Forward

 

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

  • The Role of Data and Modeling in a World of Digital and Linear Convergence

    Forward   May 23, 2019  

    As consumers’ media consumption continues to evolve, marketers will need to leverage data modeling tactics and smarter data management practices to keep their video advertising tuned in.

    view
  • In-House Agencies Are Leading a New Way Forward

    Forward   May 16, 2019  

    Once considered a passing fad, the in-house agency is an increasingly common component within many marketing organizations. At a recent ANA conference, marketers from multiple industries discussed the benefits of building an in-house agency; here are a few key points.

    view
  • How Every Brand Can Find Its Good

    Forward   May 2, 2019  

    As a growing number of people hunger for global change, the onus is on brands and organizations to take a stand and find their “good.” It starts with making a long-term commitment.

    view
  • The Connected TV Surge Will Power Personalization in 2019

    Forward   April 25, 2019  

    New research from Innovid on the rise of connected TV reveals interrelated trends that will be critical to driving video advertising forward and will have major implications for advertisers. Here’s a closer look at those insights and what they mean for marketers advertising on CTV.

    view
  • How to Use Audience Data Like Today’s Masters of TV Advertising

    Forward   April 23, 2019  

    The death of TV has been greatly exaggerated. In fact, TV is more vibrant and more watched than it's ever been in its life. However, it’s also a far more complex medium than it’s ever been, and that creates a major challenge for brands trying to reach the right audiences. Here’s how the masters of TV advertising use technology, strategy, and know-how to build effective campaigns in the new golden age of television.

    view
  • Tech Adoption Lags Across the Healthcare Spectrum

    Forward   April 2, 2019  

    Brands are missing the boat when it comes to spurring the market for wearable medical devices.

    view
  • Purchasing TV Ads in a Post-Digital Age

    Forward   March 28, 2019  

    A data-first TV strategy, involving software and automation, is the most effective way for marketers to increase the precision of their investments and reach their ideal customer at scale.

    view
  • Programmatic Creative

    Forward   March 7, 2019  

    The key to a successful programmatically created ad involves factoring in four major considerations: segmentation, context, circumstance, and time. Here’s what marketers need to do to ensure programmatic creative delivers the right message to the right person at the exact right time.

    view
  • Was Shakespeare Really Talking About Ad Delivery?

    Forward   March 5, 2019  

    Is there 21st-century wisdom for marketers in the 16th-century words of William Shakespeare? Marketers must adopt a new workflow for putting ads in front of consumers — one that ensures a brand’s love doesn’t go unrequited.

    view
  • Financial Services Firms Fall Far Short with Women

    Forward   February 28, 2019  

    U.S. financial services firms are leaving money on the table when it comes to their relationships with female investors, a new Kantar study finds. Women hold $782 billion in investable assets — here's how they approach investing, and what financial marketers can do to win their business.

    view
  • Radio’s Social Influencers

    Forward   February 19, 2019  

    While the online influencer marketing industry is facing issues with fraudulent accounts and phantom traffic, marketing’s original influencer, the on-air radio personality, is still a reliable, highly trusted connection to a large percent of the consumer population.

    view
  • The Key to Consumer Attention Is Relevance

    Forward   December 27, 2018  

    Consumers today have infinite options when it comes to premium content, so brands looking to break through must focus on relevance to keep consumers engaged.

    view
  • Context Is the Missing Piece to Brand Safety and Greater ROI

    Forward   December 18, 2018  

    Issues with brand safety in the digital realm are driving advertisers toward pairing context and content — ensuring ads show up alongside brand-suitable materials that resonate with consumer audiences.

    view
  • The Audio Boom

    Forward   December 4, 2018  

    From radio to podcasts to smartspeakers, the growing prevalence of audio content is undeniable, and it’s creating a massive opportunity for brands that are willing to listen.

    view
  • Why Integration Matters in an Omnichannel World

    Forward   November 20, 2018  

    The fragmented nature of today's media landscape makes it impossible for brands to reach audiences in a single place at a single time. Marketers must take an omnichannel approach to reach consumers — and do so in an integrated, coordinated way. Here's how direct mail can help unify that approach, tying disparate channels together into a holistic brand communication strategy.

    view
  • Why TV Should Be Part of Every Brand Marketer’s Toolkit

    Forward   October 2, 2018  

    Despite what marketers may have heard about viewer attention fragmenting across screens and media formats, the growing trend of cord cutting, or younger generations losing interest in TV content, it doesn’t mean TV is going away. TV is still a valuable and worthy channel for brand marketers — here’s why.

    view
  • The New Economics of TV Advertising

    Forward   September 18, 2018  

    With addressable TV growing more than 20 percent per year, the economics of TV advertising are shifting. Advertisers will need to adapt their TV strategies to how technology is changing consumer TV viewing habits.

    view
  • How Direct-to-Consumer Brands Succeed — and Why It’s Not Too Late for Incumbents

    Forward   September 4, 2018  

    Many direct-to-consumer companies are seriously challenging established brands. Incumbent brands need to learn how to better compete while keeping their marketing spend as efficient as possible. Luckily, advanced TV can be a key tool for driving brand accountability and growth.

    view
  • Data-Driven Messaging

    Forward   August 7, 2018  

    Media consumption has evolved to a point where brands are struggling to reach consumers in the moments they’re paying attention to any one particular medium. In order to succeed, marketers need to employ strategies centered on data-driven messaging, which helps deliver personalized messages at scale.

    view
  • Engaging the Powerhouse U.S. Hispanic Online Shopper

    Forward   July 3, 2018  

    Knowing your audience is a fundamental part of marketing. Here’s what advertisers need to know about Hispanic online shoppers and what makes them unique.

    view

123 >>