American advertisers' Marketing Word of 2015

"Content marketing" was the Marketing Word of the Year 2015 for members of the Association of National Advertisers (ANA), according to the association's latest survey.

ANA identified a list of finalists and asked their members to cast their votes to determine the winner. About 300 members participated in the survey, with content marketing receiving the most votes. Programmatic, transparency, and storytelling were runners-up.

In a similar survey conducted in 2014, "programmatic" was voted the marketing word of the year.

This turnout did not come as a surprise to ANA. Bill Duggan, ANA's Group Executive Vice President, said, "Our members are realizing that 'content' provides the means for engagement and 'marketing' is required to drive awareness of content %u2014 so the resulting combination of 'content marketing' is powerful."

For more information, contact the ANA.