#ANALOG for December 2016

December 2, 2016

ANALOG is a monthly compilation of stories, insights, facts, figures, charts, and more.


A Programming Note

"Change before you have to." That quote, from former GE CEO Jack Welch, has held particular relevance for me the past few months. As marketers well know, change is inevitable and being ready for it is essential to continued success — and for ANA magazine the time to change has come.

Before rising print costs can begin to impact the quality of the award-winning content readers expect to find within its pages, ANA will evolve to a digital-only publication. As December closes out the last chapter of 2016, so too does the December issue mark the final print run of ANA magazine.

In January ANA will join our other publications online as part of the new ANA Newsstand.

Have a look around and send me your feedback. I'd love to know what you think. Thanks for reading.

— Andrew Eitelbach, editor, ANA magazine



// watch it

Removing gender bias from advertising increases purchase intent by more than 26 percent among consumers and 45 percent among women consumers specifically. That's according to new research conducted by Advertising Benchmark Index on behalf of the ANA Alliance for Family Entertainment, which launched the #SeeHer campaign earlier this year to help eliminate inaccurate portrayals of women in advertising. Last month the campaign released a video rallying marketers and brands to join the movement.



Learn more about the #SeeHer campaign at seeher.com.



// stats

$148.8 Billion

How much U.S. brands will spend on local advertising in 2017, a 2.4 percent increase over 2016.

source: 2016 BIA/Kelsey U.S. Local Advertising Forecast 2017



Pinterest users who make more than $100,000 annually. Last month, the social site expanded its Marketing Partners program to help advertisers reach more of the social site's users.


source: 2016 Oracle Data Cloud and Pinterest Research



Hitting the Like on Mobile Ads

Facebook's revenue from mobile ads is projected to continue growing over the next two years. (price in billions)





source: 2016 eMarketer



Ramping Up Content

In order to fuel their content marketing strategies, most marketers expect to create more original content in 2017 than they did in 2016.

source: 2016 Content Marketing Institute and MarketingProfs report



4 in 10

CMOs who expect the benefits of artificial intelligence will be difficult to explain to consumers.

source: 2016 Weber Shandwick and KRC Research study



View More

Instagram is introducing something marketers have been keen for ever since the platform launched Stories earlier this year. Stories, a Snapchat-like feature that lets users post short videos or photographs that expire after 24 hours, now allows users to add a link to Stories posts, a first for the platform. Previously, Instagram had not permitted links on any kind of post.

To start, the ability to add links is limited to verified accounts, and those looking at the post won't actually see a link. Instead, they'll get a "see more" call to action at the bottom of the image. Viewers can tap or swipe up to visit the link from within the app.

In addition to links, users can play with a Boomerang setting and incorporate mentions of other users into their Stories posts.



Driving Innovation

T-Mobile is giving consumers a new route to the information superhighway with a dongle that plugs into a car's onboard diagnostics port. The SyncUP Drive, which works with any car manufactured after 1996, will give users an analysis of driving habits, with the ability to set alerts for dangerous behavior or operation that causes wear and tear; engine status and maintenance reports; and real-time location information. The data is beamed to an app on the user's smartphone. The dongle, which also acts as a Wi-Fi hotspot for car passengers' devices, debuted last month.




This article first appeared in the December 2016 issue of ANA magazine.

Image credits: State of change/Pavlenko Volodymyr, shutterstock.com; phone/courtesy of instagram; dongle/courtesy of T-Mobile

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