Search Marketing Knowledge Center

Using Principal Media Requires a Keen Eye

B2C August 2, 2024

"Principal media," or when agencies purchase — or negotiate — inventory from media owners at bulk rates, then resell it to their clients at a markup, is taking off. In a recent ANA study, 41 percent of respondents expect to use principal media throughout the next year. But while offering myriad benefits to marketers, principal media is fraught with challenges, ranging from potential conflicts of interest to low-quality inventory.

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Global CMO Growth Council Executive Forum at Cannes International Festival of Creativity 2024

CMO Content July 31, 2024

This forum connected CMOs with diverse-owned and operated suppliers to demonstrate successful strategies to leverage multicultural media for business growth. Lela Coffee, Vice President of Multicultural Business Acceleration at P&G, introduced the delegates to seven trusted P&G partners.

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These Four Roadblocks Are Preventing Creative Excellence

POVs July 31, 2024

Because creativity is marketing’s superpower, the ANA recently polled more than 700 experts to learn what they felt were the most common impediments to creative excellence. This POV covers what they had to say.

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Better Together: Relationship Advice From an External Agency

Leading Edge July 30, 2024

This is a hard year for the advertising industry. Budgets are smaller and more tightly scrutinized, and every dollar needs to work 10 times harder than it used to. CMOs are under more pressure and have become even more selective about their agency partners. In fact, some have decided not to have agency partners at all.

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Clients and Agencies Spend Too Much Time Talking About the Wrong Stuff

Podcast Clips July 29, 2024

Michael Farmer, author and founder of the strategic consultancy Farmer & Company says the agencies and clients communicate plenty — it’s just often about the wrong stuff.

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Is the Ad Agency Model Broken?

Champions of Growth Podcast July 24, 2024

Michael Farmer, chairman and CEO of strategic consultancy Farmer & Company, joins host Matthew Schwartz to discuss the growing schisms between client-side marketers and their advertising agencies, and how to enhance their relationships.

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AI's Impact on Agency Management: A Roadmap for Marketing Procurement

Webinar Rewinds July 24, 2024

Guided by the Hopes and Fears of AI in Procurement survey collected from delegates at the ANA Advertising Financial Management Conference 2024, this webinar guides marketers through the key considerations in putting AI to work in their agency management programs with purpose.

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Pathways to Transparent Media: The Old Blame Game No Longer Applies

Leading Edge July 19, 2024

The past decade of our industry has been rife with headlines detailing egregious brand safety scandals and mind-blowing levels of wasted ad spend. The inevitable villain in these stories? Digital platforms like Meta and Google, not to mention the myriad ad tech vendors that comprise the digital supply chain.

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How Curation Solutions Supercharge Media Buying and Advertising Strategies

Leading Edge July 18, 2024

As the digital advertising industry transforms with the ongoing phase-out of third-party cookies, advertisers are forced to adapt their strategies to accurately target the right audiences with their campaigns. In an evolving landscape such as this, data providers have appeared as key players, offering advertisers access to valuable consumer insights.

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Navigating the Future: Pfizer’s Innovative Approach to Performance Media

Conference Highlights July 18, 2024

A hybrid agency model that maximizes media performance begins with an opportunities audit and a framework for results.

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Building a Thriving In-House Agency Environment

Partner Content July 16, 2024

Often, corporate purpose and values define what a company prioritizes, but the company's culture stems from its employees' attitudes, behaviors, and interactions. When it comes to culture, it's not about talking the talk but walking the walk.

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Raising the Verification Bar with More Impactful Media KPIs and Currencies

Knowledge Partners July 16, 2024

Hudson MX’s Michael Stoeckle shared how marketers can improve their media verification process with more impactful media KPIs.

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Will We See a Digital Direct Resurgence in 2024?

Knowledge Partners July 16, 2024

As the programmatic supply chain continues to struggle with transparency issues, the stage may be set for direct digital buying to make a comeback.

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Going Green to Honor the Arthritis Foundation

B2 Awards July 13, 2024

The Arthritis Foundation arranged for a host of iconic buildings across the nation to be lit up in green as a PR effort in honor of its 75th anniversary.

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AI Draws New Opportunities for Advertising Design

B2C July 10, 2024

Generative artificial intelligence (AI) is rapidly changing how marketers conceptualize, craft, and distribute advertising creative. But as they integrate AI with their ad design, marketers need to be aware of several potential stumbling blocks.

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Agencies Should Always Act in the Clients' Best Interest

Leading Edge July 9, 2024

Client/agency relationships were once predicated on the concept of a principal-agent relationship, where the agency had a fiduciary duty to act in their clients’ best interest. When this concept was the accepted practice, most client/ agency agreements reinforced this expectation.

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The Five Most Important Guidelines for Using Principal Media

POVs July 8, 2024

Pulling from the ANA’s report, The Acceleration of Principal Media, this POV covers the five most important guidelines your brand needs to implement before agreeing to a principal media buy with your agency partners.

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The Importance of In-Game Advertising

B2 Awards July 6, 2024

With the “In-Game Advertising” campaign, DISQO raised awareness of its advertising measurement solution among its target audiences, offering evidence of how the platform is already providing value to gaming platforms and brand advertisers alike.

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Stein IAS Champions the B2B Decade

B2 Awards July 3, 2024

Stein IAS led the charge in promoting the value of B2B marketing through a comprehensive strategy, positioning itself as a key thought leader while driving significant business growth.

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