The new event, called the 2019 ANA Influencer Marketing Conference, will be held next month on November 20–21 in New York City. The move brings the total number of ANA national conferences to 17, which includes the ANA’s signature event, the Masters of Marketing Conference, held earlier this month in Orlando, Fla.
“Influencer marketing has become a multi-billion-dollar industry as a growing number of marketers continue to invest heavily in the discipline,” said ANA CEO Bob Liodice. “Yet influencer marketing continues to operate within a complex ecosystem with rising levels of fraud, changing social media algorithms, and complex attribution and measurement. This new national conference will focus on how marketers can increase their influencer marketing ROI while navigating the inherent challenges.”
Liodice also cited a spring 2018 ANA survey that showed 75 percent of national advertisers currently employ influencer marketing and almost half (43 percent) plan to increase their spending on it in the next 12 months.
The conference is designed to serve all marketing roles that touch influencer marketing, including digital and social, PR and media relations, content creation, social listening, data and analytics, and legal. Leading campaigns, new trends and technologies, compliance and disclosure guidelines, and influencer fraud will all be addressed by a range of industry experts.
“With consumers continuing to question companies or executives, the role of influencers assumes a significant role in bringing a rare authenticity to online marketing,” Liodice said. “Nevertheless, the problem of fraud must be tackled to ensure that this nascent channel is not severely undermined.”
The conference’s full-day program on Thursday, November 21 is positioned as “Brand Leaders Day.” The agenda features case studies from Frito-Lay, JetBlue, Sallie Mae, SAP, Unilever, Clorox, and Volvo. It will be held at 583 Park Avenue at 63rd Street.
The half-day program on Wednesday, November 20, is positioned as “Thought Leaders Day.” The agenda includes an industry analyst, a travel influencer, and fraud and disclosure experts. It will be hosted by Fullscreen at Warner Media, 30 Hudson Yards.