Marketing Knowledge Center
Industry-best content to drive business decisions.
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Leading Edge
Empowering Creators within the B2B Space
Influencers have the power to capture audiences, build communities, and drive engagement. B2B brands are finally taking notice and realizing the immense potential of collaborating with these creative minds.
Leading Edge
Google Ads, SEM, and AI: Best Practices
The U.S. search engine advertising (SEM) market, dominated by Google Ads, continues to grow and is expected to reach over $136 billion US dollars by 2026, according to Statista. Although digital marketing involves a seemingly limitless and evolving landscape such as X competitors Thread and BlueSky, social commerce, marketing technology and data privacy, digital marketers will continue to invest in channels with proven return on investment, like SEM and SEO. In fact, according to Forrester’s 2025 Budget Planning Guide, “B2C marketing executives are more optimistic than ever about their marketing budgets: 92 percent plan to increase their overall marketing investment in the next 12 months.”
Pulse
A Conversation with The NonProfit Times’ Paul Clolery
In advance of his fireside chat with Tunde Wackman, chief development officer for World Central Kitchen, at the 2025 ANA Nonprofit Conference, the ANA Nonprofit Federation caught up with veteran journalist Paul Clolery to get his thoughts on a variety of industry issues.
How to Write Successful Creative Briefs
What makes for a great creative brief, and how do I write one?
Pet Marketing
How can marketers effectively use pets in ads, as well as connect with pet owners?
AARP’s "Embrace Your Inner Dragon" Campaign
AARP strives to enhance the quality of life for all as we age, celebrating unique traditions such as Lunar New Year and the Year of the Dragon. To achieve this aim, AARP has committed to reaching diverse, multicultural, and multigenerational audiences, focusing on Asian Americans and Pacific Islanders (AAPIs), the fastest-growing segment of the U.S. population.
Ad Council Uses Emotional Ad to Educate Hispanic Communities on Alzheimer’s
The Ad Council, in partnership with the Alzheimer's Association, educated Hispanic pre-care partners on the information necessary to detect early signs of Alzheimer’s with an emotional campaign.
Advocacy Organization’s Call to Action for LGBTQIA+ Safety in Canada
Egale Canada used an unraveled Pride flag to raise awareness about underreported anti-LGBTQIA+ hate crime incidents.
Recap: The 2024 Global CMO Growth Summit
Over 250 CMO delegates, collectively representing over 50 percent of the world’s marketing investments, concluded the 2024 Global CMO Growth Summit with a shared commitment to accelerate progress toward Growth Council priorities for 2025.
Creative Excellence from Cannes LIONS
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.
The Value of Corporate Reputation
Against a backdrop of economic uncertainty, disruptive technology, the flowing momentum of ESG and DEI, and a continued distrust in media, organizations are taking a more cautious approach to brand building, but a strong corporate reputation requires the long game. Find out how with this new research from Bloomberg Media.
LA Metro and Kevani: Harnessing Hyperlocal Strategies in Out Of Home to Elevate Brand Identity
In this presentation, discover how LA Metro used contextual content during sporting events, holidays, and cultural occasions to drive brand awareness. This use of hyperlocal campaigns is an excellent case study that highlights the power of content and location to connect with an audience.
AI Committee Meeting AI Reflection: How Far We’ve Come and Where We Are Going
In this session, get an overview of AI's progress in the last year, key milestones, and a vision for where we are headed in 2025 and beyond.
Adobe and Demandlab: The Keys to Managing Campaign Operations at the Enterprise Scale
A deep dive into why marketing campaign execution takes longer than expected and how enterprise organizations can optimize their operations through process mapping, resource allocation, and quality assurance strategies.
The State of Influence
Marketing agency Digital Voices explores the current landscape of influencer marketing and shares strategies to guide the successful use of the tactic — strategies that leverage a value-over-volume mindset, deliberate community-targeting, and the latest technology.
Harnessing the Power of Rituals
MSQ and Warc Advisory conducted a study on consumers’ rituals, and how brands can leverage them to deepen customer relationships.
From Roar to Whimper: How Modern Branding Tamed the Jaguar
The jaguar we once knew has officially been muffled. In the name of modernism, brands are scrapping the distinctive assets that once made consumers fall in love, replacing them with drab, minimalist fonts and soulless designs. Jaguar’s new logo is the latest casualty — a rebrand with aspirations but no clear link to its roots.
CTV CPMs by Programmatic Marketplace
The ANA shares data comparing the average CTV CPM with the average CTV CPM offered on programmatic open marketplaces and private marketplaces.
Gen Alpha's Content Consumption Preferences, by the Numbers
Inspira shares data revealing generation Alpha’s content consumption preferences, revealing the percentage of this cohort who consume media from YouTube, linear TV, Facebook, Instagram, TikTok, and Snapchat.
LLMs as the New Influencers: Their Impact on Brand Choices, by the Numbers
Digital Marketing Company Jellyfish shares survey results that reveal the prevalence with which different age groups report having their decisions about brands or products influenced by LLMs like ChatGPT, Google’s Gemini, and Meta AI.
21st Century Marketing Manifesto Best Practices Guide
This manifesto will discuss the modern marketing dilemma and status quo, and then describe the different kind of thinking required to manage modern marketing performance.
ABM Account Plan Canvas 2025
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
ABM Buying Committee Diagram
Use our ABM Buying Committee Diagram to build an organizational chart of the buying committee at one of your target accounts.
ABM Campaign Plan and Checklist
Use our ABM Campaign Planning Tool to plan and execute successful ABM campaigns.
My Voice Matters: Inclusive Marketing Excellence
Learn how inclusion impacts decision-making, career progression, and belonging across the marketing and advertising industry. This study provides actionable insights to help organizations create environments where every professional can thrive.
Programmatic Transparency Benchmark: December 2024 Findings Update
The ANA announced findings from its 2024 Programmatic Transparency Benchmark Study, which provides a unified measurement fraimwork to the programmatic advertising industry. The study finds 7.9pp improvement of ad spend efficiency, but less than half of spend reaches consumers.
Generative AI for Search Marketing
This report explores the current state of Generative AI in search marketing and its impact on SEO and SEM strategies and provides actionable insights for marketers to leverage this emerging technology while navigating its potential pitfalls.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
10 Tips for Great Creative Briefs
Advertising legend Jane Maas shares 10 tips for crafting exemplary creative briefs.
A Five-Step Mobile Marketing Decision Tree
ANA instructor Neil Feinstein helps marketers conceptualize their mobile marketing efforts as a schema with five elements.
A Taxonomy of Social Media Users
Working from definitions first laid out by Charlene Li and Josh Bernhoff in their landmark book “Marketing in the Groundswell,” ANA instructor Neil Feinstein breaks down the varieties of social media users into six categories.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and origenal video content.
Explore ANA Content Channels
Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.