Some 55% of marketers say one of their most important resources for creative is in-housing, according to an Association of National Advertisers survey unveiled at the virtual ANA In-House Agency Conference, and the ANA's Bill Duggan estimates that close to 85% of ANA members now have an in-house agency team. Other key takeaways from the virtual event include how brands have been turning around campaigns more quickly during the pandemic and the rising importance of multi-skilled staff.
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Digiday's analysis of the top 10 ad spenders based on COMvergence data points to a collective focus on responsible media allocations and e-commerce sales to engage with consumers who favor online shopping and those emerging from lockdowns, writes Seb Joseph. Procter & Gamble is concentrating on balancing efficiencies with growth, while Unilever is taking a more aggressive approach and L'Oreal is tuning into retail media networks and social commerce via platforms such as Instagram and TikTok.
The Women's National Basketball Association teamed with Twitter to create hoodies that are being worn by all 144 players, along with influencers, which feature a scannable QR code within the "#W." The QR code links to a tweet that people can share and will change throughout the season. The first tweet says, "I'm standing with the WNBA and the entire W community to elevate women in sports and shine a light on the social justice causes they're fighting for."
Honda, with Holler, released branded "Road Trip" stickers on Venmo in what the brand claims is a first for an automaker and the stickers are being promoted via Instagram Stories. The stickers, targeted at millennials and Generation Z, are displayed in the mobile payment app when users enter words such as "road trip," "adventure" and "gas," and are designed to spark engagement.
The Association of National Advertisers is working with the Incorporated Society of British Advertisers to develop Origin, an open-source, cross-media measurement that's designed to measure how many individuals saw a particular ad via online video and TV compared to TV only. Amazon, Google, Facebook, Snapchat and TikTok have agreed to some ad tracking, and the organizations plan to make the final code available to other groups with no licensing fee.
Some mainstream brands are starting to follow contactless fashion brand Tribute and trendsetting designers to create "virtual fashion" items and collections that can be purchased to personalize social media posts. Sneaker designer Jeff Staple predicts all brands won't require physical worlds to sell goods as individuals purchase virtual versions of items and post online to yield the same "social credibility" they would earn by physically wearing them.
App Annie CEO Ted Krantz predicts five major changes to mobile ecosystem resulting from Apple's iOS 14.5 system and related data collection practices. These include an increase in aggregating first-party data, company consolidation giving rise to "super ad networks" and the creation of "super apps" that combine multiple functions, such as social networking, shopping, messaging and banking.
Small giving circles, like the Philadelphia Black Giving Circle and Bread & Roses Community Fund, are a type of tiny philanthropy that draws on the collective giving of individuals and nonprofit partnerships to make a difference at the local level, which often means uplifting Black, Indigenous and people of color communities. "We aim to be a circle, where nonprofits can come to us and be their authentic selves, that is they do not have to shape shift or code switch for funding," said Shanell Ransom of PBGC.
Consumer behavior has quickly and radically shifted, to the point that what started out as innovative customer experience offerings are now mainstream and insufficient for driving meaningful differentiation. If brands want to ignite growth in a post-pandemic environment, they must reimagine the way they deliver experiences -- and that means weaving experience through every part of their organization.
At the virtual 2021 ANA Influencer Marketing Conference, presented by TikTok, Eric Gruen, VP, North America at Olay, will share how the company redefined its influencer strategy, pivoting away from quantity to focus on quality by partnering with fewer influencers, forming deeper relationships, strengthening authenticity and improving storytelling to help reverse seven years of declining business.
Register now for the May 25 conference to get the full scoop, plus the latest on measurement, representation and new trends to help you maximize your influencer marketing ROI from some of the industry's top influencer experts.
