Marketing Knowledge Center | ANA

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Industry Insights

Innovative Engagement Strategies for Entertainment Advertising

by David Ferialdi, 30 minutes ago

In an over-saturated market with limitless viewing options, the entertainment industry faces a formidable challenge: How can a new release stand out and become a blockbuster rather than a flop? Traditional formats and strategies, once reliable, now falter in the face of evolving audience behaviors and fragmented platforms.

Pulse

Cassandre Charles of TIAA on the Importance of Cultural Alignment

by Denise McDevitt, 1 day ago

ANA's Denise McDevitt connects with Multicultural Excellence Awards judge and TIAA’s senior director, multicultural marketing & communications, Cassandre Charles.

Pulse

How This Challenger Beauty Brand Used Influencers to Become Target’s No. 1 Shave Brand

by Dominick Fils-Aimé, 1 day ago

When influencer Carly Joy posted an authentic video instructing women on how to shave their nether regions, the brand featured in the video saw it as a unique marketing opportunity. The post, which amassed over 17 million views, inspired Soyoung Kang CMO of eos products to fire off a text to Kerry McKibbin, partner and president at Mischief @ No Fixed Address, the brand’s creative agency.

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Ask the Expert Answers

Compendiums based on ANA Member research requests.

Case Studies

Results of award-winning marketing campaigns.

CMO Content

Insights driven by ANA’s CMO Growth Council.

Event Recaps

Summaries of presentations at ANA events.

Industry Insights

Blog posts written by ANA staff and outside contributors.

Knowledge Partners

Third-party content submitted by agencies and brands.

Money Slides

The best slides from presentations at ANA events.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

Research Studies

Proprietary current practices and attitudes of marketers.

Training Takeaways

Career-critical insights drawn from expert-led trainings.

Videos

ANA's library of replays, highlights, and original video content.

ASK Answers

Compendiums based on ANA member research requests.

AI Marketing and Ethics Issues: Bias, Privacy, Transparency, and More

6 days ago

What ethical risks and issues come along with using AI (Artificial Intelligence) in marketing?

AI and Generative AI in Marketing

1 week ago

How has the rapid development of artificial intelligence, especially generative AI, affected marketing and brands?

Case Studies

Results of ANA Award-winning marketing campaigns.

USAA Leverages the Army-Navy Game to Attract Customers

1 day ago

The Army-Navy Game presented by USAA offered the organization an excellent opportunity to reflect its brand values and showcase its products and services to a large cross-section of members and prospects. USAA leveraged sponsorship rights and tactics to develop a campaign aligning with fan passion-points while supporting marketing objectives.

National Grid Promotes Energy Efficiency

5 days ago

National Grid undertook a multi-year campaign to encourage its customers to pursue greater energy efficiency.

SAP Riffs on the Day’s News with AI-Generated Images

5 days ago

SAP leveraged AI image-generation to accelerate the creative cycle, allowing it to pitch its technology to mid-size companies.

CMO Content

Insights driven by the ANA's Global CMO Growth Council.

The UN Live at the Global CMO Growth Council Leadership Assembly in Cannes, 2024

4 days ago

Speaking at the Global CMO Growth Council Leadership Assembly in Cannes, Katja Iversen, CEO of the Museum for the United Nations (UN Live), emphasized the organization's mission to inspire sustainable behavior by engaging people globally.

How CMOs Are Shaping Their GenAI Future

3 weeks ago

According to our 2024 survey in partnership with Boston Consulting Group (BCG), of over 200 CMOs in seven countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.

2024 CMO’s Guide: A Compendium of Cases from Brands Driving Business Growth and Innovation with Generative AI

1 month ago

Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.

Industry Insights

Blog posts written by ANA staff and outside contributors.

Event Recaps

Summaries of presentations at ANA conferences and committee meetings.

AI Regulation and Advertising Privacy in the Digital Age

4 days ago

As AI reshapes the landscape of digital advertising, understanding the legal intricacies of regulation and advertising privacy laws is paramount. This session delved into current and upcoming regulations affecting AI applications in advertising, privacy, data protection, and consumer rights.

Unlock Billions in Programmatic Media Efficiency

4 days ago

In this session, speakers discussed action steps marketers can take to help optimize their investment in programmatic media including the optimal number of websites for a campaign, direct supply chain contracts, the benefits of inclusion lists, the prioritization of ad quality over cost, and more.

ANA's Roadmap in the Evolving Digital Landscape

5 days ago

ANA’s CEO Bob Liodice provided insights into navigating today's dynamic ecosystem. This session dove into key areas including the disruptive forces of AI, fragmentation in CTV, the impact of retail media networks, maximizing programmatic spend, and the evolving landscape of creator marketing.

Knowledge Partners

Third-party content submitted by agencies and brands.

A Marketer’s Guide to Major Measurement Methods and Triangulation

5 days ago

Ekimetrics provides a general exploration of key measurement methods, what they’re used for, and how insight and effectiveness teams use various data and techniques to build the effectiveness narrative in the privacy age.

Four Strategies for Connecting with Your Customers Through Zero-Party Data

6 days ago

Transactional data, like purchase history, and behavioral data, like pages viewed, tell marketers the what, the how, and the where. But it’s only zero-party data, also known as declared data, that tells marketers the why.

Going Beyond Points for the Ultimate Loyalty Program

6 days ago

Phaedon shared examples from successful loyalty efforts to help brands discover how to go beyond points to increase the efficacy of their loyalty programs.

Money Slides

The best standalone PowerPoint slides from presentations at ANA events.

Consumer Perceptions of Women in Ads, by the Numbers

4 days ago

SeeHer and LG Ads share research that illuminates perceptions of how women are portrayed in ads and how these perceptions have shifted between 2021 and 2023.

Female Behaviors While Watching CTV and After Seeing an Ad on CTV

4 days ago

SeeHer and LG Ads share research that reveals the activities that women most often engage in while watching CTV, as well as the activities that they most frequently perform after seeing an ad on CTV.

In 2023, Diverse-Owned Media Climbed to 2.5 percent of the Mix

1 week ago

Marketing solutions provider Guideline shares data that illustrates the gains made by diverse-owned media in the 2020s.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

E-commerce Quick Win Package

4 months ago

ANA's E-commerce Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when activating and growing ecommerce at your company.

E-commerce Cheat Sheet

4 months ago

Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.

E-commerce Checklist

4 months ago

Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.

ABM Strategy Playbook

4 months ago

Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.

Research Studies

Proprietary current practices and attitudes of marketers.

ANA Ethics Code of Marketing Best Practices

4 days ago

The ANA Ethic Code of Best Marketing Practices is a framework of high-level principles, guidelines, resources and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising.

2024 ANA Business Marketing Practice — Marketing Impact Measurement Study

3 weeks ago

This study and “first-look” discussion guide report explores how to address the “snowflake” problem — that every senior marketing role appears to be uniquely defined. Aspects of the study included C-suite interviews, extensive marketing literature, and contextual industry analysis.

Programmatic Transparency Benchmark

1 month ago

The ANA and TAG TrustNet have released early findings from their first quarterly Programmatic Transparency Benchmark Study, which seeks to collect, reconcile, and analyze ANA members’ log-level data to establish supply chain metrics against which individual can regularly assess their own programmatic campaigns.

Training Takeaways

Get smarter at a glance with career-critical insights drawn from expert-led trainings.

Aligning the Customer Journey to Goals: Lead Gen Versus Retention

5 months ago

The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.

Four Tips for Finding Your Most Valuable Direct Mail Audience

5 months ago

To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.

Three Advantages of Direct Mail Retargeting Technology

5 months ago

Direct mail retargeting delivers multiple touchpoint opportunities for customers who have engaged with your brand. This technology provides consistency across touchpoints as customers consider and evaluate decisions while navigating their path to purchase. Adopting this approach offers marketers three key advantages as “front-end” activity triggers valuable responses on the back end of the technology.

Videos

A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.

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Blogs

Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.


Marketing Futures

With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.


ANA Magazine

Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.


Podcasts

Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.

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