Search Marketing Knowledge Center

Programmatic Trends and Best Practices

Ask the Expert Answers January 25, 2023

What are some trends and best practices in programmatic media buying?

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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.

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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.

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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?

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Lack of Transparency Limits Trust

Industry Insights December 7, 2022

The question often asked of senior marketers by their C-suite peers and in turn by marketers of their agency partners is: “Are we getting optimal value in return for our marketing investment?” This is a simple question, but one that is not easily answered given the breadth and intricacies of an advertisers marketing communications investment.

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How Haleon is Protecting Media Value and Driving Growth

Event Recaps December 7, 2022

Haleon described how it refocused its media strategy on effectiveness.

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Advertising Winners and Losers: Predictions for 2023

Event Recaps December 7, 2022

Laura Martin of Needham & Company projected future winners and losers in the world of advertising.

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Can't Find What You're Looking For? Try the ASK Research Service.

Ask the Expert Answers December 6, 2022

ANA members have access to a free team of researchers who are able to pull the best content and resources for your marketing challenges.

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Media Procurement in an "Unboss" Culture

Event Recaps November 30, 2022

Representatives from Novartis reviewed the organization’s “unboss” culture — which aims to empower employees to be more innovative and collaborative — and explained how this culture has been applied across its complex procurement function.

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The Myers Report: Upfront Inflation

Knowledge Partners November 23, 2022

Following the 2022/23 Upfront, The Myers Report polled senior buying executives across multiple agency organizations to gather its annual survey of upfront inflation rates. This report details their aggregate responses across various marketplaces.

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The Great Unification of Converged TV

Knowledge Partners November 18, 2022

To better understand today’s “converged TV” market, Innovid worked with a third-party firm to survey more than 250 brand and agency advertisers in September 2022.

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What Marketers Should Look for in Ad-Supported Streaming Services

Event Recaps November 2, 2022

At a November 2022 ANA Members-Only Conference, Roku identified key traits that ad-supported streaming services should offer if marketers are hoping to optimize their advertising with them.

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What Marketers Should Look for in Ad-Supported Streaming Services

Conference Sessions November 2, 2022

In this video, Roku identified key traits that ad-supported streaming services should offer if marketers are hoping to optimize their advertising with them.

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Aligning on Agency Search

Industry Insights October 17, 2022

During the pandemic there were various reports of bad business practices in the agency search and pitch process. The bad practices were found on both the client and agency side of the process. Many of the bad practices cited in the trade press stemmed from inconsistencies in the agency search and selection process. These bad practices leave both client and agency yearning for opportunities to simplify the process and in turn, benefit the business – and the industry as a whole.

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