Partner Content
From our partners in the ANA Thought Leadership Program: Insights and intelligence that drive brands forward.
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Cross-Garden, Not Cross-Channel, Is the Future of TV Advertising
Partner Content August 29, 2023Most of the streaming video world is happening in "walled gardens," proprietary media and ad delivery platforms that work either somewhat or entirely independently from one another. As marketers wade into the future of television, they'll need a cross-platform approach that works for the brand and the viewer.
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Innovative Ways to Use AI in Marketing
Partner Content August 24, 2023With its unique memorability and digital capabilities, direct mail has seemingly endless creative potential to enhance the effectiveness of a brand's omnichannel campaigns. AI can work with these elements to make mail marketing even more powerful.
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The Secret to Standout Campaigns
Partner Content August 17, 2023As constant access to smartphones, laptops, and tablets makes it increasingly difficult to avoid digital overload, customers may be ignoring — or even actively avoiding — much of the marketing they're exposed to. Direct mail can provide customers with a break from the onslaught of digital ads and connect them with a brand on a more tangible, personal level.
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Implementing a Martech Software Solution
Partner Content August 15, 2023Marketers' initial approach to implementing martech software can make or break its future as a viable tool in their marketing stack. Its implementation is best conducted in four phases to align internally and with the martech provider on the goals of the initiative.
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What to Know About the Premium TV Advertising Ecosystem
Partner Content August 10, 2023What does it take for brand advertisers to maximize the value of their investment in TV and reach audiences across a fragmented landscape? A new report from Comcast Advertising provides answers.
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DOOH Is Omnichannel Marketing's Missing Link
Partner Content August 8, 2023OOH advertising has long been known for delivering ad experiences that grab consumer attention in the physical world and dazzle audiences. However, the addition of programmatic technology, data-driven audience targeting (and retargeting) capabilities, and in-depth measurement within the OOH industry has transformed this once-siloed medium into an integral piece of any modern omnichannel marketing strategy.
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What B2B Marketers Should Consider When Selecting a Data Partner
Partner Content August 3, 2023Marketers know they need to use the highest-quality data possible, whether they're sourcing it from their own properties or working with a third party. Working with a data partner to access second- and third-party data gives marketers the benefit of expanding the scope of data available to them. But how to select the right partner?
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The Catalyst for Innovation
Partner Content August 1, 2023Innovative marketing can help businesses differentiate themselves and capture customer attention, but many brands struggle to find effective, accessible ways to shake up the status quo and fight through the digital clutter. As businesses today seek new ways to innovate, one (perhaps unexpected) medium is coming into the spotlight: direct mail.
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Connecting with Consumers in an Age of Change
Partner Content July 25, 2023Consumers have a large menu of entertainment options across both linear and streaming media, putting them in control of what, when, where, and how they watch. As the marketplace caters to consumers' changing viewing preferences, there are several guiding principles that advertisers can follow to connect with viewers in a dawning age of change.
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Enhancing Shopper Marketing with Artificial Intelligence
Partner Content July 20, 2023Artificial intelligence can help retailers stay agile while making it easier for marketers to reach customer, but using AI to its full potential will require companies to reimagine their business models and existing workflows. Now is the time for businesses of all sizes to start thinking about their AI marketing strategy.
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Using Radio to Drive Growth in Local Markets
Partner Content July 18, 2023Supporting local economies and resonating with people in local communities (i.e., keeping them informed, entertained, and connected) is a fitting definition for radio. As CMOs face pressure to reach profitable goals and are often expected to do more with less, radio can help brands drive local demand and sustainable growth in neighborhoods across the country.
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Will 2023 Be an Upfront for the Ages?
Partner Content July 13, 2023The nature of TV continues to change, but reaching consumers with video commercials remains critically important. While consumers still have an insatiable desire for "television" programming, they are now opportunistic about the devices and services they use to watch content. Have the 2023 upfronts cleared a path to the future of advertising in the world of converged TV?
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The Increasing Importance of the In-house Agency
Partner Content June 27, 2023Conventionally, the value proposition of an in-house creative services group was based solely on the triad of price, quality, and speed of delivery, but as brands deal with a shaky economy and the quickening pace of a technological evolution, a fourth criterion has emerged: the ability to pivot and adapt to clients' needs and mandates and those of the organization as a whole.
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Managing Fragmentation Across the Major Shifts in Advertising
Partner Content June 15, 2023Whether it's the future of linear TV or the evolution of digital identity, the marketing industry is moving to a state where media sellers have more data to leverage. Capabilities for targeting, reach, and measurement, along with creative standards and formats, are being siloed within each publisher's ecosystem. As a result, the advertiser's job has grown increasingly complex.
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How Commercial Intelligence Can Revolutionize Decision-Making
Partner Content June 13, 2023No matter the industry, it's becoming clear that traditional measurement methodologies are no more effective than the "spray and pray" approach ever was. Is it time for a more holistic approach?
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Audio Fuels the Funnel
Partner Content June 8, 2023Since the earliest days of AM radio, marketers have leaned into radio's megaphone to build reach, but today's audio is capable of so much more. By combining AM/FM radio, podcasts, and streaming audio forms, marketers can build a full-funnel audio experience capable of guiding consumers along the entire path to purchase.
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The Ongoing Appeal of the Household TV
Partner Content May 23, 2023While consumer views of what TV is are evolving, the dominance of the largest screen in viewers' homes is not. Here's what it means for advertisers.
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Creating a Data Analytics Mindset
Partner Content May 18, 2023There are several considerations marketers must make to develop and refine their organization's data and process management strategy to unlock stronger, more accurate data analytics.
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Three Weather-based Tactics to Enhance Out-of-Home Ads
Partner Content May 9, 2023How brands such as Sea-Doo, Aperol, and Timberland use weather-based digital out-of-home (DOOH) ads to drive awareness and influence consumer behavior.
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How Radio Builds Effectiveness for RMN Campaigns
Partner Content April 25, 2023The synergies that radio can bring to retail media network plans have the potential to multiply results and ROI by filling gaps at the middle and top of the marketing funnel while supporting lower-funnel activity.
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