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

  • The Programmatic TV Opportunity

    Forward   December 19, 2017  

    New technology is making programmatic TV advertising an enticing opportunity for advertisers.

  • Can Radio Work for Your Brand? Yes, It Can

    Forward   December 5, 2017  

    Technological innovation has provided the ability to measure listening-to-action and attribute that behavior directly to radio advertising; as a result, radio has never been more poised to address marketing's challenges.

  • It’s a Two-Way Street

    Forward   November 26, 2017  

    To have transformative value in a brand-agency partnership, the client-agency evaluation process must have true buy-in from both sides. So say industry experts from WPP, Navigare, GroupM, and Havas, among others. It’s more than a critique; it’s a two-way conversation that can lead to major benefits for both sides. Here’s what experts had to say.

  • 5 Digital Advertising Predictions for 2018

    Forward   November 21, 2017  

    From connected TV to the status of the digital supply chain, technology company The Trade Desk give its predictions for what the marketing industry can expect in 2018.

  • The Convergence of TV and Digital

    Forward   November 7, 2017  

    Over-the-Top (OTT) streaming services and other technological advancements may have altered the ways in which people consume television programming, but they're also creating big opportunities for advertisers.

  • Data-Driven Digital Transformation

    Forward   October 24, 2017  

    Account-based marketing has the ability to transform the way companies engage consumers, but the tactic requires a huge amount of data that many marketers struggle to wield. Technology partners are crucial to unlocking the potential of marketers' data and using it to optimize outreach for growth. Here's how HPE and Digitas used account-based marketing to engage key decision makers and fuel HPE's digital transformation.

  • Viewability

    Forward   October 10, 2017  

    It’s time to think of viewability as more than a binary metric. While it’s important to determine which impressions meet the minimum threshold for what counts as viewable, that is just a starting point. The true goal should be to determine how specific brand messages are driving consumers to act — and moving them further along their decision journey.

  • People-Based Marketing and Identity Resolution

    Forward   September 26, 2017  

    "People-based marketing," and the technology that underpins it — identity resolution — should be on every CMO's radar. This technology promises to unlock the holy grail of marketing — creating a true omnichannel view of the consumer, and activating this knowledge across digital and offline channels to create natural, seamless interactions with your brand.

  • Performance Is the Future of TV

    Forward   September 5, 2017  

    The uncertainty of TV advertising's impact on business performance has plagued marketers for decades. But no more. Innovations in audience targeting, media planning, and campaign measurement now allows marketers to see the full ROI of their TV dollars.

  • Sight Search

    Forward   August 8, 2017  

    How marketers can use visual search to improve a brand’s presence throughout the shopper journey.

  • The Transformative Power of Cognitive Marketing

    Forward   June 27, 2017  

    Cognitive technologies are changing the way marketers plan, execute, and optimize campaigns. Here's how these tools can create sustainable connections that drive brand loyalty and ROI.

  • Why the Right Scope of Work Is So Important

    Forward   June 6, 2017  

    Here's how a well-planned scope of work can deliver a tangible benefit every marketer wants: having the right team, working on the right assignments, all at the right time.

  • The Race for Relevancy

    Forward   May 26, 2017  

    In order to keep up with the pace of the consumer, marketers need a nimbler approach to consumer insights. Successful marketers are pivoting from traditional methods that provide after-the-fact insights to real-time consumer intelligence that continuously captures a holistic view of the consumer — past, present, and future.

  • TV vs. Digital: Getting the Numbers Right

    Forward   May 9, 2017  

    Traditional TV measurement no longer fully accommodates the growing needs of the extended TV industry; it's now imperative to also have cross-platform and digital measurement in order to match viewer and consumer behavior. Because media usage has outpaced traditional models of measurement, we find ourselves with separate methods for TV and digital.

  • At the Crossroads of Digital and Physical Marketing

    Forward   April 25, 2017  

    Now more than ever, understanding the effectiveness of each channel, campaign, and content piece is critical to marketing success, yet the rapid growth of channels in this digital age makes knowing the right mix to be successful that much harder. In this issue of Forward, the United States Postal Service looks at how merging digital and print marketing can boost ROI, increase consumer engagement across multiple forms of media, and improve marketing accountability — all cornerstones of a successful marketing campaign. Plus, how a new innovation called Informed Delivery is poised to give marketers more touchpoints and more impressions.


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