Association of National Advertisers

Get With the Program
May 1, 2015

Even though the Association of National Advertisers (ANA) declared "programmatic" the word of 2014, marketers self-admittedly lack deep knowledge and understanding of it. The ANA put it best when it stated that, when it comes to programmatic, "everyone is talking about it, trying to see how to measure it, implement and/or define it. But few people get it or do it."

How Do You Spell ROI?
November 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that I've heard marketers bandy about the term ROI, I wonder how many of them really understand the concept, and how many just use the term as a buzzword. There's certainly a disconnect between the way many marketers use of the term and the traditional definition embraced by CEOs and CFOs.

Big Brands to Pose as Unsuspecting Advertisers to Nab Bot Fraud
July 15, 2014

Some of the world's biggest and best-known brands are going to act as bait in order to catch a thief. As part of an initiative being unveiled by the Association of National Advertisers (ANA), 30 brand marketers will participate in the sting operation, which will be conducted by online ad fraud detection company White Ops, which will measure precisely how much of their online advertising exposure is comprised of so-called "bot fraud," or nonhuman traffic generated by machines posing as actual consumers. "Bot fraud costs marketers billions of dollars annually," says Bill Duggan, group executive vice president of the ANA.

DMA Leads Industry Call for National Data Breach Notification Law
May 23, 2014

The Direct Marketing Association is leading a broad group of industry associations in asking Congress to pass a national data breach notification law. The letter, signed by 16 trade associations representing thousands of the leading companies across the information economy, notes American businesses have compelling incentives to protect sensitive information and maintain valuable customer relationships—and that they work tirelessly to implement security measures to safeguard data.

Multiscreen Campaign Importance Rises With Smart Device Usage
November 25, 2013

Consumers’ adoption of PCs, smartphones and tablets has effectively necessitated the need for advertising campaigns that stretch across multiple screens in order to stay in front of audiences. Marketers appear to understand this clearly. An August 2013 survey of U.S. marketers conducted by Nielsen and the Association of National Advertisers discovered that they expected the share of their budgets allocated to multiscreen campaigns to increase to 50 percent by 2016, from 20 percent this year.

Why Does Most Marketing Stink?
November 14, 2013

Last night, I was watching TV with my oldest daughter. And after shaking our heads at a really bad commercial, she asked me the question we’ve all asked many times: "How did that commercial ever get made?" She continued by asking me a number of questions, which all boil down to: "Why does most marketing stink?" The statistics don't paint a pretty picture: Consumers are bombarded with more than 5,000 marketing messages a day, up from around 2,000 just a few years ago; two-thirds of us are on the “Do Not Call List” to avoid telemarketing: 86 percent of us

Now That Uncle Sam Is Back, What's Next for the FCC, FTC?
October 18, 2013

Even before the last minute Senate-negotiated deal to open the government and raise the debt ceiling, there were signs that Washington was re-opening its doors. Within minutes of President Obama signing the deal that reopens the government through Jan. 15 and raises the debt ceiling to Feb. 7, the Federal Communications Commission's website came back on line. The Senate, even as it was voting on the deal, tried to speed the confirmation of FCC nominees Tom Wheeler (D) for chairman and Mike O'Rielly (R), and FTC nominee Terrell McSweeny

How Coca-Cola Reinvents Itself in a Changed World
October 9, 2013

In a packed room of 2,200 marketers attending the Association of National Advertisers’ annual Masters of Marketing conference last week in Phoenix, Joe Tripodi, chief marketing and commercial officer of Coca-Cola, laid out his company approach to brand reinvention and the strategy it adopted to winning over millenials, those crucial consumers born between the early 1980s and the early 2000s.