The ANA outlines the benefits of standardized metrics for influencer marketing

The Association of National Advertisers (ANA), the trade body, is seeking to bring a greater degree of standardization to the measurement of influencer marketing.

The growing role of influencers in brand communications is exposing knowledge gaps, potential vulnerabilities to fraud, and the risk of wasted budgets, according to the chair of the Association of National Advertisers’ (ANA) Influencer Marketing Advisory Board.

Speaking at the trade body’s recent Influencer Marketing & Activation Conference, Casey DePalma McCartney – who also serves as senior director/head of PR and digital engagement at consumer goods giant Unilever – outlined the following agenda to enhance the practice of influencer marketing:

  • Building credibility through shared metrics;
  • Demystifying key terms like ‘engagement rates’;
  • Addressing fraud in a holistic way;
  • Enabling cross-media comparison;...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands