Industry Insights | Marketing Knowledge Center | ANA

Industry Insights

  • With Cookies Gone, Everything Old Is New Again

    Industry Insights   December 19, 2023  

    For the digital ad industry, 2024 marks a significant turning point with the demise of third-party tracking cookies. As advertisers bid farewell to these familiar tools, they are compelled to navigate a new world of targeting. Among the promising alternatives that have emerged, contextual targeting shines as a leading alternative.

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  • Should Your Brand Tackle Political Content?

    Pulse   December 18, 2023  

    Many companies, big and small, struggle with hitting the right balance when tackling political issues, and/or responding to current events. 2024 will be an especially difficult year for brands as it is an election year in the U.S. For many marketers, this will require a delicate balance of acknowledging the climate while also making strategic choices based on what the brand's mission and vision are, as well as who the target audience is.

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  • What Role Should Brands Play in a Global Crisis?

    Industry Insights   December 18, 2023  

    Once upon a time, brands and politics didn't mix... or at least some topics were considered taboo by most organizations. The rise of social media, the constant expression of personal opinions, the speed at which misinformation flows, corporate interest in customer values, and even commitments to purpose, have changed how many brands communicate in a post-COVID world.

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  • The No Fakes Act and the Right of Publicity in the Age of Generative AI

    Industry Insights   December 15, 2023  

    The generative AI market is growing rapidly and is estimated to increase from $40 billion to $1.3 trillion by 2032. Generative AI refers to artificial intelligence that learns the patterns of content created by people and uses that information to create new content, such as music and videos. Generative AI is touted to boost efficiency, improve customization, and expand creative expression.

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  • What's on the Horizon for Marketing in 2024?

    Industry Insights   December 15, 2023  

    While no one can say for sure what the new year will bring, it seems likely that the marketing industry will see more changes to transparency, accountability, privacy, automation, and the general utilization and capabilities of generative AI.

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  • 6 Strategies for a Cookieless & Privacy-by-Design Future

    Industry Insights   December 14, 2023  

    With impending third-party cookie deprecation and evolving privacy regulations, marketers face new challenges in reaching customers and measuring campaign performance. Here are key tactics to prepare for marketing success in a post-cookie, privacy-by-design world — and gain a competitive advantage in 2024.

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  • How These Two SMBs used Instagram Videos to Drive Awareness

    Budgeting Brilliance (Campaigns ≤ $400,000)   December 14, 2023  

    Two SMBs that leveraged Instagram to engage consumers are Young People’s Theatre (YPT) and Erigo. Both brands were able to connect with consumers and drive measurable results with video campaigns that took advantage of the platform’s unique video strategy formats.

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  • Here's How to Reduce the Carbon Cost of Your Digital Campaigns

    Industry Insights   December 13, 2023  

    The holidays are coming. And you know what that means: lots of presents, festive drinks, family fights over the dinner table, and erm, the amount of greenhouse (GHG) emissions going up. So, how can digital advertisers stay off the naughty list and reduce the carbon emissions generated by their holiday ads without sacrificing performance? Well, here are our suggestions.

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  • Untangling the Web of IP Addresses

    Industry Insights   December 13, 2023  

    In today's digital age, the world of advertising has undergone a remarkable transformation, with many marketers now relying heavily on the intricate web of IP addresses to target their audiences effectively. However, beneath the surface of this seemingly straightforward technology lies a labyrinth of complexities that challenge advertisers and data analysts alike.

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  • Wellow CEO Discussed How to Meet Customer Needs with Innovation

    Industry Insights   December 13, 2023  

    ANA staffer Mike Berberich interviewed Michael Aaron Flicker, CEO of Wellow.

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  • Creative and Audience Modeling Should Be Front and Center

    Industry Insights   December 12, 2023  

    The linchpin of digital advertising going forward won't be yet another form of third-party user tracking, though first-party data will play a role. In a back-to-the-future twist, it will be creative — and the AI-powered modeling that, in the absence of third-party cookies and mobile IDs, allows it to be effective.

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  • Has OOH Found Its Home Further Down the Funnel?

    Industry Insights   December 12, 2023  

    The world of advertising, if imagined as a spectrum, can be visualized as stretching from mass broadcast to individual communication, from passive consumption to interruption, and from non-measurable awareness campaigns to highly measurable conversion-driven tactics.

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  • What Role Can Generative AI Play in Marketing Effectiveness?

    Industry Insights   December 12, 2023  

    The potential of generative AI to revolutionize marketing has been widely reported and discussed this year. McKinsey has estimated that gen AI could increase the productivity of the marketing function by a value between 5 and 15 percent of total marketing spend, while a Bloomberg Intelligence report suggested gen AI-driven ad spend is set to grow by 125 percent to $192 billion over the next 10 years.

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  • 4 Pieces of Marketing Advice That Will Never Go Out of Style

    Industry Insights   December 11, 2023  

    ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

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  • AI Adoption: 9 Ways Leaders Are Suffering Inadequate Implementation

    Industry Insights   December 11, 2023  

    In today's fast-paced and technology-driven world, artificial intelligence (AI) has emerged as a transformative force that holds the potential to revolutionize the way we work, make decisions, and interact with technology. AI promises greater efficiency, data-driven insights, and enhanced productivity, making it a valuable tool for businesses across various industries. Yet, despite the promises of this cutting-edge technology, many leaders find themselves grappling with the challenges of effectively implementing AI in the workplace.

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  • ANA 2023 Marketing Word of the Year: AI

    Industry Insights   December 11, 2023  

    Since 2014, the ANA has surveyed its members to identify the marketing word of the year. The 2023 winner is “AI.”

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  • Engaging Today’s Multi-Dimensional Business Audiences with a Multi-Faceted Marketing Mindset

    Industry Insights   December 9, 2023  

    NBCUniversal’s Nicole Lee explains how B2B marketers can capitalize on the growing multidimensional nature of today’s business audience by evolving and customizing advertising strategies with an audience-led and data-informed approach.

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  • A Picture’s Worth a Thousand Words – But Are They the Right Ones?

    Industry Insights   December 8, 2023  

    It’s long been said that an image is worth a thousand words. Expressions, lighting, context and scenery, movement, color, and gestures are some of the elements that photography uses to deliver complex and layered messages that can be “read” in an instant. It’s for this reason that photography is one of the most potent tools that advertisers and marketers can use, when they have just a few milliseconds to claim the attention of their audiences.

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  • Email Re-Engagement: How to Win Back

    Industry Insights   December 7, 2023  

    Maintaining an engaged audience can be a constant challenge for marketers today. But what if you could rekindle the interest of those who have drifted away?

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  • How Brands Can Work with Creators to Capture Seasonal Moments

    Industry Insights   December 6, 2023  

    Seasonality is a cluttered space for brands. We often see the same messages rolling out on loop, with brands following category conventions and packaging up old messages in a fancy new ad. So, it’s little surprise that partnering with influencers in the battle for cut-through is gaining traction; it’s an effective way to tap into the unique traits that have made creators popular with their specific audience. Influencers' opinions carry credibility, and their audience trusts them.

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