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  • 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.

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  • 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.

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  • How ADT Cracked The Social Code and Grew Its In-House Team

    Event Recaps   February 18, 2021  

    Social and Content Marketing in 2020 required many marketers to pivot and redefine what success looks like. At the beginning of 2020, ADT's social and content calendar was planned three months in advance. But with the global pandemic changing the world as we knew it, pre-planned content was no longer relevant. ADT's digital brand team quickly pivoted into a real-time value exchange strategy that taps into what people come to social to do: engage, converse, and share. This new holistic content, social, and paid strategy led to continuously record-breaking months -- and the need to grow the team to support all of the manual work across real-time content ideation, social execution, and media optimizations. In this session, attendees will learn: ADT's Social Media and Content talent organization How to build a business case to grow your in-house team Insights into what social content consumers are engaging with

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  • Digital Ad Spending and Trends In 2021: eMarketer's Outlook

    Event Recaps   February 18, 2021  

    2020 was the toughest year for media spending in over a decade. Digital advertising proved resilient compared to traditional, but growth was well below trend and channel allocations shifted to meet the needs of the pandemic economy. 2021 will bring a return to double-digit growth for digital, and a rebound for traditional media — but not a return to the past. In this session, Nicole Perrin, Principal Analyst from eMarketer will walk you through the most important points of their latest forecast of digital and traditional ad spending in the U.S., plus highlights from major global markets. Attendees will learn: How fast digital and traditional media spending will grow in 2021 (and beyond) Which channels are driving more investment in digital ads, and why How the pandemic affected advertisers' digital ad allocations, and which of those shifts will be permanent eMarketer's outlook on major trends for digital advertisers to be aware of in 2021 including changes to how they can identify users and measure results, and the continued rise of e-commerce channel advertising

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  • The State of Multichannel Marketing in 2021 and Beyond

    Webinars   February 17, 2021  

    In this webinar, learn about benchmarks and insights analyzing indicators that signal higher overall performance regarding multichannel campaign effectiveness.

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  • ANA Media Leadership Industry Update

    Event Recaps   February 11, 2021  

    ANA Media Leadership Committee members will have an opportunity to hear the latest updates on important media industry initiatives including: Initial findings from ANA KPI Survey GARM Cross-Media Measurement (XMM) PRAM Launch of Media Leadership Growth Council

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  • Cancer Won't Wait: Using Media Exposure Data To Attribute 1st Party Conversions For Closed Loop Reporting

    Event Recaps   February 11, 2021  

    Reaching the right target audiences at the right time during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) needed to reach prospective patients by providing them with information regarding cancer-only hospitals in their region. Learn how CTCA launched a nationwide OTT/CTV campaign to inform patients of facilities available for treatment, resulting in a cost per conversion of 60% lower than the campaign target.

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  • Merrell: The Power of Being Outside

    Event Recaps   February 4, 2021  

    In this session, we'll take a deep dive into the Merrell brand, the outdoor footwear and apparel subsidiary of Wolverine. We'll focus on how their brand's mission drives their marketing strategy, their response to the pandemic, and lessons learned along the way.

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  • VF Corporation: Using Google Trends and Other Search Data/Tools for Brand Health

    Event Recaps   February 4, 2021  

    In this session, Brian Lange from the VF Corporation will lead a deep dive into the power of Google Trends and other search data/tools as an indicator of brand health, macro-trends, and standing versus your brand's primary and secondary competitors. We'll also hear about how these data sets have been employed across VF and its brands and across the industry.

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  • Marketing When Channels Blur: Put the Message, Not the Medium, First

    Industry Insights   February 2, 2021  

    Marketers must think flexibly when allocating budgets instead of rigidly assigning them to channels such as video, radio, OOH, social media, and so on. If 2020 taught us anything, it’s that we need to be agile as conditions quickly change.

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  • What’s in Store for Marketers Once Cookies Bite the Dust?

    ANA Magazine   January 15, 2021  

    The demise of third-party cookies provides marketers with an opportunity to be more transparent with consumers and recalibrate their methods of measurement.

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  • URL to IRL (In Real Life)

    Forward   December 29, 2020  

    Attribution models are often used to gauge the potency of digital marketing campaigns and refine channel strategies, but these don’t always take customers’ real-world actions and behaviors into account. Without a view into customers’ offline activities, it’s nearly impossible to tell what’s working and what’s not. However, there are several ways to accurately measure what happens offline.

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  • TUMS or Dare

    Smarties Awards   December 21, 2020  

    The multi-channel TUMS or DARE Challenge encouraged millennials to indulge in the hottest foods they love, then cool down and fight their heartburn with the new TUMS Chewy Bites with Cooling Sensation.

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  • ZaloPay Tet 2020

    Smarties Awards   December 21, 2020  

    Mobile money transfer service ZaloPay made transferring money as easy as sending a text message by integrating its offer into chat service Zalo.

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  • The Next Opportunity in Ad Space?

    ANA Magazine   December 18, 2020  

    As space travel revitalizes, NASA wants help from commercial enterprises to support various missions. The move opens up new venues for companies and organizations eager to distinguish their brand on a cosmic scale.

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  • The Case for Combining Direct Mail and Influencer Marketing

    Forward   November 26, 2020  

    Influencer marketing has redefined the way companies drive awareness of their business. Leveraging brand messaging, endorsements, or product placements from industry icons in direct mail campaigns can help companies further capture consumer attention when and where it matters. Here’s how brands can leverage today’s top direct mail innovations and tactics to help make the most of their influencer marketing efforts.

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  • Redefining Identity for the New Television Landscape

    Forward   November 12, 2020  

    With streaming at an all-time high, having a CTV-focused media strategy is now table stakes for advertisers. But it’s not smooth sailing just yet. At the same time as marketers shift ad dollars to streaming TV, they’re waking up to a world with holes in identity resolution, which makes it difficult to accurately engage and report on the new CTV audience.

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  • Analytics in an Age of Uncertainty

    Event Recaps   October 29, 2020  

    This session provided key intelligence on creating a predictive data and analytics strategy based on historical adaptability.

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  • What Lies Beneath? A Look At America’s Wallet

    Forward   September 29, 2020  

    By using the right data to identify differences between two outwardly identical groups, a brand can make better decisions which to reach and how. One key data point that can have major implications for a brand’s marketing ROI? Financial durability.

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  • Sports Have Become a Jump Ball for Marketers

    ANA Magazine   September 25, 2020  

    Beyond updated TV ads to reflect the current climate and some new in-broadcast signage, what are brands doing to reimagine their sponsorships for professional sports leagues and maximize their value — even with fans relegated to their living rooms?

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