Forward

 

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

  • Bridging the Gap Between Linear and Addressable TV

    Forward   September 27, 2022  

    Did General Motors sell vehicles based on TV ads delivered to the right audiences at levels that indicate a positive ROI? An audit of its campaign efforts on linear TV and addressable TV formats reveals the answer.

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  • Giving Teeth to Agency Evaluations

    Forward   September 22, 2022  

    Creating an effective action plan takes a focused effort, but when done well, it can strengthen client–agency relationships and lead to better work with greater returns. Here are the key elements to a good action plan and the steps required to build one.

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  • How Out-of-Home Can Rise Above in Regulated Industries

    Forward   September 13, 2022  

    Many financial service marketers may see data-driven advertising as too complicated to include in their media strategies, but digital out-of-home advertising can offer regulation-friendly targeting with measurable returns. Here are four DOOH strategies financial service marketers should consider.

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  • Raising the Volume on Radio Creative

    Forward   September 8, 2022  

    For more than 30 years, the Radio Mercury Awards, produced by the Radio Advertising Bureau, have celebrated creativity in radio with hundreds of chief creative officers collaborating to identify and award the best audio campaigns and radio commercials. Here, a select group of those celebrated professionals share guidance, inspiring campaigns, and best practices for raising the volume on radio creative.

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  • The Value of a Solid Scope of Work Program

    Forward   August 25, 2022  

    A concise document describing the major initiatives and tangible deliverables the agency has been tasked to undertake and that details what is both in and out of scope helps avoid uncomfortable conversations later in the year (or project) when perspectives diverge. But sometimes overlooked is the effect a good scope has across the broader organization.

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  • Reimagining TV Across Screens, Platforms, and Currencies

    Forward   August 16, 2022  

    While many advertisers have quickly adapted to meet viewers on a range of screen types, the TV industry has taken arguably longer to catch up — especially when it comes to currency and, more broadly, measurement. Even though incumbent panel-based approaches have held on, scrutiny continues to swell as buyers and sellers reckon with the incumbents' inability to keep pace in the heavily fragmented TV landscape.

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  • Getting Eyes On Your Digital Advertising

    Forward   July 21, 2022  

    Better visibility of digital advertising can provide real-time insights that help organizations cut campaigns with low return on investment (ROI) and focus ad spend on the channels with the highest returns. Reducing waste and rooting out fraud will only increase savings.

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  • Radio Works to Drive Business and Brand Growth

    Forward   June 14, 2022  

    Through a series of online, members-only events, the Radio Advertising Bureau (RAB) has explored radio’s benefits to more than 18 categories of business, including healthcare, automotive, retail, and restaurants, among others. Here’s a look at just a few industry verticals where radio drives ROI.

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  • The Face of the American Shopper Is Changing

    Forward   June 9, 2022  

    Census data from 2020 shows U.S. population growth is led by multicultural groups, which means brands that haven’t gotten up to speed on shifts in U.S. culture or that don’t understand how these consumers live and shop could be missing the mark.

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  • From Walled Gardens to a 'Garden of Gardens'

    Forward   June 7, 2022  

    Two forces that affect digital advertising are on a collision course: walled gardens and new privacy regulations. Thankfully, there are new and emerging technologies that can help marketers deal with the fallout and continue targeting digital ads while maintaining privacy protections.

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  • Five Reasons Why DOOH Is a Heads-Up Move for CPG Brands

    Forward   June 2, 2022  

    As restrictions related to COVID-19 loosen across the U.S. and consumers return to offices and in-person shopping, digital out-of-home advertising can help brands meet consumers with context-based messaging that changes in real time.

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  • Your Customers Want ESG to Change the World

    Forward   April 28, 2022  

    In the past, purpose in marketing might have been seen as a lever to increase brand perception and consumer preference, or only pursued if it was natively part of the company’s mission. Now, a commitment to societal issues or putting accountability at the core of one’s brand are no longer a bonus or a nice-to-have, a new report from Bloomberg Media finds — they are an essential part of doing business.

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  • Bringing the B2B Customer Experience to Life

    Forward   April 26, 2022  

    Understanding which type of customer experience (CX) resonates most effectively with B2B customers is important, but it’s only part of the equation. Once a business knows what type of experience it wants to deliver, it must address the practicality of how to bring that experience to life. Based on Merkle’s research, here’s where B2B organizations can start.

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  • Measurement and Attribution in the Age of Converged TV

    Forward   March 29, 2022  

    As the viewer experience evolves, converged TV, which encompasses premium, professionally produced content across linear and digital TV and multiple platforms and devices, has taken a front seat to both digital video and traditional linear markets. Advertisers are recognizing the need to bring all forms of premium video into one view rather than keeping digital and TV budgets in silos.

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  • Finding Relevance in the Metaverse

    Forward   March 22, 2022  

    The metaverse is a nicely bundled term for something that enthusiasts believe will be huge. Brands around the world are investing time and money to see how they might benefit from it, and some are leaping straight in, exploring the scope of non-fungible tokens (NFTs). But without a thorough understanding of what people want from the metaverse (or if they want it at all), there are factors that need consideration.

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  • With the Right Approach to Streaming Ads, Brands Can Earn Goodwill From Consumers

    Forward   March 8, 2022  

    As ad-supported streaming continues to grow, marketers are weighing the best ways to engage with consumers who have more options and control than ever before. Early research from WarnerMedia shows that a more customized, intentional ad approach is not only highly effective but can generate a unique level of affinity from consumers.

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  • Marketing in the Metaverse

    Forward   March 1, 2022  

    Brands are cautiously circling the metaverse, wondering how they’ll eventually engage consumers in these vast, virtual spaces. They’re factoring in the possibility that the metaverse could change everything, from their approach to creative and consumer engagement to how they measure and analyze campaigns. The metaverse will not exclusively take place with virtual reality headsets, but marketers will have to embrace 3D to participate.

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  • Nostalgia Marketing in the Age of COVID-19

    Forward   January 18, 2022  

    One of the ironies of the past two years is that while the pandemic accelerated the arrival of what were once thought to be future trends — including marketing automation, contactless retail, and virtual reality as a collaborative productivity tool — it's also triggered an increased fondness for the past.

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  • Four Things Marketers Need to Know About OOH for 2022

    Forward   December 16, 2021  

    Changes wrought by the pandemic offer marketers the opportunity to leverage new technologies in out-of-home advertising. Here are four things marketers should consider about OOH in 2022.

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  • Bridging the Gap Between Marketing Strategy and the Customer Experience

    Forward   December 14, 2021  

    There is no doubt that marketing operations — the layer between marketing strategy and customer experience — is making an impact today. However, marketing ops is ripe for exponential improvements in both efficiency and effectiveness through next-generation technology. A new study from BrandMaker offers insights into how to move forward.

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