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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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Three Things I Never Expected Marc Pritchard To Say — But Every Marketer Needs To Hear

Jim Nail March 1, 2018
P&G CMO Marc Pritchard keynoted today’s ANA Media Conference and exhorted the marketing industry to disrupt and reinvent the craft of marketing: Quote #1: “Disrupt mass marketing.” Yes, you’re reading that right. The company that is if not the inventor of mass marketing, certainly the company known for perfecting it, says its time has passed. […]
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The Inflection Point for Addressable and Advanced TV Is Here Now. Really.

Jim Nail March 1, 2018
The headlines have said it for years: TV is about to change. It will become more targeted. So I don’t blame you if you are a bit skeptical. But yesterday I presented data from the ANA/Forrester State of TV and Online Video Survey that strongly demonstrates that we are finally at the point where rapid […]
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Amazon Has Officially Invaded The Advertising Industry

Collin Colburn February 28, 2018
Amazon is seemingly part of every sector of the economy – and that now includes advertising. We fielded many questions from clients about Amazon ads during 2017 and by year’s end, we were curious about how significant its advertising business had become. Since Amazon doesn’t break out its revenues from advertising (although it’s been estimated […]
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Facebook: The Industry Wants Transparency, Not New Labels

Jim Nail February 23, 2018
Facebook made an announcement yesterday titled “Making Ad Metrics Clearer” that says, in part: We’ve heard that businesses want more insight into our measurement tools and metrics. So today, we’re introducing new labels on some of our metrics to clearly show how they are calculated . . . The centerpiece of its announcement is new […]
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The Data Digest: Which Ads Resonate In The Weeks After Super Bowl LII

Chris Collins February 23, 2018
In a blog post immediately following this year’s Super Bowl, my colleague Joanna O’Connell said that ads in this year’s big game could be summed up as “trying too hard with mostly nonsensical and underwhelming results.” Of all the ads that played during the game, the winner of this year’s Try-Hard award was certainly Ram […]
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Top Gear Marketing: How Honda Measures The “Rhythm Of The Brain”

Dipanjan Chatterjee February 12, 2018
Why Should You Care? Ever seen puppies on ads? How about babies? If you have, chances are that you weren’t seeing much of anything else. When I first collaborated with Nielsen Consumer Neuroscience, they shared a straight-forward eye-tracking heat map of an audience watching a commercial involving shelter pets. The dogs were adorable. And everything […]
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2018 Super Bowl Ads: Plenty of Fumbles Off The Field

Jim Nail February 6, 2018
Few marketers can resist the lure of the Super Bowl ad hype. VP, Research Director Brigitte Majewski interviewed a few of us who cover all things marketing here at Forrester to get at what really matters when it comes to Super Bowl advertising and why. Brigitte: The buzz in Marketingville around the Super Bowl is […]
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Consultancies Change The Game

Jay Pattisall January 31, 2018
Consultancies Arrival Disrupts Agencies Fiat Chrysler’s appointment of Accenture Interactive as the “experience agency of record” for Maserati marks the second example of consultancies winning a global marketing assignment, following Deloitte Digital’s win of John Hancock/Manulife last summer. Both are seismic events in the marketing world as these assignments traditionally reside with agencies and holding […]
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Agency Layoffs Or Agency Calibration?

Jay Pattisall January 16, 2018
Layoffs Are A Reality Of The Agency Business Each January the industry weathers account losses, budget cuts or contract changes that result in  layoffs. Last week four agencies announced post-Holiday staff reductions: Grey Group reduced 2.2% of staff. Ogilvy reduced 2.8% of staff. BBDO reportedly reduced nearly 30 staffers. TBWA reportedly reduced approximately 10 staffers. […]
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How State Farm Turned a Marketing Tagline into an Expression of Its Corporate Values

Jim Nail January 11, 2018
Happy 2018! I hope everyone enjoyed their holidays and had a chance to relax. As we get back to the swing of our regular routines, I have to wonder — what becomes of the season of giving? The Salvation Army bell ringers have disappeared, and cause-related marketing ads promoting companies’ charitable giving (like Subaru’s Share […]
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Search Advertising Enters 2018 On The Cusp Of A Renaissance

Brandon Verblow January 3, 2018
In recent years, search has been the important but sleepy mainstay of the digital advertising market. Even though it garners the most digital advertising dollars, the attention paid to search has faded as growth has matured and novel channels like social and video have emerged. However, search is poised to experience a late-stage renaissance as […]
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As CVS Goes Post-Digital, Walgreens Reverts to Pre-Digital

Jim Nail December 18, 2017
For a case study on how marketing must break from past practices, one needn’t look further than two recent announcements, one from CVS and the other from Walgreens. One company is pushing the boundaries of retail healthcare; the other is looking back a century for its marketing ideas. In this report, my colleague Shar VanBoskirk and […]
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US Data Management Platform Market To More Than Double In Five Years

Jennifer Adams December 14, 2017
US companies continue to spend more on ad technology (adtech). In our latest Forrester Data Business Technographics® Marketing Survey, 2017, 60% of US respondents expect to increase spending on adtech this year, versus 45% last year. Almost one-quarter plan to increase adtech spending by more than 10%. With the adtech space, data management platforms (DMPs) […]
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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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Digital Advertising And Marketing Under The GDPR: A Question Of How, Not If

Samantha Merlivat December 6, 2017
The May 25th deadline announces a period great reckoning for data-driven marketing in Europe. The question marketers ask me most often is “Can we continue to do this…” or in other words, will this type of activity be allowed under the GDPR? But often, with this Regulation, the question is not whether you can or […]
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Help Forrester Benchmark The Privacy/Personalization Paradox

Fatemeh Khatibloo November 17, 2017
Modern day marketing and advertising has created a paradox: customers want to be recognized and rewarded for their loyalty, but they also want their privacy to be respected and their data used ethically. We firmly believe that balancing this privacy-personalization paradox is crucial to building customer trust and thriving in the age of the customer. […]
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Allocate Your Marketing Dollars More Efficiently

Brandon Verblow November 13, 2017
Marketers are increasingly under pressure to show that their digital marketing investments are generating returns. Large firms like Unilever have moved to more regularly reevaluate their marketing spending as part of a shift to zero-based budgeting — adopted in part to ward off potential interference by activist investors. Ad fraud and viewability concerns are giving […]
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Go Ahead, Freak Out About Snap’s Earnings- For The Right Reasons

Melissa Parrish November 9, 2017
The sky is falling, right on top of Snap Inc, and the sky’s name is CPM. Since they launched their self-service, auction-based buying environment, CPMs plunged 60%.  60%!?!?!?  Cue the panic, right? Not so fast. With companies like Facebook making up the competitive set, the pressure was always on Snap to not just post good […]
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Predictions 2018: Visionary CMOs Will Focus On Growth And Customer-Obsession

Keith Johnston November 6, 2017
With the waning days of 2017, a fresh start emerges. CMOs again begin to plan their personal affirmations to revitalize from a draining year. Headlines awash in ad fraud, brand safety concerns, data privacy debacles, and the threat of Amazon dropping into a market near you has caused tremors, shuddering your role. Numerous teachable, though […]
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