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Search returned: 62 document(s).
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How Saatva Used Math to Settle the Brand Versus Performance Marketing Debate
Event Recaps June 18, 2026Saatva CMO Joe McCambley used a predictive R-squared model to connect TV impressions to branded search and market share growth. The framework could reshape how marketers justify upper-funnel spending to finance teams.
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Client versus Creator: Turning Tension into Better Influencer Work
Event Recaps May 1, 2026At the 2026 ANA Creator Marketing Conference presented by Pinterest, a high-energy, game-show-style session brought brands and creators face to face to debate common assumptions in influencer marketing. Hosted by Linqia's Finola Austin, the discussion unpacked where client and creator perspectives match, where they clash, and how agencies and marketers can turn early tension into partnerships that actually work.
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Report: Just 10 Percent of B2B Marketers Are Confident They're Reaching the Right Accounts
Marketing News April 27, 2026Just 10 percent of B2B marketers say they are confident they are reaching the right accounts, according to a new AdExchanger, Bombora, and PrograMetrix study. The findings suggest measurement approaches may be lagging behind increasingly complex, full-funnel B2B campaigns.
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Beyond KPI’s: Why Trust and Transparency Drive Stronger Business Relationships
Knowledge Partners February 1, 2026Many organizations measure the performance of their marketing agency, professional services firms and high-value suppliers (“strategic partners”) through metrics such as cost, delivery, and compliance. Unfortunately, fewer measure the quality of their strategic relationships, and this gap creates inefficiency, duplication, and lost opportunity. Teams spend time resolving misalignment instead of improving outcomes.
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Is 'Brand-to-Demand' Falling Out of Favor Already?
B2B November 26, 2025B2B marketers consider brand advertising important, says a new study, but most of them are still in the preliminary stage of developing a branding strategy. The gap between rhetoric and reality carries major risk as an increasing number of younger buyers attuned to branding enter the market and demand more original content.
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Why the Supply-Side Needs to Prioritize Performance Over Scale
Leading Edge November 25, 2025The programmatic industry has spent the better part of the last decade chasing scale. More inventory, more bid requests, more supply sources — all in the belief that volume automatically equals value. The Association of National Advertisers' (ANA) latest Programmatic Transparency Benchmark delivers a sobering reality check: Despite years of supply path optimization efforts, the industry is still wasting $26.8 billion annually on inefficient media transactions.
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Attribution Is Broken — Here’s How to Fix It | On Scope
Podcast Clips November 18, 2025Paul Boruta, founder and CEO at Slingwave, explains why attribution is not working for marketers and shares his thoughts about how to chart a new course, including leaning into what he refers to as the “three pillars of incrementality.”
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84 Percent of Purchases Come from Consumers Primed to Buy | On Scope
Podcast Clips November 5, 2025With WPP Media research showing that 84 percent of purchases are made by people already biased toward a brand, On Scope host Mike Berberich and show producer Ryan Dinger challenge assumptions about the effectiveness of performance marketing.
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Confidence Is the New Competitive Advantage in B2B Marketing
Pulse October 16, 2025This piece discusses findings from the new ANA and NewtonX research report.
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A SaaS-Based MMM Approach Means Innovating in Volatile Times
Leading Edge October 13, 2025T.S. Kelly, Arima's managing director U.S., discussed embracing marketing mix modeling during a time when budget and channel mix decisions are under heightened scrutiny.
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Shelly Palmer on Staying Competitive in the Age of AI
Pulse October 2, 2025From dismantling outdated attribution models to redefining creative workflows, Shelly Palmer offers sharp, actionable insights on how to stay competitive, build future-ready teams, and embrace speed as a strategic advantage.
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Lara Balazs on Generative AI and the Future of Creativity
Pulse September 22, 2025Lara Balazs, CMO and EVP of global marketing at Adobe, discusses balancing short-term performance with long-term brand-building, the transformative effect of generative AI on creativity, and why brand authenticity matters more than ever in an AI-driven world.
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How DUDE Wipes Boosted Sales with Authentic Engagement
Conference Session Videos August 13, 2025In this video, learn how DUDE Wipes achieved seven-figure monthly sales on TikTok Shop by building a network of more than 14,000 unpaid affiliates, running more than 50 hours of weekly livestreams, and prioritizing authentic engagement over polished content.
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ANA Portfolio of Data Solutions: Future-Proof Your Data Strategies
Research Reports August 11, 2025In this report, the ANA introduces the ANA Data Solutions Framework, the definitive portfolio of data solutions for marketers. This portfolio of data solutions covers the critical data strategies marketers need now to be successful.
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The 2025 Impact Pulse: Smarter Media Insights for Today’s Marketer
Webinar Rewinds August 8, 2025In this webinar, the ANA's Jeni Neiswonger and John Follett from Demand Metric unveiled the key findings from the 2025 ANA Impact Pulse — formerly the Response Rate Report — the industry’s trusted source for directional media performance insights across email, social, paid search, display, and direct mail.
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DUDE Wipes Abides by TikTok
Event Recaps July 17, 2025DUDE Wipes achieved seven-figure monthly sales on TikTok Shop by building a network of more than 14,000 unpaid affiliates, running more than 50 hours of weekly livestreams, and prioritizing authentic engagement over polished content.
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Highlights from The Multiplier Effect: A CMO’S Guide to Brand-Building in the Performance Era
Event Recaps June 18, 2025Learn how to unlock exponential growth by integrating brand equity with performance tactics, turning advertising into a high-impact growth driver.
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Brand Building in the Performance Era
Conference Session Videos June 17, 2025In this video, Ann Marie Kerwin from WARC presented findings from The Multiplier Effect, a collaborative report emphasizing that successful marketing requires integrating brand-building and performance strategies rather than treating them as separate silos.
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Data Is the Engine, Not the Afterthought, of Performance Marketing
Leading Edge May 7, 2025Data has become the non-negotiable foundation of performance marketing. With today's abundance of information, marketers can gain deeper understanding of audiences and campaign effectiveness, leading to refined strategies, improved targeting, and superior results. Relying on intuition alone is no longer viable. Neglecting data represents not just inefficiency but a significant competitive disadvantage given unprecedented access to consumer behavior, engagement, and conversion pathways.
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Performance versus Brand: Can Values Unlock Success in Both?
Leading Edge April 14, 2025For years, marketers have wrangled with the balance between brand and performance marketing; between building long-term equity and driving immediate conversions. Which one is more important? While long-term customer relationships are critical, it only matters if your brand has the revenue to move forward today. Too often, this industry conversation is framed as an either-or trade-off.
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