA members have taken action steps in the past year to address media transparency issues. The most common action step related to the advertiser/agency contract. Audits and changes to programmatic buying practices also received attention.
  • E-commerce Insights
    This research provides a baseline understanding of the prevalence of e-commerce efforts by the overall ANA member community and the organizational structures in place to support them.

  • ANA Members on Walled Gardens: Overwhelming Support for Independent Audits by MRC
    Facebook and YouTube have announced that they would break down their "walled gardens" and allow independent audits by the Media Rating Council. In an era of concerns about transparency in the advertising supply chain, these are very positive developments. The ANA calls on other large digital enterprises which have not yet undergone (or announced support for) such independent audits to embrace transparency and "break down their walled gardens" by allowing independent audits by the Media Rating Council.
  • The Evolution of Public Relations
    The ANA partnered with the USC Center for Public Relations at the Annenberg School for Communication and Journalism to understand current client-side marketer perceptions of public relations. Key highlights of what we learned: (a) digital is driving public relations; (b) public relations is converging with marketing; (c) internal staffing and spending to support public relations are on the rise; and (d) public relations can add value by demonstrating how its programs achieve measurable business outcomes and by improving measurement of results.