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

Joanna O'Connell 5 days ago
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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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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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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A Guide To 5G Strategy

Dan Bieler April 16, 2019
The hype around 5G is growing. Governments are auctioning off the necessary spectrum; telcos are testing the first 5G networks; handset vendors are announcing the first 5G smartphones; business users are exploring potential 5G use cases; and consumers are seeing media reports about the possibilities of super-fast broadband. And yet, are you familiar with the […]
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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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Netflix Has Become HBO

Jim Nail January 18, 2019
In a 2013 article in GQ, Netflix Chief Content Officer Ted Sarandos laid out the then-nascent streaming company’s challenge: “The goal is to become HBO faster than HBO can become us.” In yesterday’s Q4 2018 earnings interview, CEO Reed Hastings, while not referencing Sarandos’ statement, laid out facts that showed Netflix has achieved — or even […]
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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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The TV Industry Is Stumbling Toward Customer Centricity

Joanna O'Connell December 5, 2018
I’ve just returned from a few days in the sun, having once again participated in Beet.TV’s annual Beet Retreat. (Wonderfully, we returned to Puerto Rico this year.*) The theme was “It’s Consumer-First in TV Land,” which I really hoped the conference would pay off on. Why? Well, we know that consumer attitudes about advertising are […]
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Predictions 2019: Media — What’s On Tap?

Mary Pilecki November 7, 2018
Media Acquisition Growth Explodes By any standard, 2018 will be remembered as a blockbuster year for media. On June 14, 2018, AT&T completed its acquisition of Time Warner for $85.4 billion, despite an appeal by the Department of Justice. A week later, Disney won the battle against Comcast to acquire 21st Century Fox for $71.3 billion. These […]
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Media Consultancies Come Of Age

Jay Pattisall September 18, 2018
The first Forrester Wave™ on global media agencies reveals the category-adding technology, services, and capabilities to leap beyond conventional media planning and buying. Media agencies are beginning to transform into media consultancies. However, who’s leading might surprise you. The Conventional Approach Of The Media Agency Is Deteriorating Media agencies are no longer just media planning […]
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Can Agencies Change Their Business Model Fast Enough?

Jay Pattisall August 15, 2018
Agencies Are No Longer The Exclusive Marketing And Business Partner For CMOs CMOs bring agency work in-house and aggressively manage agency fees. Global consultancies like Accenture and Deloitte target CMOs and new business and technology stakeholders with experience agency services. The agency business model is under financial attack. P&G reported saving $1 billion in agency […]
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The Video Universe Is Expanding, And Video Market Players Must Adapt

Brandon Verblow August 9, 2018
In season four of Netflix’s BoJack Horseman, an animated series about the struggles of a former 90s-era sitcom star of the same name, BoJack’s agent Princess Carolyn is pitching a new series starring BoJack. The pitch is to executives at the fictitious WhatTimeIsItRightNow.com, an online source for local times around the world.[i] The website has […]
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Six Key Takeaways From Google Marketing Live 2018

Collin Colburn July 12, 2018
Susan Bidel, Joe Stanhope, Tina Moffett, and I were able to attend Google Marketing Live this week in San Jose. There were many announcements and changes made to Google’s platforms and products. Possibly the most significant — an announcement that was made over a week ago — was the retirement of the AdWords and DoubleClick brands in […]
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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018
The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]
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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018
The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]
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Can CMOs Trust Consultancies For Programmatic Media?

Jay Pattisall May 29, 2018
Last week, Accenture Interactive launched a new media service called Accenture Interactive Programmatic Services. The new service will include programmatic consulting services for in-housing media, media strategy, planning and implementation, and advertising technology services. It’s the first “official” foray into media from a consultancy. The marketing and advertising trade press label the move another effort […]
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The Data-Driven Marketing Revolution Will Be Televised

Jim Nail May 16, 2018
I recently heard L.L.Bean’s chief sales and brand officer walk through the company’s brand refresh and corresponding marketing campaign. He showed some TV spots (most of which elicited laughs, like this winner), and I was reminded of the company’s expanded TV spend. Is TV dead? Hardly. But it is about to change more radically than […]
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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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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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Net Neutrality Is Dead – Long Live Common Sense

Glenn O'Donnell December 14, 2017
My fellow Americans, the FCC has finally acted on its promise to repeal the regulations known at Net Neutrality. This move has been a magnet for political debate by those on both extremes. Ignore those people. They are only wasting your time. If you become spellbound by the media circus, your competitors will be busy […]
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