Forward

 

From our partners in the ANA Thought Leadership Program: Insights and intelligence that drive brands forward.

  • Why COVID-19 Is Driving a Marketing Revolution

    Forward   October 15, 2020  

    While consumers are ready for a renewed sense of normalcy, the shift to digital remains. Marketing teams need an integrated, customer-first strategy that aligns with short- and long-term digital behaviors. The strategy should combine digital and traditional tactics, leverage data to personalize campaigns and maximize reach, and be flexible enough to adapt and scale over time.

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  • Catering to a New Breed of Shopper

    Forward   October 13, 2020  

    The pandemic has raised the stakes and allure of click-and-collect. That’s because it’s a form of commerce offering more than just a convenience for routine weekly grocery shopping, but also a way to avoid stores altogether.

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  • Three Ways to Put Data to Work in TV

    Forward   October 1, 2020  

    While many marketers currently find themselves in unexpected and challenging situations, they could benefit from using this moment as an opportunity to prepare for what’s next. Doing so will require data and the right technology to wield it. So what should brands do to harness the full effect of data in 2020 and beyond? Here are three ways marketers can put data to work.

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  • What Lies Beneath? A Look At America’s Wallet

    Forward   September 29, 2020  

    By using the right data to identify differences between two outwardly identical groups, a brand can make better decisions which to reach and how. One key data point that can have major implications for a brand’s marketing ROI? Financial durability.

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  • Cross-Screen Measurement Isn’t the Future; It’s Already Here

    Forward   September 24, 2020  

    The disruption of TV and the decay of linear reach are here. Technology is giving consumers new ways to view TV content, but TV ad planning and measurement often live within legacy tools built for that time when TV was linear only. That’s changing.

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  • The Secret to Advertising During a Crisis? Keeping the Data Close

    Forward   September 22, 2020  

    For marketers, the primary benefit of keeping the data close is helping customers transform and adapt their marketing strategies to a rapidly changing landscape. Brands also need to benchmark themselves against macro trends and make data-driven decisions to better navigate the new terrain shaped by the pandemic.

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  • How to Manage Advertising Production’s Bigger Picture

    Forward   September 17, 2020  

    A strategic, companywide approach to governing production spend is still a relatively new concept for many CMOs, but the approach can help marketers simplify and optimize complex processes by consolidating and standardizing data across all production activity. Here’s how to get started.

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  • The Keys to Direct-to-Consumer Success

    Forward   September 15, 2020  

    Before rushing to copy the offline marketing efforts of direct-to-consumer brands, it’s crucial for traditional brands to first understand the overall purpose driving the strategy. The timing, messaging, and medium also play a part in the broader scheme of the campaign.

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  • Navigating the New Video Landscape

    Forward   September 10, 2020  

    Since the pandemic began, video consumption has grown across all categories. But most marketers struggle to take advantage of video because they are caught between traditional linear TV and digital video and they lack the tools to handle both at once.

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  • The Dynamics Shaping the 2020 Election Affect Brand Marketing Too

    Forward   September 3, 2020  

    As more and more people look to brands to affect positive social change, companies that demonstrate leadership, confidence, responsibility, and, above all, safety, are likely to be rewarded.

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  • How Marketers Fulfill Customers’ Desire for Real-Time Brand Experiences

    Forward   August 25, 2020  

    Brands have to turn run-of-the-mill interactions with customers and prospects into something remarkable and unexpected. Such experiences not only boost the top and bottom lines but also strengthen brands and turn their customers into advocates for their products and services.

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  • Connectivity in an Evolved Media Landscape

    Forward   August 20, 2020  

    Partnership breeds trust and collaboration, and there are significant competitive advantages for brands that can establish deep connections with the right set of partners. To help in that selection process, here are three aspects of connectivity that are vital for marketers looking to create stronger integrations and partnerships across media, data, and technology.

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  • Are Impressions the Answer to Fragmented TV Measurement?

    Forward   August 18, 2020  

    As traditional television markets are transformed by emerging technologies and world events, the time has come for marketers to set aside the GRP and make the leap to impressions.

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  • Delivering Experiences Consumers Will Love

    Forward   August 4, 2020  

    What can a brand do to differentiate itself and deliver exceptional customer experiences? It starts with connecting data and getting it into an actionable state. Here are four capabilities marketing organizations need to develop insights and take action.

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  • Advertising In the Time of COVID-19

    Forward   July 14, 2020  

    As time goes on and consumers get conditioned to a “new normal,” they will likely become increasingly open to hearing promotional messages from brands and organizations. They may also welcome some light-hearted advertising, as a break from a stressful environment.

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  • Balancing Linear TV and OTT Advertising in a Topsy-Turvy Market

    Forward   July 7, 2020  

    The coronavirus pandemic has clouded the future of programming, making it difficult for marketers to find strategies that inspire confidence. But there is good news. With a surge in video viewing, lower ad prices, and improvements in targeting and measurement, taking a data-driven approach to linear TV can grant marketers the flexibility, targeting precision, and accountability they need at precisely this moment.

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  • The New Formula Fueling Modern Marketing

    Forward   June 25, 2020  

    Blending empathy and intelligence with a strong dose of creativity is the most effective way for brand marketers to deliver consumer-centered experiences that drive purpose, affinity, and revenue.

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  • Four Steps to Building an Identity-Based Marketing Strategy

    Forward   June 23, 2020  

    The only way to future-proof against the evolving adtech-martech ecosystem is to design a marketing strategy with an identity-based approach at its center. But that’s no easy task. Doing so successfully requires four critical building blocks.

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  • Three Ways for Marketers to Extract More Value from Video Content

    Forward   June 18, 2020  

    To bolster and exceed their ROI goals, marketers need systems and processes to enable their teams and partners to leverage video assets without any friction or slowdowns.

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  • The Spirit of Radio

    Forward   June 16, 2020  

    Radio has long been known as a deeply personal, trusted, and supportive partner for consumers, communities, and companies of all stripes. Fostering unity is part of the DNA of the more than 15,000 radio stations across the country.

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