Partner Content
From our partners in the ANA Thought Leadership Program: Insights and intelligence that drive brands forward.
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Four Things Marketers Need to Know About OOH for 2022
Partner Content December 16, 2021Changes wrought by the pandemic offer marketers the opportunity to leverage new technologies in out-of-home advertising. Here are four things marketers should consider about OOH in 2022.
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Bridging the Gap Between Marketing Strategy and the Customer Experience
Partner Content December 14, 2021There is no doubt that marketing operations — the layer between marketing strategy and customer experience — is making an impact today. However, marketing ops is ripe for exponential improvements in both efficiency and effectiveness through next-generation technology. A new study from BrandMaker offers insights into how to move forward.
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The Importance of Channeling Millennial Diversity
Partner Content December 9, 2021As businesses continue to embrace their digital-first future, marketing executives must integrate millennial marketers in a way they never have, engaging them as key contributors in their marketing discussions. In fact, their business' survival may depend on it.
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Building a Culture of Innovation
Partner Content November 30, 2021Successful leaders understand that a culture of innovation is built on strong teams. Here, corporate leaders from Pfizer, Blue Shield California, Johnson Controls, BECU, and Webex provide insight into what it takes to build those teams and inspire real change.
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Marketing to the Corners of the Mind
Partner Content November 23, 2021In this interview, Jon Gibs, global director of advertising science at Spotify, who oversees the brand’s measurement, research, and audience solutions, shares findings from recent research about audio and what it means for brands.
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Cross-Platform Measurement and the Key to Unlocking Buyer Journey Knowledge
Partner Content November 18, 2021TV has changed. To reach the masses today, messages must appear everywhere people watch video. This means advertisers must embrace both linear TV and streaming. Cross-platform, unified impression measurement is now essential.
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Humanity Is the Secret Ingredient for Superior CX
Partner Content November 16, 2021Showing empathy isn’t based on data. It’s a gut feeling, intuition, an understanding of how to connect meaningfully with the human on the other end. Ever since people rallied around essential workers 20 months ago, they’ve demanded that same level of transparency, empathy, and understanding from the brands they support.
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No Looking Back
Partner Content November 9, 2021There is no crystal ball to determine what’s next for small- and medium-sized businesses, but these five observations of the current landscape may help B2B marketers divine where things are going next.
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Designing the Engine of Repeatable Innovation
Partner Content October 28, 2021Building a successful innovation engine has many rewards, from operating efficiency to greater ROI, higher NPS ratings, increased sales, and stronger brand loyalty — but it takes the right process and talent.
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Why Addressable TV and CTV Need to Coexist in a Cross-Screen World
Partner Content October 21, 2021The convergence of traditional television and digital video presents unique opportunities for marketers but also adds a layer of complexity. The goal for advertisers is to get away from siloed approaches when it comes to media selection, as the current landscape enables companies to reach audiences whenever and wherever they may be consuming content.
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Agency Management As a Risk-Management Advantage
Partner Content October 19, 2021When brands implement agency-management initiatives, there are usually two drivers or goals. One is to rationalize and optimize agency relationships for more effective marketing programs, another is to achieve cost efficiencies in the form of savings or spend optimization. But such initiatives can help companies address and mitigate business risk as well.
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New Meal Plan for Marketers
Partner Content October 14, 2021Third-party cookies, which provide brands with consumer data to create targeted advertising campaigns, are starting to get phased out already, with Google’s Chrome apps going to pasture in 2023. But CMOs can’t wait to prepare for a cookieless world. Marketers and their teams will need time to understand new tools and technologies and incorporate them into their workflows.
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The Unnecessary Tradeoffs Marketers May Make
Partner Content October 12, 2021Without the ability to execute strategies that are both flexible and simple, marketers are missing out on an opportunity to learn about and engage their customers in the real world — to be where audiences actually are and optimize across platforms, or even to understand which digital campaigns are successfully driving offline sales.
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Personalization Done Right
Partner Content October 7, 2021While data and technology are still the right way to drive scale and automation, perhaps it’s time for marketers to take a step back and consider how those resources can be aligned in new ways to enlighten the customer, to inspire them, maybe even to help them grow in new and unexpected ways.
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How Influential Leaders Are Building DEI Across Their Organizations
Partner Content October 5, 2021Marketers seeking to hardwire DEI into their organizations need to understand what factors into decisions their customers make, what is driving brand perceptions, and what role strategy and communications can play. To do that, they need relevant data as well as expert perspective.
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How to Maximize the Value of Your Marketing Budget
Partner Content September 30, 2021In a perfect world, organizations should be able to make budgetary changes in near real-time, but only 11 percent of respondents say they can make the necessary updates within a day. It’s time to put away the spreadsheets and adopt 21st century solutions.
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Out-of-Home Advertising Is the Ultimate Contextual Medium
Partner Content September 28, 2021Out-of-home (OOH) may be advertising’s oldest medium, but time and time again, OOH has proven resilient in a dynamic ad industry that has evolved greatly over many decades.
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Why First-Party Data Might Not Be Enough
Partner Content September 23, 2021Marketers have to change how they evaluate success in a first-party world. The question to ask now is, “How can I help this person with what they need?” Not “How can I get this person to convert?”
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Marketers Ride New Waves of Radio Advertising
Partner Content September 21, 2021HBO Max, Macy’s, and other major companies are singing the praises of radio as a way to help brands distinguish their voice in a crowded marketplace. The diversification of audio platforms and the rise of so-called screen-free media has expanded the opportunity for brands to expand their audio strategies and grow their audiences.
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Preventing the Perils of Programmatic for Premium Video
Partner Content September 14, 2021The theoretical advantages of programmatic advertising for a marketer are substantial. Lower transaction costs, more precise media targeting, greater flexibility, the ability to optimize creative and media in real time, and, of course, more competitive pricing should all lead to more efficient and more effective marketing. But how does the industry move beyond theory? There is a way.
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