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ANA

ANA members vote Transparency as ‘Marketing Word of the Year’…
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Members of the Association of National Advertisers (ANA) in the US have voted the word transparency as the ‘Marketing Word of the Year’. 

During the week commencing November 28, the ANA surveyed its members online and asked them to vote on the ‘Marketing Word of the Year’ from a list of finalists prepared by the association’s staff. A total of 267 members participated and ‘transparency’ received the most votes.

A representative selection of verbatim comments from ANA members include: [Transparency] is the single most important issue in marketing and has the greatest potential benefit in terms of improving marketing ROI; [Transparency] or lack of, defines all media agency relationships and provides a new perspective to consider these relationships; and [Transparency] affects everything we communicate in marketing, from our product formulations and labels to how we communicate in all channels to our internal culture.

Bob Liodice, CEO at ANA said: “It’s no surprise that our members chose transparency the Marketing Word of the Year. Our media transparency study was one of our most important initiatives and it sparked fundamental behavioral changes among marketers and in the industry, here and around the world.” 

Other top choices considered by ANA members were customer experience, content marketing, influencer, and programmatic. It was the third consecutive year the ANA announced a ‘Marketing Word of the Year’. Previous winners were content marketing in 2015 and programmatic in 2014. 

 

Marketers rely on data to manage client and agency relationships…
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A recent survey from the Association of National Advertisers (ANA) has revealed that more than 80 per cent of advertisers are using data as a tool to help them manage agency relationships.

ANA, in partnership with Decideware, explored the use of data in broad categories of the client/agency relationship, including: tracking of agency hours, agency performance evaluations, production costs, creative/copy testing and media efficiencies/budgets.

The survey of 92 ‘client-side marketers’ found 90 per cent see data as a way of improving agency efficiencies; 84 per cent believe the use of data will grow in their organisation; and 78 per cent state data improves internal efficiencies at a client’s organisation.

ANA Group EVP, Bill Duggan said: “Data helps build better relationships between the client and agency, helping both parties to focus on outcome. And at a time where there are transparency issues in the industry, the use of data enhances trust.”

Among the 37 performance metrics evaluated, media-related metrics account for seven of the 10 highest-rated metrics for importance, with delivery of total campaign audience goals, efficiency of media buys and media quality assessment rated the highest.

ANA: Brands need ‘chief media officers’ to oversee potential conflicts of interest…
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The US-based Association of National Advertisers (ANA) has warned brands that, without the creation of a ‘chief media officer’ role in an agency, conflicts could potentially arise amongst third-party ad tech partners and agency rosters.

As a result of its recent ‘Media Transparency: Prescriptions, Principles, and Processes for Marketers’ report, other recommendations made by the organisation are: advertiser should have a disciplined and reliable process for managing conflicts of interest; marketers must implement disciplined internal processes to deliver contracts designed to ensure strict accountability, and senior management oversight; and to ensure that all contracts with media agencies include ‘robust language’ to provide full transparency.

 

Download and read the full report here

ANA: B2B marketers need to ‘step up’ their game in order to succeed…
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The US-based Association of National Advertisers (ANA) has concluded from their recent research that marketers specialising in the B2B sector have a duty to uphold strong leadership skills and ‘deep’ marketing experience in order to drive brand awareness, customer loyalty and ‘play a key role’ in sales operations.

The online survey, which was conducted in partnership with the market and consumer information group, GFK and represented 237 B2B professionals, found that 39 per cent believe their roles are to ensure that the voice of the customer shapes the business strategy and to bring expert marketing competencies to the table. However, marketers also indicated that they are struggling to be viewed as important and strategic assets; fearing that all efforts made are viewed only as an extension of their companies’ sales divisions.

CEO and president of the ANA, Bob Liodice, said: “Our study shows that B2B marketers have much to offer, but that message is not getting through to the right people within their own organisations. These marketers need to implement growth leadership initiatives, put forth a clear vision of their brands, and develop strategies to remove barriers.”

The survey also found that only 42 per cent hold a position the ‘top management’ board of a company, and 37 per cent of respondents enjoy strong recommendation from senior management. Meanwhile, 35 per cent claim that senior management professionals are highly focused on the product and price; ignoring customer insights.

Read more on the research, including the ANA’s top recommendations, here