Research Reports
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Signals from the Stage
Research Reports November 25, 2025A survey from the 2025 ANA Masters of Marketing Conference by the ANA and The Harris Poll compares “marketer perception” and “public reality” side by side, a unique dual-lens approach that reveals where industry intuition aligns (or diverges) from consumer truth.
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The Impact of Culture on Brand Building
Research Reports November 12, 2025Most marketers are accustomed to thinking of “culture” as shorthand for multicultural marketing. But it’s not just “who” people are demographically; it’s what they believe, what they find sacred, what they reject, and what communities they embrace.
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Programmatic Transparency Benchmark: Q3 2025 Benchmark Findings
Research Reports November 5, 2025Marketers reclaimed $13.6 billion in media value in Q3 2025 as working-media share climbed to 47.1 percent. Connected TV quality surged, made-for-advertising exposure hit a record low, and 99.1 percent of spend occurred in low-risk environments — signaling a new era of efficiency, transparency, and accountability.
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2025 ANA Trends in Agency Compensation Report
Research Reports November 2, 2025The 19th Edition of the ANA's Trends in Agency Compensation Report provides the definitive data on how the industry is managing its agency partnerships. Based on responses from 99 ANA member organizations, this report delivers critical benchmarks to inform your compensation strategy, negotiations, and financial planning.
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Data for AI: Quality, Experimentation, and Synthetic Data
Research Reports October 27, 2025This playbook covers three topics related to data and AI: data quality preparation for AI, experimentation data with AI, and preparing and cultivating real and synthetic data for AI.
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ANA Innovation Management Playbook for Marketers: Moving at the Speed of AI
Research Reports October 20, 2025In the AI era, consistent innovation is an imperative. This playbook provides two frameworks: EVOLVER for helping to lay out the process of coming up with innovative ideas, and the Buy-In Blueprint that will provide a pathway for you to sell-in your innovative ideas across your organization.
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The Confident B2B Marketer
Research Reports October 14, 2025This research highlights a pivotal segment fueling B2B growth: “The Confident B2B Marketer.” Their confidence isn’t just attitude or personality. It stems from a critical capability: the ability to measure marketing’s impact on financial performance.
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Connected TV: Unlocking Sustainable Growth Through Smarter Media Planning
Research Reports October 1, 2025In 2024, the ANA’s first study on sustainable media planning in digital advertising showed that advertisers can measurably reduce emissions without compromising campaign performance within the programmatic ecosystem. This year’s follow-up report focuses on Connected TV (CTV).
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Retail Media Internal Management Guidance
Research Reports September 26, 2025The rise of retail media networks has reshaped the brand-retailer relationship, bringing new complexities that many companies struggle to manage. This report highlights key learnings, best practices, and solutions to improve internal organization and alignment, elevate performance, and achieve better outcomes.
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2025 B2B Brand-to-Demand Maturity Study
Research Reports August 19, 2025Brand-to-Demand (B2D) integration is gaining momentum, but challenges remain. Many B2B marketers still treat brand and demand as separate functions with different teams, budgets, and KPIs, limiting overall marketing effectiveness. This report, developed by ANA and Stein, explores the current state of B2D maturity and outlines the path forward.
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ANA Marketing Data Principles: Putting Values into Action
Research Reports August 11, 2025As marketers navigate the complexities of marketing data, data privacy and security, they are leaning into Brand Trust as the central, unifying value at the core of these efforts. ANA’s Marketing Data Principles represents the actionable guidelines that translate the Brand Trust value into actionable strategies for growth.
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ANA Portfolio of Data Solutions: Future-Proof Your Data Strategies
Research Reports August 11, 2025In this report, the ANA introduces the ANA Data Solutions Framework, the definitive portfolio of data solutions for marketers. This portfolio of data solutions covers the critical data strategies marketers need now to be successful.
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U.S. Commercial Production Tax Incentives
Research Reports August 10, 2025More than 30 states offer some form of Production Incentives which specifically include advertising production as a qualified production type. This paper explores the progression of these programs and provides a roadmap to evaluate eligibility, avoid common pitfalls, and maximize realized value.
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2025 Response Rate Report: Benchmark Data for Media Performance
Research Reports July 23, 2025The primary objective of this report is to share benchmark data for media performance with the data-driven marketing community. Where possible, the data from this research study is presented in individual segments so that marketers can compare their performance against similar business types.
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AI Use Case Compendium for Marketing: Fourth Edition
Research Reports July 23, 2025To help brands make the most of AI for their marketing programs, the ANA has compiled a compendium of practical use cases and real-world examples in this fourth edition of the AI Use Case Compendium for Marketing.
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Better Creative Briefs for Better Brand Building
Research Reports June 26, 2025In a world of mass media fragmentation, any researcher or marketer would say that creativity is more important than ever. And it’s important not for creativity’s sake, but because more creative work is more effective work. And more effective work helps build brands and increase brand value.
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Using Data to Supercharge B2B Marketing: An ANA B2B Data and Analytics Playbook
Research Reports May 29, 2025The ANA's 2025 B2B Data and Analytics Playbook tackles today’s most urgent challenges — hidden buyer dynamics, sales-marketing disconnects, and post-sale retention — with practical frameworks, AI-ready models, and insights into how data can fuel smarter strategies across the funnel.
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Understanding Usage and Attitudes on Broker/Agent Versus Principal Media Buying Models
Research Reports May 14, 2025The ANA and Evergreen Trading partnered on research to understand usage and attitudes on the media buying models of broker/agent versus principal.
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ANA/4As Client-Agency AOR Relationship Tenure
Research Reports April 30, 2025In a rapidly evolving advertising landscape, the dynamics of client-agency relationships are more critical than ever. A new report from the ANA and 4As offers an in-depth look at the current state of client-agency relationships, delivering valuable insights for marketers and agencies.
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Building a Valuable First-Party Data Asset: A Marketer's Playbook for Growth
Research Reports April 4, 2025Companies are going to great lengths to treat their data like any other valuable asset that the company owns, putting in place processes to ensure data security and privacy. This playbook defines first-party data and makes recommendations for what to collect and how to collect it.
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