Study: US marketers to up spending on identity solutions | General Mills to grow marketers' digital savvy | US Tennis Association CMO on winning over kids, parents
August 13, 2018
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Study: US marketers to up spending on identity solutions
US marketers will invest $2.6 billion in identity-based solutions by 2022, compared to $0.9 billion this year, per the Association of National Advertisers, DMA and The Winterberry Group. Around 15% of marketers say they can currently identify target audiences extremely well, while just under 69% said they can do so fairly or somewhat well.
MediaPost Communications (8/10) 
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How The Best Consumer Brands Use Data
Advertisable moments are everywhere. Always on-the-move consumers complicate the task of determining when, where and how to reach them. You just need a better understanding of consumer behavior before making your next marketing move. Prepare with this free eBook “Learning for the Long Run.”
Marketing Strategy
General Mills to grow marketers' digital savvy
General Mills to grow marketers' digital savvy
(General Mills)
General Mills is looking to expand its marketers' digital knowledge, particularly focusing on its e-commerce strategy. The company's plan to create a balanced media plan with increased spending "depends on the needs of the brand and what message or consumer objective we have and making sure we have the right mediums to do that to get the right ROI," said Mark Brown, General Mills' marketing director for Northern Europe.
Marketing Week (UK) (free content) (8/13) 
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US Tennis Association CMO on winning over kids, parents
US Tennis Association marketing chief Amy Choyne discusses its new campaign, which focuses on attracting young players by showing the positive influence tennis can have on children's lives. She also talks about the US Open's new lowercase logo, which she says is "a nod toward being an innovative, forward-thinking organization."
The Wall Street Journal (tiered subscription model) (8/12) 
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Creativity and Marketing Innovation
How airlines are using safety videos to showcase their brands
Katie Deighton explores why airlines are investing in creative, humorous in-flight safety videos, such as Turkish Airlines' partnership with "The Lego Movie" franchise that resulted in a five-minute film made using nearly 3 million Lego bricks. Airlines must regularly update funny safety videos for frequent flyers, says SimpliFlying's Shashank Nigamas, as there is "a fine balance where it needs to be on brand and humorous, and yet not annoy your most important customers."
The Drum (Scotland) (8/10) 
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Breaking News in Advertising, Media and Technology
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Marketing Insights and Trends
Google taps user data for outdoor billboard targeting
Google taps user data for outdoor billboard targeting
(Leon Neal/AFP/Getty Images)
Google is reportedly negotiating to launch outdoor digital billboard advertising in Germany that will be targeted using the data it holds regarding individual browsing behavior. If it goes ahead, similar campaigns could be run in the US and UK, writes Alex Webb.
BloombergQuint (India) (8/12) 
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Commerce Department outlines approach to data privacy
The Commerce Department's David Redl spoke at a recent event about the government's data privacy plans. "Bottom-up, consensus-based processes create policies that are trusted throughout the Internet ecosystem," he said, noting that the administration aims to create policy that "ensures America's prosperity and clears the way for innovation."
MarTech Today (8/10) 
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ANA Update
How to use data to reach distracted audiences
Media consumption has evolved to a point where brands are struggling to reach target audiences in the moments they're paying attention to any one particular medium. To succeed, marketers need to employ strategies centered on data-driven messaging, which helps deliver personalized messages at scale.
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Hear from the FTC's Andrew Smith
Don't miss the 2018 ANA/BAA Marketing Law Conference, November 7 to 9 in Chicago, Ill. Hear from 150 speakers from major brands including Google, Twitter, Snap, Pinterest, Uber, Facebook, Whole Foods and P&G. Also, enjoy keynote addresses from Andrew Smith, director of the FTC's Bureau of Consumer Protection, and Dan McGowan, general counsel at Pokemon. This is a must-attend event for deep practical legal content, fruitful networking and major CLE credits. Learn more.
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It's bad policy to speculate on what you'll do if a plan fails, when you're trying to make a plan work.
Condoleezza Rice,
diplomat and political scientist
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