Ryan Skinner

Senior Analyst

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Here Are Your Native Advertising Options Mapped Out

Ryan Skinner September 27, 2016
Native advertising corresponds to many types of advertising, from paid search and social ads to the sponsored editorial offerings from media companies. Put simply, it’s confusing as hell to understand. Success at native means both the user of a media site or app and the advertiser explicitly get value out of the experience. To understand […]
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Just Don’t Call It Native Advertising

Ryan Skinner May 10, 2016
In the context of writing a report on the native advertising technology landscape, I was looking at many publishers' native advertising products when it occurred to me: Nobody uses the same damn name for native ads, no one calls it 'advertising', and almost no one calls it 'native'. Here's a word cloud of all the […]
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United States of #Engagement’s Declaration of #Engagement

Ryan Skinner April 20, 2016
Just go with this for a moment:   We hold these #engagements to be self-evident, that all #engagements are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are #engagement, #engagement and #moreengagement.–That to secure these rights, #engagements are instituted among Men, deriving their just #engagements from the […]
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6 Reasons BuzzFeed’s Revenue Miss Is OMG!

Ryan Skinner April 15, 2016
BuzzFeed's supposed to be the media company that holds the answer to the media business's future in a post-banner world. While the media world is dying, BuzzFeed's been hiring, growing to new markets, winning new investment on high valuations and projecting hockey stick sales growth. But worrying signals that BuzzFeed was struggling were confirmed in […]
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Facebook To Collect Brand-Sponsored Content Data

Ryan Skinner April 12, 2016
An announcement late last week by the Facebook media team may have been overlooked by many marketers, but it has intriguing ramifications. Facebook announced that it would effectively allow any organization with a verified page to publish brand-sponsored content without asking Facebook for explicit permission first, provided that content was tagged to the brand. They […]
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Half of top-performing marketers use UGC extensively

Ryan Skinner April 5, 2016
Last week Salesforce published its 'State of Marketing' survey results, which included some interesting findings for data-driven marketers. First of all, the over-ambitious title* and the survey's methodology tell you to take the findings with a grain of salt. 43% of the survey's 4,000 respondents were either CEO or owner, which correlates well with the apparently […]
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GoPro: What Happened To The Content Marketing Child Prodigy?

Ryan Skinner March 29, 2016
GoPro’s like the preternaturally gifted kid at Content Marketing High. Its community of content creators churn out viral video clips like butter, and its online audiences are second only to Red Bull’s. The product’s actually a viral video machine, giving it this absurd business, marketing and content strategy alignment: But all is not well with […]
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12 Quick Observations On The Content Marketing Vendors In That Supergraphic

Ryan Skinner March 23, 2016
Two days ago, Scott Brinker published his annual marketing technology supergraphic. It's now grown to some 3,800 vendors.* There are, by my count, 159 vendors categorized in the content marketing part of his uberstack. Some quick analysis of this collection: First of all, a blob of logos is hard to relate to (but it looks […]
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Don’t bet on your video subscribers

Ryan Skinner March 21, 2016
Here’s an interesting discrepancy: Marketers and agencies fuss over how many people subscribe to a brand’s YouTube channel. Yet, the ease of subscribing suggests little commitment, and YouTube buries notifications of new videos from subscribed channels.* Thus, in the context of a report I’m writing, I hypothesized that YouTube subscribers were worthless; brands that had […]
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The Age of the Customer Hits The Media World

Ryan Skinner March 17, 2016
Do you hear something? Is someone banging on the door? Yes, I think someone’s banging on the door. Pretty hard actually. In fact, it’s deafening. The knocking is empowered digital media buyers. The slowness to answer is the media ecosystem of publishers, media agencies, and broadcasters. I shared the video below a week ago on […]
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All Things Hair: A case study about brand-building in 2015 AD

Ryan Skinner September 23, 2015
I just published this case study about All Things Hair. If you haven’t heard or come across ATH before, it’s a series of YouTube channels initiated by Unilever’s hair care products division. On each national channel (they’re in about a dozen countries now), a half-dozen teenage and twenty-something video bloggers describe how you can get […]
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Marketers want more content strategy from their content marketing

Ryan Skinner July 17, 2015
We recently asked marketing leaders who use content marketing platforms (CMPs) a simple "this or that" question, namely: What business outcomes did your content marketing initiatives generate last year: top-line benefits (new customers, revenue, sales) or bottom-line benefits (loyalty, reduced marketing or media expenses)? The responses came down decidedly in the second category. In other […]
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Introducing the Forrester Wave for Content Marketing Platforms

Ryan Skinner June 30, 2015
“Once you scale beyond a couple contributors and teams, it gets messy.” – Content marketing leader at Intel That’s as succinct a summary as you’ll get for the pains of contemporary content marketing. Even as marketers flock to it, experienced practitioners know of content marketing’s side effect:  An unmitigated mess, with lots of people producing […]
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Hello World. It’s Audience-Centric design.

Ryan Skinner March 18, 2015
Today I heard an agency describe the content strategy that it was working for a client. At the end of the description (which revolved around how the client saw itself, and what it wanted to talk about), I said: “That sounds like an ad pitch.” Awkward silence. Right now, in meeting rooms around the world, […]
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What Will Come Of Recent Content Marketing Deals

Ryan Skinner February 18, 2015
Last year we announced in our report about tools and technology for content marketing that: Marketers must mix service providers and software solutions to serve their needs . . . vendors bifurcate into service partners and software solutions. Increasingly, we’re seeing those two camps – the service providers, usually agencies, and software tools – merge […]
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You Must Solve Two People-Shaped Content Problems

Ryan Skinner January 29, 2015
The problems of content marketing apply to you as a marketer whether you’re actually practicing “content marketing” or not. In any enterprise, there’s a New York Times-scale amount of content getting produced.[i] And your customers are hoovering up content (from a brand or otherwise, in many channels, interchangably) and making decisions based upon it.[ii] That […]
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Listen To This Mini-Podcast On Content Co-Marketing

Ryan Skinner October 28, 2014
To bring a recent piece of research on content co-marketing to life, I created a mini-podcast (8 minutes) that includes excerpts from my interviews with marketing leaders. Give it a listen (if the Soundcloud player below doesn't show up or doesn't work for you, you can go straight to the Soundcloud page where it lives, […]
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The Rise Of Dial-Up, Dial-Down Advertising

Ryan Skinner September 23, 2014
Advertising as we’ve always known it, online or off, worked a bit like this: > Promote more if it works (or less if not)” src=”/wp-content/uploads/f/b/users/rskinner/visual_2.png” style=”width: 564px; height: 229px;” /> Here it’s a question of identifying content for promotion that’s already in the wild, on a blog, in a discussion forum, uploaded to YouTube, and […]
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Content Distribution Is A Hot Mess Right Now

Ryan Skinner August 29, 2014
[UPDATE 4 Sept: I have updated this post to the original draft, which includes specific and strong recommendations to publishers and marketers. They had been redacted, but a colleague asked "What would you DO about this?" so I saw fit to reinclude them. These are my answers; there are no easy solutions, but these are […]
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A European Market For Social Media? Does Not Exist

Ryan Skinner August 6, 2014
An agency head told me how he was on a call between the European head of marketing for a US brand and that brand’s board of directors. The chairman asked the marketing honcho, “How is the European market?” The marketer answered, “There isn’t one.” Awkward silence. “That is, there is no European market. There is […]
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