The number of marketers with in-house agencies has grown substantially over the past five years among members of the ANA (Association of National Advertisers), according to a new ANA study.
Marketing
Number of In-House Agencies Rising Rapidly [REPORT]
Why are integrated media campaigns so challenging? [REPORT]
The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging? by Aaron Peterson – Director, Marketing & Insights / Insights Division at Kantar
Truth in advertising: Achieving transparency with media rebates to fuel growth
Advertisers can build more transparent, partner like relationships with their media agencies by taking four steps.
Agency Management: The New CMO Imperative
How marketing leaders must build the right Agency Management competencies to enable their organization to do more.
Trust between advertisers and agencies has declined in the last two years [REPORT]
The ID Comms 2018 Global Media Transparency Survey has found that just 10% of advertisers rate levels of trust with their agency partners as high or very high. By contrast, the number who believe that trust is low has shifted from 29% to 40%, while the number who believe it is average has fallen by 12%.
DO NOT Destroy Documents: FBI Probe into Media Buying Practices
The Federal Bureau of Investigations has contacted the Association of National Advertisers (ANA) legal counsel regarding an investigation into the media buying practices in our Industry. The ANA has sent the following letter to its members.
Five Charts: How Marketers Use AI
Marketers’ uptake of artificial intelligence (AI) is poised to grow as more companies invest in the emerging technology.
EXPERIENCE GAP [REPORT]
Sizing the gap between brand promise and brand experience. Disappointments.
Why Marketers See Gaps in Their Attribution
Attribution is a puzzle that many marketers haven’t cracked.
CMOs Are Becoming More Tech Focused
The ongoing evolution of the Chief Marketing Officer role is a topic that frequently dominates panels at ad industry events. According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.
Where Direct-to-Consumer Brands Are Winning Consumer Confidence
Direct-to-consumer (D2C) brands—encompassing everything from startups like Billie offering women’s razor subscriptions to Casper, the once online-only mattress company that has products now being sold at Target—have been growing in popularity for a variety of reasons.
Distinctive assets, orange juice, and chewing gum
Much has been written about the importance of distinctive brand assets, but marketers keep defaulting to package graphic changes as a misguided short-cut to make their brand more relevant, or attempt to gain new users.
Why TV Should Be Part of Every Brand Marketer’s Toolkit
Television has long been the go-to medium for reaching audiences at scale. The first TV advertisement in the U.S. — a spot for Bulova Watch — aired in 1941, costing the company a cool $9, Quartz reports. That spot opened the floodgates for the TV advertising industry to grow into what’s now an estimated $70 billion industry.
When companies benefit from market share gain
So last week I posted about portfolio momentum as described in “The Granularity Of Growth” and mentioned that share gain only accounted for a measly four per cent of compound revenue growth for large companies across a five year time frame. But why is that, and when do companies benefit from share growth? by Nigel Hollis
Nielsen TV: U.S. Hispanics are Young and Strengthening Their Economic Prowess
The rise of the U.S. Hispanic population and labor force is setting pace to be the next demographic phenomenon, with Latinos accounting for more than half of the U.S. population growth from 2016 to 2020 and up to 80% by 2040-2045. And that population increase has significant implications when it comes to consumption, largely because the median age of U.S. Hispanics is notably lower than that of non-Hispanic White consumers.
The New Marketing Battlefront: Reducing Waste
Waste is not just a dirty word, no pun intended. It’s a source of great anxiety for those who encounter it, no matter what it is or where it originates from.
Right on Target
Brands come in all sizes and in a multitude of categories, but all brand marketers have something in common: They want their marketing messages to reach customers and prospects at times and in places where they will be most effective. With the widespread and growing availability of location-targeted mobile ad technology, they’re now able to do that as never before.
Why brand momentum matters to marketing success
Clearing out our bookshelves I came across a book called “The Granularity of Growth”. It reminded me that one of the most important things that marketing does is to help keep up a brand’s momentum. Sales today are often earned in the past and today’s marketing actions have consequences next year. by Nigel Hollis
The Database: Young, Digital and Social—Connecting with Today’s Hispanic Consumers [PODCAST]
Hispanic consumers are young, digitally connected and socially engaged. For brands and marketers, connecting with this important and growing consumer segment requires action now. And tapping into technology and community values will play a big role in how businesses engage with Hispanic consumers today and in the future.
Why disruption is a big challenge to big brands
After a dinner at which I sounded off about the inability of big companies to innovate, my friend sent me a link to this article, ‘Why Big Companies Squander Good Ideas’ . It is another interesting read and it strikes a chord with me because it does not buy into the typical disruption model or assume that everyone is an idiot. by Nigel Hollis