Joanna O'Connell

Vice President, Principal Analyst

Forrester Bio

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Creative Adtech: The Most Important Category You’ve Never Heard Of (Plus, A Forrester Wave™)

Joanna O'Connell November 5, 2018

For the past 30-plus years, and for a host of reasons, the age-old connection between creative and media has been severed. In the programmatic era, the focus has been dominantly on media, as though creative didn’t contribute to enticing consumer attention and engagement and driving media performance. The results have been dismal: The digital advertising […]

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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018

The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]

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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018

The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]

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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

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TD Ameritrade’s “Accountable CMO” Makes Marketing A Business Engine

Joanna O'Connell May 3, 2018

I have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management Conference earlier this week in Hollywood, Florida. My new marketer inspiration? Denise Karkos, CMO of TD Ameritrade, who talked us through what it means — and why it’s so critical — to be an accountable CMO. Here’s a bit […]

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Omnichannel: It’s Not What Your Ad Tech Provider Tells You It Is

Joanna O'Connell March 8, 2018

I love digging into data. Sounds obvious, I know. I’m an analyst, after all. But when I returned to Forrester, just after the Q2 2017 Omnichannel DSP Wave published, I found we were sitting on a treasure trove of data gleaned during the customer reference survey portion of the research. And it was illuminating. This […]

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TV Industry: It's Time For A Round of "Stop, Keep, Change"

Joanna O'Connell December 8, 2017

I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late, my ad experience with my chosen form […]

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From Darling To Workhorse: Programmatic’s Growing Pains And What Comes Next

Joanna O'Connell November 1, 2017

I attended AdExchanger’s semi-annual Programmatic I/O conference last week to absorb the latest in industry talk and get a pulse check on the health and wellness of the programmatic ecosystem. This show was illuminating in that I found signs of both enthusiasm and beleaguerment in equal measure. It felt, in short, like a meaningful corner […]

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