Resources Library by ANA

The impact of personalization at scale

This paper focuses on women's representation in advertising from a business measurement perspective and how it can impact advertising performance. Most importantly, it invites the industry to join efforts, creating solutions to make advertising more...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Isabela Aggiunti, Caio Daier, Maria Julia Rayeb

Company: Facebook

March 27, 2018

Beyond traditionalism

For too long, Latin American markets in general, the Mexican one in particular, have been characterized as "traditional", a backwater of relative stillness with a few quirks that can be managed by avoiding a few taboos and promoting some degree of...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Elisa Romero, Alfredo Troncoso

Companies: De La Riva Group, AB InBev

March 13, 2018

Addressable TV advertising

How can we move TV advertising forward with big data? Applying learnings from digital display to advance programmatic TV advertising.The purpose of this article is to systematize the role of the different data available for programmatic TV...

Catalogue: Big Data World 2017: Smart Data Integration

Authors: Edward Malthouse, Judy Franks, Ewa Maslowska

November 13, 2017

Cracking the code of impactful advertisement: How to appeal to both Gen Z and grown-ups?

In this study, the conscious findings are aimed to be blended with the target audience's emotional reactions to get a 360 degree insight what attracts Generation Z in TV commercials and whether these cause a tension for the grown-ups. Within...

Catalogue: Congress 2017: Visionary

Authors: Yener Girisken, Secil Hasegeli Yagli

Company: ThinkNeuro

September 5, 2017

Build, measure, learn

It's said that 95% of all purchasing decisions are not made consciously. In other words, brands that evoke our emotions always win. When it comes to designing a content marketing campaign, there's no such thing as a bad emotion! We'll show you...

Catalogue: Congress 2017: Visionary

Authors: Patrick Fagan, Sally Wu

September 4, 2017

Love and trust underground

It's hard to measure the effect of advertising when your subject is on the move, underground!Measuring how we react to advertising in the laboratory or the home (where we are watching TV or maybe our mobile phone) is hard enough. Try to adequately...

Catalogue: Congress 2017: Visionary

Authors: Nicola Barrett, Robert Ellis

Company: COG Research Ltd.

September 3, 2017

Feel more, click more

As more advertising spend migrates online, there’s a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces...

Catalogue: Congress 2017: Visionary

Author: Jocelyn Simon

Company: System1 Research Ltd

August 31, 2017

Measuring the effectiveness of advertising

Consumers are not necessarily interested in most brands or ads. Usually they do not have time to reflect on what the ad means for them and the brand. This means that it is necessary to understand the way consumers are processing ads. An optimal...

Catalogue: Congress 2016: #WOW

Author: Sjoerd Koornstra

September 22, 2016

1 eureka moment, 2 famous ads, 3 reaps the rewards

How 3 did it:If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame ignition You can’t rely upon cognition...

Catalogue: Congress 2015: Revelations

Authors: John Kearon, Tom Malleschitz

October 1, 2015