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  • Tapping Into the Power of Generative AI for Strategic Marketing Transformation

    Research Reports   September 8, 2023  

    The introduction of consumer-friendly generative AI has potential implications similar to major tech advancements like the internet and smartphones. With over 100 million users in months, it's poised to reshape industries, especially marketing. Amid rapid changes, marketers face challenges and opportunities. This ANA guide offers insights, applications, and steps for leveraging generative AI in marketing strategies.

  • Guidelines for Getting Started When Investing with Diverse Media Companies

    Research Reports   September 6, 2023  

    The ANA and the 4A’s partnered on a new set of guidelines designed to help companies increase their investments in diverse media companies. The guidelines are intended to help those marketers who are interested in supporting diverse suppliers but are still sitting on the sidelines and not sure where to begin.

  • ANA Programmatic Media Supply Chain Transparency Study

    Research Reports   August 3, 2023  

    The ANA teamed with risk advisory firm Kroll to field a study with the goal of illuminating, clarifying, and demystifying the U.S-based programmatic supply chain.

  • ANA/4A’s Cost of the Pitch

    Research Reports   July 18, 2023  

    Agencies devote significant resources to the defense of an existing account when put into review and to the pursuit of new business. Research from the ANA and 4As identified a significant cost to the client when they run a review as well, as it is a time-consuming and resource-intensive process.

  • ANA Programmatic Media Supply Chain Transparency Study — Kroll Report

    Research Reports   June 20, 2023  

    Kroll served as the investigative/qualitative research partner for ANA's study focused on open web programmatic advertising. Insights from Kroll have been integrated into the “First Look” report, and the full report from Kroll will be available soon.

  • ANA Programmatic Media Supply Chain Transparency Study — First Look

    Research Reports   June 19, 2023  

    An ANA study focused on open web programmatic advertising, a $88 billion global market. This “First Look” report will allow for public discourse to commence, laying the groundwork for a more detailed, complex, and completely integrated Phase 2 report in a few months.

  • SeeHer Research and Member Report — May 2023

    Research Reports   May 19, 2023  

    SeeHer provided an update on the progress the organization is making to drive accurate representation of women and girls in media through the integration of the GEM suite of measurement solutions into the full creative development and media planning and buying cycle.

  • The Continued Rise of the In-House Agency: 2023 Edition

    Research Reports   May 2, 2023  

    Every five years since 2008, the ANA has surveyed our members on the topic of in-house agencies. Findings in 2023 show that eighty-two percent of ANA members now have an in-house agency — up from 78 percent in 2018, 58 percent in 2013, and 42 percent in 2008.

  • The Marketing Community’s Support of Diverse Suppliers

    Research Reports   April 4, 2023  

    This research is based on a survey of the ANA database of certified diverse suppliers serving the marketing/advertising industry. One finding is that there has been a notable uptick in investment from the marketing/advertising community toward diverse suppliers.

  • CDP Playbook: How to Succeed with Customer Data Platforms

    Research Reports   March 13, 2023  

    This ANA playbook, created in partnership with CDP Institute founder David M. Raab, defines what a CDP is, what it can do for marketers, where it can fit in an organization’s tech stack, and the steps necessary to consider which solution may best suit your brand’s needs.

  • Retail Media Networks: A Forced Marriage or Perfect Partnership?

    Research Reports   January 30, 2023  

    According to eMarketer 2022 was “the year of retail media networks." The ANA fielded a landmark survey of our members’ usage, attitudes, and future intentions regarding RMNs, followed by qualitative interviews with senior marketer members to gain additional learning, insights, and context.

  • ANA In-House Agency Fact Book — 2023

    Research Reports   January 25, 2023  

    The ANA In-House Agency Fact Book highlights the structure, capabilities, and operations of in-house agencies at ANA corporate member companies.

  • Industry Perspectives on the Transition to a Multi-currency TV Market

    Research Reports   January 12, 2023  

    Deloitte, CIMM, The 4A’s, and the ANA joined forces to provide insights and perspectives on the transition to a “multi-currency” TV market.

  • ANA Response Rate Report, 2022

    Research Reports   January 5, 2023  

    The 2022 ANA Response Rate Report is an example of how the ANA takes on the role of industry thought leader, providing the tools and benchmarking studies its members need to plan and optimize their marketing mix while forecasting future marketing impact and driving long-term sustainable growth.

  • Trends in Agency Compensation, 18th Edition

    Research Reports   November 30, 2022  

    For more than 50 years, the ANA has fielded a unique and comprehensive agency compensation survey among client-side marketer members. According to the results of the latest ANA’s Trends in Agency Compensation survey, fees, particularly labor-based fees, are the most dominant method of compensation today.

  • A Diversity Report for the Advertising/Marketing Industry (2022)

    Research Reports   November 7, 2022  

    This report from ANA and ANA's Alliance for Inclusive and Multicultural Marketing (AIMM) reveals that representation of women in the industry overall and in leadership positions continues to be strong and that there has been an increase in the ethnic diversity of the marketing teams of ANA member companies.

  • AIMM Diversity Report: Compendium of Historical Member Case Studies

    Research Reports   November 7, 2022  

    Throughout the years, AIMM’s Diversity Report for the Advertising/Marketing Industry have included compelling case studies from ANA Members’ DE&I initiatives. This is a compendium of the premiere cases presented.

  • ANA/4A’s Agency Search Simplification Report

    Research Reports   September 29, 2022  

    The ANA and the 4A’s surveyed their respective members to understand the various pain points in the agency search process, as well as their value (or lack thereof) to the overall process. This report contains the results of that survey, as well as key findings, conclusions, and next steps.

  • The Future Is Mainstream Green: Introducing a New Growth Strategy

    Research Reports   September 23, 2022  

    This report, part of the CMO Sustainability Accelerator, outlines a roadmap for how to achieve “Mainstream Green” — defined as driving sustainable choices by all consumers, not just those who are moved by sustainable claims.

  • Guidelines for Diverse Media Suppliers When Doing Business with Buyers (Agencies and Marketers)

    Research Reports   August 9, 2022  

    Over the past year there has been an increased impetus from the ad industry to support diverse suppliers. The purpose of this guidance is to help buyers (agencies and marketers) and diverse media suppliers improve their ways of working together.