According to a study by the Association of National Advertisers released in July 2012, the top concern of digital marketers is return on investment (ROI). Nearly two-thirds cited their inability to prove ROI in “new media platforms” as the main factor holding back greater investment in it, followed by having the right metrics to determine marketing mix across traditional and digital channels, and the lack of understanding of digital among management and key personnel. So, we continue to refer to digital vs. traditional channels and tactics. And there was good reason for this up till now. Digital was only just a tiny portion of the ad spend. And the metrics were entirely different.
The recession may be officially over, but marketers are under increasing pressure to find cost savings and reductions in their marketing and advertising budgets. Those efforts will impact ad shops, as many clients are asking their agencies to identify potential cost cuts that go beyond merely trimming ad-spending budgets.
Advertisers appear to be more satisfied than ever with their integrated marketing efforts, according to a new survey from the Association of National Advertisers. But some executives have pointed out recently that the industry could do better.
And the ANA research reinforces that premise. It shows that just 6% of the ANA members polled describe their companies’ integrated marketing efforts as “excellent.” Another 36% characterize their companies’ efforts in the area as “very good.” That’s a higher percentage than any of the previous three integrated marketing surveys that the ANA has conducted going back to 2003.
The optimism of big national advertisers has reached its highest point in two and a half years, according to a member survey released this morning by the Association of National Advertisers. Of 107 advertisers surveyed in January and February, more than three quarters (77%) say they are still being challenged to reduce their marketing spending, but that is an improvement from a year ago when 83% responded that way, and two years ago when 93% did.
The ANA said it began surveying its members three years ago to track the effect the economic recession was having on its members marketing spending.
“Over the past six months, 63% of marketers’ budgets either increased or remained the same,” the ANA reported this morning, adding, “This is a healthy improvement compared to the 54% ‘increase / remained the same’ in January 2010 and the 29% ‘ increase / remained the same’ in 2009.”
Search Engine Land, 3/22/11
Those “Ads by Google” and “i” labels on AdSense ads will soon be replaced by an “AdChoices” triangle icon and label, as Google moves to comply with an industry initiative from the Self-Regulatory Program for Online Behavioral Advertising. It will be the single largest roll-out of the “AdChoices” label to date, giving significant momentum to the effort.
The program, aimed at regulating the industry before the government steps in, is backed by the American Association of Advertising Agencies (the Four As), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB), the Better Business Bureau (BBB) and the Network Advertising Initiative (NAI).
Google says that its testing of this label has showed no impact on advertising performance.
But ANA’s Liodice Says Agency Does Not Have a ‘Workable Definition’ of What Constitutes Tracking
Ad Age, 3/9/11
Bob Liodice, president-CEO of the Association of National Advertisers, today said he was encouraged by the Federal Trade Commission’s stance on self-regulation as it pertains to privacy and the ad industry, but was ultimately dismayed at the agency’s position on behavioral tracking.
Mr. Liodice, who spoke during the last panel of the 4A’s Transformation Conference in Austin, Texas, was referring to comments made by David Vladeck, director of the FTC’s Bureau of Consumer Protection. Addressing concerns over consumer privacy and protection in an era of online data collection, Mr. Vladeck said the FTC is in favor of industry self-regulation, adding that consumers should be able to opt out of behavioral marketing and data collection, similar to the national Do Not Call list. The FTC’s proposed “Do Not Track” effort affects marketers that engage in behavioral marketing, particularly online.
Will Better Measurement Move Marketers to Shift Share of Dollars?
Ad Age, 3/2/11
Internet companies have long been looking for ways to grab more of the TV industry’s bounty of ad dollars, and while that has become the perennial struggle, three trade groups on Monday announced an agreement to find new ways to measure audiences across media, specifically comparing TV audiences to online audiences. The idea is that by helping marketers and media buyers compare the two media, they’ll be more willing to shift ad dollars from offline media to online.
The Interactive Advertising Bureau (IAB), the Association of National Advertisers (ANA) and the 4A’s (the American Association of Advertising Agencies) will work with management consulting firm Bain & Co. and the strategic advisory firm MediaLink to support the initiative.
In another call to consolidate a wide variety of disparate and often confusing digital media metrics, three big industry advertising groups are looking to develop digital metric standards.
Sensing that the lack of standards and a digital currency is hurting business growth, the Interactive Advertising Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies have banded together to “simplify the planning, buying and evaluating of digital media.”
The plan was announced during the IAB’s annual leadership meeting in Palm Springs, Calif.