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ANA Magazine

Fitness Brands Are Working It Out

by Emma Phipps, 2 days ago

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.

Forward

The New Crisis of Trust In CTV

by Asaf Greiner, 3 days ago

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.

B2B Marketer

The Lockdown Opens Up E-Commerce for B2B Marketers

by Marie Griffin, 4 days ago

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.

ANA Magazine

How Marketers Capitalize on the Trust Deficit

by Chris Warren, 1 week ago

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.

Greater Good

Plastic for Good

by Brion O’Connor, 1 week ago

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.

ANA Magazine

A Frictionless Holiday Shopping Experience Is Still a Work in Progress

by Maureen McLaughlin, 2 weeks ago

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 Marketer

B2B Marketers Learn What It Means to Live in the Moment

by Christopher Hosford, 2 weeks ago

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.

ANA Magazine

Branded Content Is Getting to Be a Real Scene

by Matthew Schwartz, 3 weeks ago

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.

ANA Magazine

The Brand-Led Effort Driving COVID-19 Vaccinations

by Michael J. McDermott, 3 weeks ago

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.

ANA Magazine

Brands Wager on Sports Betting Advertising

by Ryan Dinger, 4 weeks ago

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.