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Walmart's Positive Earnings Tempered by Cloudy Economic Outlook
Marketing News February 21, 2025Walmart posted solid quarterly earnings, with revenue up 4.1 percent, to $180.6 billion. But, as expected, the big-box store was beat by Amazon, which earlier this month announced that fourth quarter net sales increased 10 percent, to $187.8 billion, eclipsing Walmart revenue-wise for the first time.
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Why Programmatic DOOH Deserves a Place in Your Multichannel Strategy
Leading Edge February 21, 2025Programmatic digital out-of-home (DOOH) advertising is quickly becoming vital to modern marketing strategies, bridging the gap between digital precision and real-world engagement. With advancements in programmatic technology, DOOH now offers advertisers the ability to target specific locations, reach the right audiences, and deliver highly relevant messages in real time. This evolution allows brands to create a seamless consumer journey by integrating DOOH with other programmatic channels, like mobile and connected TV (CTV).
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Editor Highlights: First-Party Data, the Future 100, and Job Trends
Pulse February 21, 2025Do 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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ANA’s Takeaways from CES 2025
Pulse February 21, 2025The ANA recently attend the 2025 Consumer Electronics Show, which, for all intents and purposes, is now really the world's largest AI show. This overview highlights the top news and the best, most relevant technology for marketers showcased at the event.
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Content Marketing and AI – Best Practices for 2025
Leading Edge February 20, 2025Content marketing has long been the cornerstone of successful digital marketing strategies. It involves the creation, publishing, and distributing of valuable and relevant information to attract, educate and retain customers.
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Synthetic Data Is the Gas for Your Marketing Mix Modeling Engine
Leading Edge February 19, 2025For those of you of the mind that Marketing Mix Modeling (MMM) is superior to last-touch (LTA) or multi-touch attribution (MTA) — and I’m confident in presuming that a significant cohort of MMM advocates are regular readers here — there is an emerging data paradigm that will boost the utility of MMM for brand marketers.
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Overcoming the Pitfalls of Today’s Marketing Measurement
Leading Edge February 18, 2025After talking to hundreds of marketers in the past year, it’s clear that brands have evolved their approach to measurement dramatically. Marketers are moving beyond proxy metrics like site visits, clicks and conversions, to deeper metrics that provide a better understanding of the value of their marketing activity. This is happening for a few reasons. E-commerce is mature which means measurement matures with it, with a focus on first party data in the past few years, brands have improved measurability at a customer level, and as customers continue to move into digital channels like CTV, more of the media spend is measurable, too.
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This Is How You Can Sell Branding to the C-Suite
Podcast Clips February 18, 2025Maggie Gross of Deloitte Digital explained why she believes there is a gap between how marketers tell stories and how they report on results, giving advice for how they can more effectively communicate the benefits and returns of brand marketing to executives.
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The Future of Branding Is Going to Blow Your Mind
Podcast Clips February 18, 2025Fresh off her seeing new technological advancements at CES 2025, Deloitte Digital’s Maggie Gross shared a compelling vision for where she believes branding is headed in the future.
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Mastering the Art of Marketing Mix Modeling (MMM)
Leading Edge February 17, 2025Marketing mix modeling (MMM) has been on the table for data-driven marketers for decades. If you understand its potential, you know its importance. However, nuances are at play – and I would say it’s not quite getting its due in the marketer’s day-to-day. As someone deeply entrenched in data analytics, I’ve seen firsthand how MMM can illuminate the path forward or obscure it with false promises. To help clear the way, here’s a candid look at when to leverage MMM, when to hold back, and how to get the most out of it for the long term.
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6 AI and Customer Strategy Trends Brands Should Watch For
Leading Edge February 14, 2025AI-driven tools are set to revolutionize customer strategies by taking personalization to new levels, making user experiences faster, and driving more intuitive website design. In CMSWire’s 2024 State of Customer Digital Experience survey, 81 percent of business leaders stated digital customer experience (CX) as extremely or very important, underscoring how it has become more than a competitive edge — it’s a critical differentiator.
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Why Super Bowl Ads’ Lack of Emotional Creativity Is No Laughing Matter
Leading Edge February 13, 2025Move over Budweiser’s cute young Clydesdale. The foal that starred in the beer brand’s Super Bowl ad “First Delivery” may have captured viewers’ hearts with his heroic, beer-carrying exploits at the Big Game, but it was not the only one-trick pony on the night.
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The Performance Marketing Fallacy with Maggie Gross
On Scope February 13, 2025Deloitte Digital’s Maggie Gross joined the show to discuss the origins of how branding and performance marketing have become siloed, how senior marketers can better sell branding to the C-suite, and tips for how to more accurately measure branding efforts.
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Storytelling in the Age of AI
Event Recaps February 13, 2025An in-depth exploration of how AI and human intelligence can work together in brand storytelling, examining the evolving content landscape and providing a framework for successful AI-human collaboration in marketing.
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The Anti-Social Century and What It Means for Brands
Leading Edge February 12, 2025Over the weekend, I found myself reflecting on Derek Thompson's recent article in The Atlantic, “The Anti-Social Century,” which examines how we in the U.S. increasingly are choosing isolation over connection and solitude over community. It's a powerful lens that offers insight into the cultural moment we're in as well as what this behavioral shift means for brands navigating our evolving zeitgeist. (And, no, Derek Thompson and I are not related, though his insights feel closely aligned with my reflections!)
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You Can’t Be Serious About Gen AI without a Responsible AI Policy in Place
Leading Edge February 12, 2025Generative AI (gen AI) is a transformative technology with a ton of benefits. But it also introduces a range of challenges, including the potential for misuse. Without a responsible AI policy, organizations risk serious consequences, as highlighted by recent controversies involving the use of the technology.
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AI versus Ad Fraud: An Old Problem with New Solutions
Leading Edge February 11, 2025Ad fraud isn’t a new challenge, but it continues to evolve, driven by sophisticated tactics and increasingly automated schemes. With costs related to digital advertising fraud worldwide estimated to increase from $88 billion in 2023 to $172 billion in 2028, this is clearly not an issue that’s going away on its own. With the rise of AI, fraudsters have been exploiting advanced technologies to scale their operations – creating new risks for marketers and the ad tech ecosystem. Fortunately, AI also offers the tools needed to fight back, reshaping fraud prevention strategies to keep pace with these threats.
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What I Just Learned About Retail Media
Pulse February 11, 2025Retail media is hot. The ANA just held a members-only conference focused on retail media, hosted by Kroger Precision Marketing in Cincinnati. We learned so much.
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What to Include in Your MMM Request for Proposal
Knowledge Partners February 11, 2025A comprehensive guide outlining eight essential components to include in a Marketing Mix Modeling (MMM) Request for Proposal, from defining objectives and methodology requirements to ensuring data security and validation processes.
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This Is How You Use AI to Develop Datasets that Empower Better Customer Personalization
Podcast Clips February 11, 2025David Edelman, author and former CMO at Aetna, shared his thoughts about how AI can be used to create more empowering datasets for marketers.
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