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

  • Why All Brands Must Take a Stand

    Forward   June 27, 2019  

    Consumers don’t want a generic crisis response. They want a firm stance. This means not just being reactive; taking a stand on a values-related issue creates a clear point of difference, helping a brand distinguish itself from the competition, new research shows. For B2B brands, it’s time to take a stand.

  • Say Hello to AI-Enhanced Conversational Marketing

    Forward   June 20, 2019  

    Frustration with corporate call centers is one of the biggest consumer laments. Brands are responding by implementing chatbots that are increasingly conversant — freeing up live customer service agents to focus on providing more value to the customer in real time.

  • Oversaturated Visual World Sparks Demand for Audio Advertising

    Forward   June 18, 2019  

    Brand managers need to take a much closer look at the growing popularity of digital audio, such as streaming music and on-demand podcasts, and the opportunity they offer for their company’s cross-channel advertising strategy.

  • The Pioneering CMO

    Forward   June 13, 2019  

    Pioneering CMOs are using new approaches to marketing that put the customer at the forefront and are achieving business results that demand the C-suite take note. Here, according to research by Accenture Interactive, is how they’re doing it.

  • Acting On Principles

    Forward   June 11, 2019  

    The World Federation of Advertiser’s Global Media Charter lays out eight “principles for partnership in the digital media advertising ecosystem.” To effect real change, marketers would be wise to prioritize the WFA’s list based on the issues that require an industrywide approach.

  • Thinking Outside the Cookie Jar

    Forward   June 6, 2019  

    Online consumer behavior is growing increasingly complex, and the humble cookie is no longer an adequate tool for tracking online movement. Marketers need a more sophisticated solution that collects disparate user actions into a unified portrait of the consumers’ time online.

  • Consumer Engagement Is Key for Back-to-School Retail Campaigns

    Forward   June 4, 2019  

    As marketers prepare for the upcoming back-to-school shopping season, a new study from Innovid shows the value personalized messaging and connected TV can bring to their campaigns.

  • What Does Your Brand’s Voice Sound Like?

    Forward   May 30, 2019  

    As voice technology becomes ubiquitous — and consumers use their hand-held devices to ask for just about anything — there’s a growing onus on brands to establish an audio identity among consumers and drive awareness for their voice commands.

  • Look Before You Leap

    Forward   May 28, 2019  

    Bringing agency responsibilities in-house takes many forms, and there’s no one way to do it that will work for every marketing organization. Those eyeing in-housing as a solution should consider a number of factors in making their decisions — not least of which is whether in-housing is the right move at all.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.


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