Industry Insights | Marketing Knowledge Center | ANA

Industry Insights

  • How J&J's Social Responsibility Agenda Translates to Media Decisions

    Industry Insights   January 9, 2023  

    Adam Benaroya is director, global media capabilities + operations at Johnson & Johnson Consumer Health. He will be a speaker at the Association of National Advertisers Media Conference in February. ANA Group Executive Vice President Bill Duggan recently sat down with Benaroya for a pre-conference interview.

    view
  • Ford's Marla Skiko on Inclusion, Diversity, and Gaming

    Industry Insights   January 6, 2023  

    Marla Skiko is Global Head of Consumer Connections, Marketing at the Ford Motor Company. She will be a speaker at the ANA Media Conference in February. Bill Duggan, Group Executive Vice President at ANA, sat down with Marla for this interview.

    view
  • 5 Things That Should Guide Your 2023 Brand Strategy

    Industry Insights   January 5, 2023  

    The pandemic forced brands and business leaders to acknowledge just how little control they have over the direction and rate at which their enterprises evolve. Representing the single greatest impetus for forced evolution in modern times, COVID-19 pulled the tablecloth out from under all of us. Some shattered. Some tipped over. And some stayed standing, thanks to a surer footing and better position than their counterparts.

    view
  • The Top 5 Marketing Trends for 2023

    Industry Insights   January 5, 2023  

    It’s that time of year when we look into the crystal ball to get insight into trends that will impact the way business is done in the year ahead. From my perspective, I see an exciting trove of classics that when combined with newer iterations of AI and chatbots tech will really drive consumer connection. Let’s take a look.

    view
  • The Fashion Industry Needs to Reduce Its Carbon Footprint

    Industry Insights   January 4, 2023  

    Current trends in fashion consumption and production cannot be maintained if the industry wants to reduce its carbon footprint. The manufacturing and logistic practices of clothing brands and their supply chain partners have environmental implications that amount to four percent of global emissions.

    view
  • What Brands Misunderstand About Influencers

    Industry Insights   January 4, 2023  

    The creator economy is on fire, and brands are turning to influencer campaigns to increase their ROAS as the digital advertising ecosystem shifts and CPMs rise. Unfortunately, most brands fail to work effectively with creators and influencers.

    view
  • The Hurdles Facing MRC Outcomes and Data Quality Standards

    Industry Insights   January 3, 2023  

    When we think about media metrics, the industry has created a measurement buffet. For example, it wasn’t long ago that Nielsen was the standard delivery measurement for TV. Today we have Comscore, TVision, and iSpot, among others. Media agencies and brands can choose delivery metrics with ratings or impressions; consumer metrics via attention or engagement. This environment of non-standardized media metrics leads to a lot of choice – and a lot of confusion.

    view
  • What Publishers Need to Know About the Metaverse

    Pulse   January 3, 2023  

    The metaverse is being presented as an exciting opportunity for brands and consumers alike, and while some consider it an exciting future, there are likely more challenges ahead than real and sustainable business and content models.

    view
  • U.S. Commercial Production Tax Incentives

    Industry Insights   December 27, 2022  

    Tax incentive programs started to appear about 30 years ago in the film and television industries to keep U.S. productions from going offshore for lower costs. The purpose of this paper is to provide an overview of these incentives, outline the process for participating, and make advertisers aware of these incentives.

    view
  • The Future of Privacy: Predictions for 2023

    Industry Insights   December 21, 2022  

    The hot-button issue of consumer privacy has been building, with more consumers aware than ever of targeted advertising practices. With a new year on the horizon, the industry will begin to see regulatory changes as early as January 2023. But what will these new privacy regulations mean for digital advertisers, and how can they ensure their businesses’ success in its midst?

    view
  • Let’s Extend the Season of Togetherness into 2023 Planning

    Industry Insights   December 20, 2022  

    According to Bombora Company Surge, during the past 90 days, interest in marketing strategy and digital strategy increased more than any single marketing topic across business services, construction, and manufacturing.

    view
  • More Inclusive Marketing Makes the World a Better Place

    Industry Insights   December 20, 2022  

    I recently toured the University of Georgia campus with my son and noted a display in the library about the historic integration of the school in 1961 when a judge ordered the immediate admission of two Black students, Hamilton Holmes and Charlayne Hunter. I looked at the black and white photos of these brave young adults and wondered, how did they feel? History tells us they were met with taunts and crowds throwing bottles and bricks. It must have been terrifying.

    view
  • B2B Marketers Prioritizing Data and Technology to Succeed in 2023

    Industry Insights   December 19, 2022  

    A recent survey conducted by Ascend2 found that data and investing in technology are major focuses to help B2B marketers navigate an uncertain economy. The study found that 78 percent of large B2B marketing organizations experienced a growth of 10 percent or more in 2022 through a heavier reliance on digital channels and renewed spending from clients ready to move past the pandemic.

    view
  • How Advertisers Can Inspire Family Travel This Season & Beyond

    Industry Insights   December 19, 2022  

    The holiday season is one of the most popular times of the year for family travel. Whether it’s visiting relatives or gifting loved ones with a vacation, the decisions around when, where and how to travel often involve multiple stakeholders. With each traveler having different interests and opinions, how do you get the entire family on the same page when deciding where to go and what to do?

    view
  • Rethinking In-Game Advertising

    Industry Insights   December 19, 2022  

    There is an enormous advertising opportunity in gaming. The global market for in-game ads is expected to reach $18 billion in the next five years, and a recent survey conducted by Deloitte found that gen Z gamers spend, on average,12 hours per week playing video games. However, the reach of this captive audience, especially for high-end gaming typically found on PCs and consoles, is only nearing its potential.

    view
  • Video Games Offer Effective Brand Activations for Families

    Industry Insights   December 19, 2022  

    The global COVID-19 pandemic accelerated the use of screens and created an uptick in gaming (primarily due to the need for human interaction and the expanded variety and accessibility of video games). In fact, a 2021 Frontier survey of more than 1,000 parents showed that nearly 63 percent of parents with at least one child (aged 5 to 17) who played video games reported that video games had a positive impact on their child.

    view
  • Click and Mortar: The Future of Retail Shopping Experiences

    Industry Insights   December 16, 2022  

    Hybrid shopping experiences intertwining in-store and digital experiences are the key to differentiating your brand in the modern, overcrowded commerce landscape. It’s become a non-negotiable for retailers to have an online presence, but brands can enhance their customer experience and stand out from competition by integrating these shopping experiences.

    view
  • Performance Marketing Needs Top of Funnel Awareness

    Industry Insights   December 16, 2022  

    Brand marketers have been battening down the hatches as they navigate the current macroeconomic and geopolitical storm. While much of the conversation and strategizing has been around budgets and profit and loss (P&L) maneuvering with uncertainty clouding the horizon, it would be wise for brands to also allocate bandwidth to proactively devise a digital advertising strategy for 2023 and beyond. The “beyond” in this instance could be inferred as the paradigm shift from the era of personalized advertising to the era of personified advertising.

    view
  • Stop Worrying About Signal Loss and Concentrate on the Gains

    Industry Insights   December 16, 2022  

    The latest version of the IAB’s State of Data report makes it clear that the ad world is deep into an era of signal loss. Cookie deprecation looms, yet its state regulations that will likely deliver the crippling blow to behavioral targeting as we know it.

    view
  • How to Improve Customer Retention Among First-Time Holiday Shoppers

    Industry Insights   December 15, 2022  

    As retailers prepare for another rollercoaster of a holiday season, they have a lot to look forward to. After 2021 saw a 17-year high of holiday shoppers spending 8.5 percent more year over year (YOY), forecasters predict continued growth despite the threat of a recession and looming inflation on the horizon.

    view