Advertising

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

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Insights

Blog

The Agency Landscape Converges On Frictionless Partner Models

Jay Pattisall August 11, 2022
As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.
Blog

Performance Marketing Is Underperforming

Nikhil Lai August 10, 2022
Every advertising channel now parades as “performance” to appear accountable to outcomes. This dilution, along with three trends, is causing performance marketing’s underperformance.
Blog

Announcing The Forrester Wave™: B2B Advertising Solutions, Q3 2022

John Arnold August 9, 2022
In our 28-criterion evaluation of B2B advertising solution providers, we identified the 14 most significant ones — 6sense, AdDaptive Intelligence, Adobe, Demandbase, Influ2, Jabmo, LinkedIn, Madison Logic, Marin Software, Metadata, RollWorks, StackAdapt, Terminus, and The Trade Desk
Blog

Port In The Storm: Takeaways From Amazon’s Q2 2022 Earnings

Nikhil Lai July 29, 2022
For B2C marketers, Amazon's latest earnings report yielded insights on advertising, e-commerce, and more.
Blog

Data Deprecation Déjà Vu: Google Delays The Cookiepocalypse (Again)

Emily Collins July 28, 2022
Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.
Blog

Alphabet’s Profit Falls, But Advertisers Are Sticking With Search

Nikhil Lai July 27, 2022
Here, we break down three key takeaways from Alphabet’s Q2 2022 earnings release and call and what they mean for B2C marketers.
Blog

Adopt A New Media Analytics Equation To Measure Omnichannel Customer Behaviors

Tina Moffett July 25, 2022
Pandemic-induced shifts in consumer behavior resulted in a burst of content consumption across emerging platforms — from connected television to streaming radio and beyond. B2C marketers quickly shifted budgets toward these more trackable media channels in efforts to quickly capture the attention — and dollars — of prospective customers. But a new challenge emerged: Relic […]
Blog

The Intelligence Revolution Takes Hold In Marketing Creativity

Jay Pattisall July 25, 2022
The rise of data intelligence in the creative process will be as transformative as the creative advertising revolution of the 1960s.
Blog

Why Netflix Chose Microsoft In Its Bid To Enter Advertising

Joanna O'Connell July 14, 2022
The speculation has been swirling for months that Netflix was getting into the ad business. We’ve long seen this as necessary for Netflix and have been clear about the upside, so no big shock there. What is notable is the news that Netflix chose Microsoft as its adtech partner. Why Microsoft? Microsoft’s acquisition of Xandr, […]
Blog

Media Is The Flywheel For Integration And Growth

Jay Pattisall July 13, 2022
Are Integrated Agency Relationships The Way Of The Future? Many indicators point to “yes.” CMOs Want Integration Intrigued by the potential lift from integrated marketing solutions, CMOs are changing the nature of their agency relationships to be more connected and improve marketing impact. Our research shows that nearly two in five CMOs will restructure their […]
Blog

A Booming Advertising Talent Market Illustrates The Belated Agency Transformation

Jay Pattisall July 12, 2022
Advertising industry growth has not yet stalled, counter to the misguided headlines. Despite rising inflation, concern for recession, and agency and tech company layoffs, US advertising industry job growth remains strong. According to the US Bureau of Labor Statistics (BLS), advertising and related services added 3,800 jobs in June, while the total US jobs market […]
Blog

The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”

Kelsey Chickering June 28, 2022
The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]
Podcast

Why Are Brands Funding Misinformation?

What It Means June 23, 2022
Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon.
Blog

New Data: Ads On Netflix And Disney+ Will Pay Off

Mike Proulx June 14, 2022
For both companies, the addition of ads will bring in new revenue from eager advertisers and boost subscriber revenue from price-conscious consumers.
Blog

Elon Musk’s Twitter Acquisition Has Become Part Of The US Culture War

Mike Proulx May 31, 2022
We’re still several months away from the anticipated close date of Elon Musk’s Twitter acquisition — whether it’s on again or off again depends on the day. A lot has happened in just the five weeks since the deal was announced, and we anticipate more will happen between now and October. But rest assured: We […]
Blog

What’s Next For The Booming Retail Media Market

Emily Collins May 27, 2022
The retail media boom will keep booming. We predict US ad sales will reach $40 billion this year. Learn how the space will evolve.
Blog

Data Clean Rooms Add Complexity To The Data Deprecation Conundrum

Tina Moffett May 24, 2022
The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies. Amidst all the changes in the ad ecosystem, we are seeing the emergence of a new tool with the promise […]

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.

Blog

Meet Forrester’s New Senior Analyst Covering Performance Marketing: Nikhil Lai

Emily Collins May 24, 2022
Brands are funneling more dollars into “performance” channels in pursuit of maximum return on advertising spend. According to Forrester’s Marketing Survey, 2022, more than 60% of B2C marketing decision-makers plan to increase their paid media investments in “performance” channels such as search, social, and online video. But the way that consumers buy is changing, and […]
Blog

As B2B Media Time Grows, Marketers Need These Five Audience Insights

John Arnold May 13, 2022
Audience insights are more critical than ever for B2B marketers. Business decision-makers are making the shift to anywhere work and spending more of their time with digital media. How much time are B2B buyers spending with digital media? About half of the business decision-makers in Forrester’s Q4 2021 B2B Advertising Trends Survey said they spend […]
Blog

Top Five Most Critical CMO Priorities For B2C Brands

Mike Proulx May 11, 2022
Fresh data from Forrester’s Q2 B2C Marketing CMO Pulse Survey, 2022, reveals the top five most critical CMO priorities for B2C brands. Learn more.
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