Industry Insights

The business buyer is taking longer to purchase, budgets are tighter, and buyer behavior has shifted online. This presents opportunities and challenges, and it's critical that CMOs and CROs are aligned.

Google has pushed back its deprecating cookies yet again until 2025.

CTV will be a great channel for brands that understand the economics of performance marketing, fine-tuned targeting, and emerging ad mechanisms like shoppability. And DTC brands are known to excel in all three of these categories.

ANA sat down with Jared Martin, director of The Aflac Studio, as he prepares a behind-the-scenes look at “The Park Bench” at the 2024 ANA In-House Agency Conference, taking place from May 14-16 in Carlsbad, California. Here, Jared talks about the inspiration behind his team’s award-winning film, the importance of collaborating with external partners, and how to inspire creatives whether they are producing an animated film or more traditional marketing materials.

Campaign set up can be an undervalued element of digital advertising. In practice, it requires meticulous navigation of myriad options, each with a substantial but often under-explained impact on the campaign's success.

Consumers are likely to believe that the texts received are legitimate and from a trusted source. Unfortunately, consumers have been inundated with so-called unwanted “robocalls” and “robotexts” over many years.

When I meet with a new PR client for their onboarding, I always ask what publications they dream about appearing in. Without fail, they list top-tier outlets like The Wall Street Journal, USA Today, Forbes, and the heavy hitters for their particular industry. Business leaders dream about those publications because they know appearing in them has huge potential for boosting their brand’s success.

Finding ways to promote sustainable actions, as well as integrate sustainable actions, processes, and products, is essential to doing business ethically and responsibly. Below are some actionable ideas and inspiring thoughts from industry leaders.

The capacity of AI to sift through expansive datasets and enact decisions in real-time renders it an indispensable asset for publishers. This technology is pivotal in refining revenue strategies, bolstering brand safety, and upholding content excellence.

CTV represents the convergence of programmatic and linear TV professionals. To drive adoption, the industry will need to navigate those cultural differences. Here are some of the cultural roadblocks to CTV innovation.

The portrayal of women in advertising has evolved over time, reflecting changing societal norms and cultural expectations. However, in recent years, there has been a resurgence of gender stereotypes portrayed in advertising, particularly regarding how women are presented.

In the modern media enterprise, automation has become an essential tool in the pitch-to-execution process. With fracturing audiences and structural changes looming in the digital ad market, media companies are learning how to do more with less while diversifying their core advertising offerings into higher performing omnichannel campaigns.

According to a 2024 Setup survey, over 50 percent of brands are likely to change their primary agency this year — a 17 percent increase from 2023. This statistic underscores the growing complexity and competitiveness of the agency landscape. To thrive in this environment, agencies can no longer rely solely on project execution or longstanding relationships — they must challenge conventions, offer strategic insights, and demonstrate their value by delivering tangible business outcomes. But how can you do this?

Robert Half expert Amy Mangan shared key recommendations for navigating the job market. Whether you are seasoned talent or new to the workforce, it can be challenging to steer through the ever-changing ad industry.

As sustainability efforts of companies continue to grow, many chief sustainability officers are turning their attention beyond their immediate issues to look at their footprint in marketing and advertising. It can only be beneficial to connect efforts in our industry with those experts, especially in the definition of emissions when it comes to marketing and advertising. We spoke to Bill Wescott, managing partner at Brain Oxygen LLC about this.

Ever since the industry moved away from the commission-based compensation model that was in place through the 1980s, there has been interest in a range of different remuneration solutions.

Simon Au, executive creative director of The Kitchen North America, has built a team of award-winning creative minds challenging the notion that great creative takes time to develop. Simon and his fellow “Cooks” are showing the entire industry that the secret to nimble, on-brand, and culturally minded marketing lies in-house.

Navigating the complexities of global market entry represents a significant challenge for business leaders striving to expand their companies' reach and accelerate new growth. The intricacies of international markets, from cultural nuances to regulatory frameworks, often present formidable hurdles. Moreover, the demands of aligning resources and adapting products, services, messaging, and communications can feel overwhelming.

MFA sites have been back in the news, prompted by the “revelation” that significant portions of major brands’ programmatic spend continues to make its way to these low-quality content sites. So, in this, our first deep dive into the key findings of the study, let’s lay out what MFA are, how they work, why they’re a problem, and what you should do about it.

As the commerce and retail media landscape undergo rapid evolution, astute industry players are presented with a unique opportunity to capitalize on changing dynamics. The rise of non-endemic advertising, where brands advertise on platforms not directly associated with product sales, has opened significant growth avenues for commerce media networks. To effectively seize these opportunities, precise measurement models and strategies have become indispensable.