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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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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini May 14, 2019
Having A Digital Ad Strategy Doesn’t Mean You’re Ready For This $100 Billion Market This week, the IAB announced that US digital ad spend topped $100 billion for the first time last year. We’re not surprised — our forecast predicts that by 2023, CMOs will spend nearly $150 billion on various digital marketing channels in […]
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CMOs Take Public Stances On Societal Issues To Tap Into Consumer Energy — Just As We Said They Would

Keith Johnston May 7, 2019
In November 2018, we predicted that CMOs would target societal tensions to gain an advantage in competitive markets. Nike’s 30th-anniversary campaign featuring controversial activist Colin Kaepernick would serve as an opening salvo for other brands to just do it. And so they did. AdAge’s “Campaign of the Year” is producing a tapestry of evidence that CMOs […]
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Is Your Brand Desperate To Differentiate?

Jay Pattisall May 1, 2019
If you’re among the fifty percent of marketers that prioritize “improving customer experiences” over other marketing initiatives or among the majority of marketers that cut agency fees and scope, you may be desperate to differentiate from your competitors. Growth From Improving Customer Experience Sputters The customer experience agenda is stalling. Forrester’s Customer Experience Index (CX […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini April 29, 2019
A Tech-Driven Transformation Payoff In The Face Of Food Quality Issues Chipotle is in the midst of a food quality turnaround and a digital business transformation payoff. The company has invested in technology-driven innovation and an adaptive model leveraging point-of-service store systems, mobile ordering, food delivery (via DoorDash), and loyalty (a few months old and […]
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Let’s Unpack The Latest Agency Acquisition — Epsilon + Publicis = ?

Fatemeh Khatibloo April 16, 2019
On Monday, Publicis Groupe officially announced its plans to acquire marketing services agency and loyalty provider Epsilon-Conversant from Alliance Data Systems for US$4.4 billion. We predicted this acquisition months ago, since IPG’s purchase of Acxiom and Dentsu Aegis Network’s (DAN) purchase of Merkle left Publicis as the only holding company without a significant data management […]
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Apple ITP 2.1: What It Is, What It Means, And Why It Matters

Tina Moffett April 4, 2019
Apple first introduced Intelligent Tracking Protection (ITP) in 2017, but the latest update (2.1) creates a new set of challenges for advertisers, publishers, and tech vendors that make money from online behavioral advertising (OBA), attribution, web analytics, testing, and personalization. With new reports that Google may be following suit, we decided it was time to […]
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Creative Media Outshines The Technology

Jay Pattisall March 14, 2019
The excess of adtech and martech such as demand-side platforms (DSPs) and data management platforms (DMPs) gives marketers all the control and insights required to run efficient and effective media campaigns. The prospect of marketers owning their data and putting hands on keyboards for digital campaigns calls into question the real need for media agencies. […]
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We Should Chat About WeChat And Why Facebook Wants In

Jessica Liu March 7, 2019
For years, I’ve maintained that Mark Zuckerberg, CEO of Facebook, Inc., has had his eye on a singular goal: becoming the global version of China’s WeChat. WeChat is China’s most popular messaging app, with 1 billion monthly users. China’s population is 1.4 billion people, which means approximately two in three Chinese are on WeChat. But WeChat […]
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Digital Media Spending Growth And Privacy Are Compatible

Brandon Verblow February 26, 2019
With increasing scrutiny on how advertising platforms use consumer data, the days of hypertargeting are numbered. As a result, one may believe that ad prices and, consequently, ad spending will need to decline. Forrester disagrees. We expect annual digital media spending in the US to grow by nearly $50 billion over the next five years. […]
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The Hidden Lesson In Big Beer’s Post-Super Bowl Antics (Hint: It’s Not About Fast Marketing)

Brigitte Majewski February 8, 2019
What everyone will remember most about “Super Bore LIII” is not the game or the ads but the post-game tit for tat between Big Beer brands Anheuser-Busch InBev (ABI) and MillerCoors (MC).   In Case The Game’s Dullness Induced You Into A Media-Blocking Stupor . . . Here’s what happened: ABI aired three Super Bowl […]
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VIDEO

Gillette’s Latest “We Believe” Response Earns A C- Grade

Jim Nail January 24, 2019
After I lambasted Gillette for its initial response to the blowback to the “We Believe” campaign, it’s only fair that I acknowledge that the firm has continued to engage with the controversy. Damon Jones, P&G’s VP of global communications and advocacy, spoke to Forbes journalist Michelle King in an interview published on January 20. While […]
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Gillette’s Path Forward With “We Believe”: Own The Controversy

Jim Nail January 18, 2019
In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking conviction in the values it claimed that the campaign represented. My first piece of advice was: If you aren’t authentic […]
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Gillette’s Close Shave: Its Latest Ad Is A Masterful Emotional Play Let Down By Its Execution

Anjali Lai January 17, 2019
Brands are jumping into the messy arena of polarizing issues with greater fervor — and Gillette just raised the stakes. After 30 years of sitting on the sidelines, Gillette is passing its razor like a baton, with an overture that overtly calls masculinity into question. Within 72 hours of launch, Gillette’s “We Believe” TV spot skyrocketed […]
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Hulu Signals An Inflection Point For OTT

Jim Nail January 14, 2019
You’ve likely read the facts: Hulu announced that it has 25 million subscribers and collected $1.5 billion in advertising revenue in 2018. (For more information and analysis, check out this report.) The eye-catching comparison is that Hulu now has more subscribers than any traditional pay TV provider, such as Comcast with just under 21 million […]
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You’ve Still Got Mail

Brandon Verblow January 2, 2019
It has been more than two decades since AOL popularized email with the catchy “You’ve got mail” greeting. So ubiquitous was it in its heyday that it was the title of a rom-com starring Tom Hanks and Meg Ryan. Since then, however, the way that people use the internet to communicate has evolved significantly. AOL […]
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Video Drives Online Display Advertising Spending, But With Some Limitations

Meenakshi Tiwari December 13, 2018
Online video offers marketers and media firms an immersive and interactive form of communication with targeted user groups. Google is constantly refining its content acquisition and delivery tools to grow its YouTube revenue. Three Chinese digital giants — Baidu, Alibaba, and Tencent (BAT) — are investing aggressively on their online video platforms, namely Baidu’s iQiyi, […]
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