ANA Masters of Marketing: Conference Preview


ANA Masters of Marketing Conference

As the curtain rises on the Association of National Advertisers (ANA) Masters of Marketing Conference on October 19–October 22 in Orlando, Florida, more than 3,000 attendees are gathering to discuss issues including politics, multiculturalism, FCC regulations, Facebook metrics and the general health of traditional TV advertising.

With the presidential election being top of mind for many people, #ANAMasters is taking a Twitter poll on the anticipated winner. The association will announce the results on the last day of the event.

ANA recently announced a wide-ranging alliance to create a powerful, unified voice for the advancement of multicultural marketing dubbed the Alliance for Inclusive & Multicultural Marketing (AIMM).

The goal is to bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT and general market communities to create a united blueprint for evolution to more effective multicultural and diverse-segment marketing in the US.

“Our strategic intent is to reach out to all constituencies in order to collectively make a difference in realizing the potential of multicultural marketing,” said ANA President and CEO Bob Liodice.

AIMM members committed to date include the AHAA: The Voice of Hispanic marketing, representing over 100 Hispanic-focused companies and marketing agencies, Anheuser-Busch, Burrell Communications, Coca-Cola, Dunkin’ Donuts, IW Group, Kaiser Permanente, Kellogg, López Negrete Communications, NBC Universal, OMD, Procter & Gamble, Target 10, Univision, Video Advertising Bureau and Wells Fargo.

ANA Brand Health Puzzle

Addressing “The Brand Health Puzzle,” George Ivie, CEO and Executive Director at the Media Rating Council (MRC), said, “The emergence of consumers interacting with brands in social media communities now has significant impact on things like brand health.”

Ivie added, “A brand can look healthy today and then a month from now have a major problem—and that may not reflect itself in some of these financial measurements. Marketers should be tracking metrics that are directly tied to consumers throughout the brand monitoring process.”

The MRC has developed the Making Measurement Make Sense (3MS) initiative to address the industry shift toward viewable impressions, standards for filtering invalid traffic, and the development of digital cross-media currency standards.

When it comes to brand metrics, more is not always better. “I don’t think gathering all the data you can is the most efficient thing you can do because you can get buried and paralyzed,” said Ivie. “I think the best thing you can do is determine the useful metrics that you want to track as brand-value indicators and stick with those metrics over time.”

Also a hot topic, the Federal Communications Commission’s pending proposal of rules for internet service providers laid out by FCC chairman Tom Wheeler earlier this month and up for a vote at the next commission meeting on October 27.

The FCC’s intent to give consumers more control over their personal data is concerning to the ANA.

“A very wide range of the business community feels that while the FCC claims that they are listening to us and making distinctions between sensitive and non-sensitive data, that they have defined sensitive data so broadly, so sweepingly that virtually almost anything that you would do on the Internet or mobile would actually fall into the category of sensitive, leading to the requirements of opt-in consent, which would just bombard consumers with numerous opt-in consents, and often for non-sensitive activity,” explains Dan Jaffe, ANA EVP, Government Relations. “That’s just wrong, it’s not going to help consumers. It’s going to make commerce much more difficult and for no good purpose.”

Putting Facebook on the agenda, ANA has called for an audit and accreditation of the social platform’s metrics after details emerged of the social behemoth’s inflation—anywhere from 60 percent to 80 percent of its video metrics, as reported in The Wall Street Journal.

Although Facebook apologized, Liodice responded: “While ANA recognizes that ‘mistakes do happen,’ we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require.”

At its core, ANA’s concern is that Facebook metrics are not vetted by industry watchdog the Media Rating Council but, a Facebook spokeswoman clarified they do have existing third-party partnerships with a handful of companies including Moat, Nielsen and comScore.