advertising

Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.

Insights

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SEO And Site Search: Not Quite The Match Made In Heaven

Mark Grannan November 11, 2019
Opportunities exist to link the two strategies to improve customer experience and conversion. Learn how.
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Predictions 2020: The Media Industry Braces For Long-Term Change

Collin Colburn October 29, 2019
The battle for customer loyalty and wallet share will intensify. What happens in 2020 will have implications that extend well into the new decade.
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How Can CMOs Grow Their Brand?

Move on from faltering brand experiences by investing in creativity.

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Roku Buys DSP Dataxu: Good For Roku, But For Everyone Else?

Jim Nail October 23, 2019
Roku announced yesterday that it’s buying demand-side platform (DSP) Dataxu for $150 million in cash and stock. Just another instance of advertising technology (adtech) consolidation, maybe? Not so fast. Let’s break down what it means. Roku Keeps A Good Thing Going From a strictly business perspective, this is a good move for Roku. The company’s […]
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PODCAST

Amazon’s Rise In The Digital Ad Space

What It Means October 17, 2019
Amazon has staked its claim in the digital advertising space, challenging Google and Facebook’s dominance. In this week’s What It Means, learn how this will impact ad industry stakeholders and reshape the digital ad landscape.
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IPG Takes The Creative Leap With Kinesso

Jay Pattisall October 7, 2019
Activating The Holding Company The Interpublic Group of Companies (IPG) announced the creation of Kinesso, a martech company that will build products and software solutions to scale precision marketing. This move gives IPG the opportunity to power both media and creative with technology and data-driven solutions that use Acxiom as the data management layer and […]
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The Future Of Creative Agencies Requires Taking A Human + Machine Leap

Jay Pattisall September 23, 2019
Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting heavily on data and building audience activation platforms to deliver growth, efficiency, and scale. These moves are paying off in media. However, the promise of data-driven creative […]
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McDonald’s Creative Shift Is A Blow To The Future Of Creativity

Jay Pattisall September 20, 2019
When brand creativity is separated from digital execution, the work can’t work together. The absence of creativity has led to digital sameness and stagnant customer experience. Learn more.
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VIDEO

TV Is Dead! Long Live TV! (A Forrester New Wave™ On Cross-Channel Video Ad Platforms)

Joanna O'Connell September 11, 2019
It’s become de rigueur for digital types to claim that traditional TV advertising is fast becoming obsolete. And they’re not entirely wrong. But they’re also not entirely right. Long and short, it’s complicated. Doubtless, the industry — among them media companies, brands that’ve long counted on TV for needed reach and frequency, and big media […]
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Google, Facebook, And Amazon: From Advertising Duopoly To Triopoly

Collin Colburn September 3, 2019
Google and Facebook have long dominated the digital advertising landscape. Now, Amazon has staked its claim. What could this mean for the ad industry and for marketers?
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The CMO/CIO Paradox

Keith Johnston August 27, 2019
CMO-CIO collaboration is critical to delivering the rich digital experiences that customers have come to expect. Forrester VP and Research Director Keith Johnston explains why good CMO-CIO partnerships are still rare and what it will take to change that.
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The State Of Influencer Marketing: Growing

Ryan Skinner August 22, 2019
For all the dramatic headlines about influencers, our research states that they’re capturing steadily larger proportions of marketing budget. For our latest report, we interviewed more than 30 enterprise marketers who are responsible for their brand’s influencer marketing. And the data shows: Investments continue to rise, and marketers’ budgets for influencer marketing are growing in […]
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Social Will Be The Fastest-Growing Digital Advertising Channel Globally

Meenakshi Tiwari August 15, 2019
While 2018 was a challenging year for global social media advertising amid the implementation of GDPR, privacy scandals, and brand safety concerns, Forrester forecasts that social will remain the fastest-growing digital advertising channel globally over the next five years. This growth will be driven by increasing revenue per user and will be fastest in Asia […]
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European Digital Advertising Gets Knocked Down But Gets Back Up Again (Kind Of)

Brandon Verblow August 8, 2019
GPDR has upended digital advertising in Europe. But this isn't the advertising apocalypse some predicted. Learn more.
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Asia Pacific Online Video Advertising Spend Will Reach $53.7 Billion By 2023

Meenakshi Tiwari July 11, 2019
Increasing internet penetration, better data infrastructure, and increasing adoption of 4G and now 5G are driving video consumption in Asia Pacific. The Asia Pacific region is a mix of heterogeneous markets such as Australia, Japan, South Korea, China, and India. Markets like South Korea and China are leading globally in term of 5G adoption, and markets like India and, again, China have a huge potential in terms of new users joining the internet every day and low revenue per […]
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Announcing Forrester’s First DMP Wave For Asia Pacific

Xiaofeng Wang July 10, 2019
I’m excited to share that “The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019” is now live. It’s the first time we evaluated data management platform (DMP) vendors’ capabilities in Asia Pacific (AP). In our 39-criterion evaluation, we identified the 10 most significant ones — Adobe, BrainPad, Cxense, iPinYou, Lotame, nEqual, Oracle, Salesforce, […]
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New Research: In Adtech, Omnichannel Remains In The Eye Of The Beholder

Joanna O'Connell June 25, 2019
Omnichannel — it’s everybody’s favorite word these days. But whenever I hear it, I am reminded of the sage words of “The Princess Bride’s” indefatigable Inigo Montoya, “You keep using that word. I do not think it means what you think it means.” And the adtech industry is no exception. It’s not that they don’t […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini June 4, 2019
As The (Blockchain) World Turns: Part 1 A couple of announcements in particular this week served as a reminder that enterprises and vendors alike remain committed to leveraging distributed ledger technology (DLT). Proving the naysayers wrong, TradeLens (the IBM/Maersk global supply chain initiative) welcomed on board two further ocean carriers — CMA CGM and MSC […]
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Why Sizmek’s Ad Server Shouldn’t End Up With Amazon

Joanna O'Connell May 24, 2019
Serving ads . . . sounds boring, right? And on its face, it is. Ad servers are the pipes of digital advertising — they (virtually) move content or ad creatives into empty slots on a publisher’s pages and keep track of how many times they did it. So it’s no wonder that most of the […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini May 20, 2019
Even Big Digital Companies Need Little Humans . . . Lots Of Them Amazon offered $10,000 of startup capital and up to three months of pay to qualifying employees who quit . . . and go start a local last-mile delivery business. The eCommerce giant had previously invested in local delivery companies, seeding the creation […]
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VIDEO

TV’s Tectonic Shift Just Happened

Jim Nail May 14, 2019
Did you feel the earthquake that hit the television business today? You should . . . I’ve long used the geologic concept of plate tectonics as a metaphor for the television business. Like the earth’s giant crustal plates that seem immovable in the face of enormous geophysical pressures, the television business has resisted the forces […]
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