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

  • Marketers' Top Priorities for 2023

    Forward   January 12, 2023  

    Brand advertising budgets are often the first to go as marketers double down on direct, measurable performance. And while it's true that respondents to the Mediaocean survey listed performance-driven paid media as their most critical area of investment in the event of a downturn, that doesn't tell the whole story.

  • Is Marketing Having an Identity Crisis?

    Forward   January 10, 2023  

    Marketers don't often give a lot of thought to identity unless they're wringing their hands at the ever-evolving state of cookie deprecation due to privacy concerns. But disappearing browser-level attribution is only part of that problem.

  • More Women Are Listening to Podcasts

    Forward   January 3, 2023  

    Recent studies reveal an increasing number of women are becoming loyal podcasts listeners. The trend may sound a new opportunity for brands that want to reach an important demographic.

  • Direct Mail Belongs in the Omnichannel Customer Journey

    Forward   December 13, 2022  

    Direct mail marketing can help create customer touchpoints that encourage engagement. Here's how brands can use direct mail in tandem with digital media to create touchpoints that help drive action throughout the entire omnichannel customer journey.

  • Radio Paves the Way for Growth

    Forward   December 6, 2022  

    Through increased engagement with home-based smart speakers, online audio, and a growing number of podcasts, marketers have the potential to reach more listeners than ever before.

  • United, Converged TV Advertising Should Stand

    Forward   December 1, 2022  

    TV is in the midst of a revolution. There's more content than ever before, and the modern viewer consumes it on their own time, in their own way, and through a variety of devices. This fragmentation means one thing for brands and agencies: They need to reimagine the TV advertising experience.

  • The State of Ad Tech Is Changing

    Forward   November 29, 2022  

    With the looming deprecation of third-party cookies, marketers face a series of headwinds when determining the value of their campaigns. Fortunately, there are several macro forces working in marketers' favor — if brands can adapt in time.

  • How Marketers Can Leverage Tech to Avoid Disruption

    Forward   November 24, 2022  

    While most CMOs want to invest in new tools and tech, budgets are tight, which means there's pressure to connect spending with ROI. Further complicating the matter: Tastes and trends evolved during the pandemic and even more disruption is on the way.

  • Podcast Listeners Are Different — and That's Good for Brands

    Forward   November 22, 2022  

    In recent years the popularity of podcasts has exploded to make the medium a massive source of entertainment. Listenership is high and growing, and audiences are listening throughout the day — ads and all.

  • The Creative Renaissance Is Here

    Forward   November 17, 2022  

    The technology for supporting creative optimization is at a tipping point. Indeed, the marketing industry faces an incredibly exciting moment where art and science finally work together to raise the bar for advertising across all formats and channels.

  • TV Generates More Consumer Recall and Purchase Intent

    Forward   November 15, 2022  

    What are the factors that make TV ads an effective marketing tool, and how does TV compare to Facebook or YouTube mobile video? Shedding light on the answers to these questions are two recent studies, which together tell a compelling story about how TV advertising helps brands build connections with consumers at scale.

  • The Art and Science of Direct Mail

    Forward   November 10, 2022  

    In an increasingly digital world, direct mail marketing can offer customers a tangible experience. However, many marketers struggle with determining the best ways to incorporate mail into their overarching strategy.

  • How to Master Digital Out-of-Home Advertising

    Forward   November 3, 2022  

    The wide variety of environments and the novelty of digital out-of-home (DOOH) can make the medium feel intimidating. But, when done right, DOOH can be a seamless addition to a brand's marketing mix. Here are three ways marketers can maximize their creative strategy using DOOH.

  • How to Track Direct Mail Performance and ROI

    Forward   November 1, 2022  

    When marketers find themselves on shaky economic ground, proving ROI and marketing accountability become all the more crucial. Here are seven methods for tracking the value gained from direct mail.

  • Remaining 'On Air' in Times of Economic Uncertainty

    Forward   October 27, 2022  

    In times of economic uncertainty, advertising strategies, naturally, adapt to different sets of market dynamics. But rather than pull back on ad spend, it's critical that brands maintain a share of voice and drive short- and long-term outcomes across platforms and screens.

  • How Client-Agency Teams Build Trust

    Forward   October 25, 2022  

    There are three key elements to building trust between marketers and their strategic partners in even the most competitive marketing categories. They are rooted in well-defined engagement terms, a belief that bold ideas are welcome, and a consistent dedication to the humans bringing these ideas to life. Here's where marketing and agency partners can invest to develop trust and build long-term relationships that thrive.

  • Busting the Myths of Video Ad Serving Complexity

    Forward   October 13, 2022  

    The act of playing an ad on a screen is wrongly shrouded in myth. It's time to shine a light on some of the misconceptions surrounding video ad serving and see it clearly as a non-subjective logistical step in the campaign activation workflow. Here are four myths about video ad serving and why marketers shouldn't give them a second look.

  • Three Ways to Ensure Marketing Delivers Companywide Value

    Forward   October 4, 2022  

    Marketers are under increased pressure to prove ROI, which means teams must keep an eye on the bottom line while continuing to grow the brand. Here are three ways to ensure the marketing team is consistently building both the brand and the business.

  • 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.

  • 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.