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  • Fitness Brands Are Working It Out

    ANA Magazine   April 16, 2021  

    When lockdowns began in March 2020, they accelerated a change in consumer behavior that gyms and other fitness studios had seen coming at a gradual pace for years. Wearables, health tracking apps, and digital media fitness experiences moved to the forefront, and brands had to adapt digital technology like apps and livestreams quickly to meet customers in a new setting — their living rooms.

  • The New Crisis of Trust In CTV

    Forward   April 15, 2021  

    Amid the rapid growth of connected TV (CTV), marketers are already seeing evidence of fraudsters moving in fast to take advantage of the medium. Ensuring an appropriate industry response and establishing a dialogue regarding fraud in CTV is vital for publishers, tech companies, and advertisers. After all, CTV’s share of media consumption is only going to grow.

  • The Lockdown Opens Up E-Commerce for B2B Marketers

    B2B Marketer   April 14, 2021  

    Call it a feedback loop: Sales reps are under increasing pressure to sell their wares via multiple channels, and B2B marketers need to support these efforts by supplying a steady flow of relevant content for every stage of the buying cycle. At the same time, marketers need to generate revenue regardless of channel, which means steering more and more of their customers to e-commerce platforms.

  • How Marketers Capitalize on the Trust Deficit

    ANA Magazine   April 9, 2021  

    The pandemic has had a devastating effect on the country’s health, economy, and psychological well-being. It’s also contributed to a severe lack of trust in major institutions, according to Edelman’s 2021 Trust Barometer. As the U.S. starts to recover from the virus, people are looking to companies to fix problems the government can’t.

  • Plastic for Good

    Greater Good   April 5, 2021  

    After graduating from college, Paul Boudreau set his sights on changing the world. And he has — in a big way — by transforming the plastics industry through biodegradable and compostable bioplastic materials.

  • A Frictionless Holiday Shopping Experience Is Still a Work in Progress

    ANA Magazine   April 2, 2021  

    Brands may need to assuage any hard feelings among consumers who believe they got stiffed during last year’s holiday buying season amid a wave of deliveries. Being transparent with customers about return policies is a good place to start — and an opportunity to strengthen relationships that many marketers may be missing.

  • B2B Marketers Learn What It Means to Live in the Moment

    B2B Marketer   March 31, 2021  

    Despite working from home for the past year, business pros are tapping into mobile apps to do their bidding. With a growing reliance on mobile platforms, buyers are cutting to the chase even quicker than before the pandemic hit, and B2B marketers must respond accordingly.

  • Branded Content Is Getting to Be a Real Scene

    ANA Magazine   March 26, 2021  

    The growing investments in dedicated brand content studios suggest that CMOs believe their futures lie in entertainment rather than killer ad creative. As the trend accelerates, the challenge for marketers will be to produce the kind of organic, emotionally driven content that will resonate with audiences.

  • The Brand-Led Effort Driving COVID-19 Vaccinations

    ANA Magazine   March 24, 2021  

    More than 300 brands are participating in the Ad Council's COVID-19 Vaccine Education Initiative, rolling out various advertising campaigns that urge people to get vaccinated and address those who are reluctant to get the shot.

  • Brands Wager on Sports Betting Advertising

    ANA Magazine   March 19, 2021  

    As online sports betting grows popular in the U.S., it’s creating new opportunities for brands. But hesitation around how it might affect a brand’s reputation, along with eyebrow-raising legislation in Europe, may undermine what could be a sure bet.

  • Can B2B Marketers Take the Lead Post-Pandemic?

    B2B Marketer   March 17, 2021  

    It’s no longer about sales and marketing alignment per se. It’s about two teams working in tandem to drive revenue and nurture relationships, as the pandemic has provided an opportunity for B2B marketers to steer the relationship in a fundamentally new direction.

  • In-House Ad Agencies Are Gaining Room to Maneuver

    ANA Magazine   March 12, 2021  

    Having earned the trust of internal stakeholders, in-house agencies at The Hershey Co., Walgreens, and other mega retailers are quickly expanding their roles and responsibilities. Amid the pandemic, new tasks range from producing ads to selling them.

  • Advertisers Pick Their Spots for Streaming TV Carefully

    ANA Magazine   March 10, 2021  

    As consumers migrate to streaming services in droves, more and more brands hop on board to supplement their spending on linear TV. But the tide may be turning in favor of streaming services. Product placement may never be the same.

  • New Guidance on Brand Guidelines

    ANA Magazine   March 5, 2021  

    For brands born to a digital world, such as Uber, Twitter, or Airbnb, establishing a detailed set of brand guidelines is a natural course of action. But for more traditional brands forced by the pandemic to adjust to a future online, developing a digital-friendly set of brand guidelines may come with a bout of growing pains.

  • How B2B Customers Like to Get Their Information

    B2B Marketer   March 3, 2021  

    A new report explores the “consumption gap,” or the time between when content is requested and the moment it’s opened for consumption, and how this varies according to job title. As B2B buyers become even more elusive, it’s incumbent upon marketers to distribute their content more strategically and strengthen their measurement efforts.

  • Flour Power

    Greater Good   March 1, 2021  

    King Arthur Baking Company, the oldest flour company in the U.S., saw flour sales increase 80 percent in 2020 compared to the previous year. Here’s how the employee-run company made it happen amid a pandemic.

  • Keeping the Lights On Broadway

    ANA Magazine   February 26, 2021  

    Theaters and other live performance venues are following changes in consumer behavior closely and creating new media plans that try to anticipate what people will want once they start returning to live theater. While the streaming of Broadway shows has helped keep theater in the public eye amid the pandemic, virtual shows pale in comparison to the real thing.

  • Bridging the STEM Gap

    Greater Good   February 22, 2021  

    Girls4Tech, a program founded in 2014 by Mastercard’s Susan Warner to inspire young girls about careers in STEM, has already far surpassed its initial goal of reaching 200,000 girls by 2020. The future looks even brighter.

  • Will Megacasts Become Mega-Popular?

    ANA Magazine   February 19, 2021  

    It’s up in the air whether megacasting will become the new normal. But running the same program across disparate networks should attract brands looking to land new audiences and stretch their marketing dollars.

  • Marketers Fuel the Inside Track for Outbound Calls

    B2B Marketer   February 17, 2021  

    Marketers stress that outbound calls should cater to specific accounts, personas, and/or industries, and they should be integrated within the cadence of email campaigns so that every call is highly relevant. “Spray and pray” has run its course.


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