Search Marketing Knowledge Center

Elevating Brand Relationships: A New Era of Purpose and Humanity

Leading Edge December 23, 2024

Taken together, ongoing market uncertainty, shifting consumer sentiment and digital transformation are demanding a fundamental evolution in the operational ethos for purpose-led brand development. In our rapidly changing landscape, the ability to adapt while maintaining meaningful connections is more crucial than ever.

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Brands for Good: Four Brands’ Commitment to Sustainability

Pulse December 20, 2024

Often when brands think about creating a positive impact on society, many first look toward sustainability issues like waste, pollution, and energy use. And while those are important, there are many other areas of society that need support and awareness, such as desertification, wildlife preservation, homelessness, and sea life environments.

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Marketing Mix Modeling Is the Foundation for Brand Marketer Accountability

Leading Edge December 20, 2024

At a time when clients are demanding greater scrutiny across all their media investments, while frustrated by the limits of digital attribution and the increasing costs and uncertainty of regulatory pressure, the ad biz finds itself at a critical inflection point.

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Resource List of Certified Diverse Suppliers for Marketing/Advertising

Leading Edge December 19, 2024

To help the marketing/advertising community, the ANA has curated a list of certified diverse suppliers that work in our industry.

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Supporting the LGBTQ+ Community Won't Damage Your Brand

Leading Edge December 19, 2024

The results of the U.S. Presidential elections have caused a great deal of angst and fear among LGBTQ+ and other marginalized groups in society. And with good reason – FBI data shows that hate crimes rose by 20 percent during the last Trumpov administration.

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Navigating Purpose Through the Next Four Years and Beyond

Leading Edge December 18, 2024

In a world grappling with uncertainty, purpose offers leaders a way forward — guiding business decisions and influencing how their brands engage with society at large. In the next four years, purpose can serve as a rallying point, motivating brands to rise above the moment’s challenges and envision a more connected, hopeful future.

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Maximizing Agency Success: Leveraging Media for Growth

Leading Edge December 18, 2024

Here are some practical tips and strategies to leverage media to increase your revenue.

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Engage to Earn Is Everything in Marketing

Leading Edge December 17, 2024

The contemporary expression of the “Marketing is everything. And everything is marketing” mantra can be found in a high-growth but often underappreciated sector of marketing: Engage to Earn.

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New Year’s Is Upon Us – Make Ethical Marketing Your Key Resolution

Ethics Issue Alerts December 17, 2024

As we look ahead to the New Year 2025, we all are making resolutions to do and be better – aspiring and planning is a wonderful way to refresh and invigorate your outlook. This is also a perfect time to add the ANA ethics tools to your resolutions. And it’s easy! Here are the ways you can champion ethics in 2025 for your own ethical approach and to advance our industry.

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Exclusive Ad Experiences Are Limiting Your Audience

Leading Edge December 16, 2024

Truly creative ad formats live in the shadows, limited not by demand or interest but because they don’t scale. There are countless examples of remarkable ad experiences built by publishers or platforms that engage and captivate audiences with custom content or formats. But here’s the thing: Their reach is often limited — not because of a lack of interest — but because companies are trying to keep them as proprietary products.

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2025 Predictions: The Year Digital Advertising Reinvents Itself

Pulse December 16, 2024

As 2024 fades into memory, the digital advertising industry is bracing for a transformative year. Fueled by rapid technological advancements, sustainability imperatives, and evolving consumer expectations, 2025 is set to redefine the way brands connect with audiences. Industry leaders predict a future shaped by purposeful storytelling, AI-driven innovation, and a steadfast commitment to efficiency and collaboration. Here’s what lies ahead for advertisers navigating this pivotal moment.

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The Evolution of DEI: Why Inclusive Marketing Remains Essential

Pulse December 13, 2024

In recent months, headlines have declared the "end of DEI" with some companies retreating from diversity, equity, and inclusion initiatives. However, this narrative misses a crucial point — DEI is not a fleeting trend but an evolving business imperative that continues to drive growth and innovation. At the Association of National Advertisers (ANA), we understand how inclusive marketing practices are becoming more integrated into core business strategies.

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Target's New Santa Ads: A Masterclass in Brand Reinvention

Leading Edge December 13, 2024

The challenge? For retail brands, holiday performance can make or break their entire year. Target faced this reality head-on after a particularly tough year of declining sales and mounting pressure to win back customers. They needed a bottom-of-the-ninth home run during the critical Christmas shopping season. And they delivered by breaking three unwritten rules of holiday marketing.

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“Endemmatic” Healthcare Advertising: The Best of Endemic and Programmatic

Leading Edge December 12, 2024

Healthcare advertising is undergoing a transformation. While search has been the cornerstone of digital healthcare marketing, recent developments have introduced uncertainty. Google's AI Overviews have reshaped the search experience, impacting SEO and SEM strategies. The company also faces a DOJ inquiry that could restructure its advertising operations.

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2025: The Year of Hard Truths and Razzle Dazzle in B2B Tech Marketing

Leading Edge December 12, 2024

As 2025 approaches, the B2B marketing landscape is primed for transformative shifts. Whether it’s the evolution of ABM, the emotional renaissance of B2B creativity, or the power of AI, the year ahead will be one where B2B marketers have the tools to re-imagine what’s possible.

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Editor Highlights: Gen AI, ABX, and SQL Conversions

Pulse December 12, 2024

Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.

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These Brands Utilized Sports and Esports for Successful Media Strategies

Pulse December 11, 2024

One of the most important parts of culture across the world is sports, whether it is professional, amateur, or online. Many brands take advantage of this part of society and continue to focus their campaigns and media strategies around sporting events and athletes.

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Bots and Fake Traffic Can Wreak Havoc on Holiday E-Commerce: Here’s What to Do

Leading Edge December 11, 2024

With the holiday shopping season in full swing and consumers more plugged into online shopping than ever, businesses face unprecedented increases in fake traffic.

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Seizing the Moment: How Micro-Moments Drive Consumer Engagement

Leading Edge December 10, 2024

Micro-moments are powerful opportunities for marketers to meet consumers' immediate needs and build lasting brand relationships. These "I want to know," "I want to go," "I want to do," and "I want to buy" moments represent key times when people turn to devices for quick information or solutions. Each phase offers an avenue to deliver targeted, helpful content that encourages engagement and action.

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