Insights: Key Takeaways from ANA Media Conference

Last week, 300 media executives from America’s largest and most respected advertisers attended the 2022 Association of National Advertisers (ANA) Media Conference. Another 700 attendees participated virtually. 

This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines some of the key takeaways.

• “Humanity needs to be at the center of everything we do [in media and marketing],” Bob Liodice, CEO, the Association of National Advertisers. Studies show ads that make you feel something generate stronger sales and profit than rational ads. People-centered media such as AM/FM radio generate double the attentiveness of music platforms without humans (Pandora/Spotify).
• Marc Pritchard, Global CMO, Procter & Gamble offered five objectives for media: Respect consumer data as their data; Innovate in media buying and placement; Connect media to commerce; Innovate to engage consumers; Accelerate growth with multicultural media.
• Manuel Reyes, CEO of Cortex Media, an advisory firm that works with marketers on their media investments, indicated the mounting pile of Audience Deficiency Units is a “huge issue” for brands.

• Ad fraud risk and lack of verification and transparency are major issues for programmatic CTV open exchanges, according to DJ Perea, Director, Media Center of Excellence at Boehringer Ingelheim.
• Mark Stewart, SVP of Media of the ANA, reported on their PwC study that found “only 50¢ of every dollar marketers invest in programmatic media reaches publishers and only half of that results in a viewable impression.”
• Luke Kigel, VP, Walgreens Media & Head of Walgreens Advertising Group found no impact from the elimination of their company’s circular. This is a powerful lesson for any retailer who thinks their business would plunge without the circular.
• Lou Paskalis, long-time client-side marketer and former Senior Vice President of Bank of America Merrill Lynch, explained that the news audience is exceptionally valuable, attentive, and deserving of greater investments from brands.
• Making advertising less interruptive and a valued part of the media experience is a key focus for GroupM CEO Kirk McDonald. Ads that are a key aspect of content have low levels of ad skipping.
• Speaking of consumer attentiveness, Visa’s Mary Ann Reilly revealed the “hidden metrics” of media, those who have actually been exposed to the ad with sufficient attention time.