Association of National Advertisers

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.

Most Ad Agency Compensation Deals Involve Pay-for-Performance
May 13, 2013

Bryan Wiener calls them "perverse." Scott Chapman thinks they can be flawed. And Harris Diamond is a "strong believer" in the concept. However one views agency-incentive-compensation agreements, they are here to stay. That became abundantly clear at last week's Association of National Advertisers' financial conference in Arizona, where a survey of members—who collectively control $250 billion in marketing dollars—revealed that 61 percent of them are building incentives into their compensation agreements with agencies. That's a big jump from 46 percent in 2010 and 35 percent in 2000

DAA Poll: Americans Want Free Internet Content, Value Interest-Based Advertising
April 19, 2013

Americans place great value on the availability of free Internet content, and appreciate Internet advertising that is tailored to their specific interests, a new poll finds. The survey, commissioned by the Digital Advertising Alliance (DAA), measured attitudes regarding online advertising, with a specific focus on interest-based ads.

Industry Effort to Improve Web Ad Metrics Goes Nowhere
March 6, 2013

Is the viewable impression going nowhere fast? A full two years after the Interactive Advertising Bureau, Association of National Advertisers and the 4A's launched Making Measurement Make Sense (3MS), a cross-industry effort to improve Web ad metrics, and a year after viewability took center stage at the IAB’s annual meeting, the movement seems to be running in place. Instead of rallying around a new ad currency, questions continue to arise over the most practical of issues, such as how to measure, implement and enforce viewable impressions—and whether the whole conversation is even worthwhile

Marketers Ignoring African-Americans on Social Media Despite High Engagement?
November 15, 2012

Black consumers are an attractive target audience for marketers—or they should be. ... “Marketers have responded to the growing diversification of the U.S. population by increasing their spending to reach multicultural consumers,” said Bob Liodice, president and CEO of the Association of National Advertisers. “These consumers are younger, more acculturated and more tech-savvy, making the use of newer media platforms more important than ever.” ... Despite all of this, only 54 percent of US marketers are using new media tools—social media, video and mobile, among others—to target black consumers

What Does Obama's Re-Election Mean for Ad Industry?
November 7, 2012

What does this actually mean for AdLand? The tax deduction for advertising costs could be revisited. While Mr. Obama didn't bring it up during his first term, it's just the sort of tax loophole that was mentioned by both candidates during the debates. Dan Jaffe, executive vice president of government relations for the Association of National Advertisers, told Ad Age earlier this year that it would be unwise "for advertising companies to think we are immune. We will not take anything for granted." Online privacy is another area of concern.

Adobe Online Video Campaign Gets Vulgar
October 23, 2012

Another blue-chip brand is turning to what was once called blue language to help stand out in a cluttered advertising landscape. In this instance, the brand is Adobe, which in a campaign getting under way this week seeks to support efforts by marketers to prove to their bosses that spending on advertising is not a waste of money. The campaign portrays products like Adobe Analytics, Adobe Media Optimizer and Adobe Social as valuable tools for marketing executive