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While it has been well documented that digital advertising is becoming an increasingly important piece of marketing budgets across the globe, different geographies and ad channels are experiencing this digital transition to varying degrees and for a variety of reasons. To aid in understanding these myriad changes, this webinar will provide an overview of the current global digital advertising landscape and what forces are expected to drive or inhibit the market in the future.
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The Forrester Readiness Index (FRI) for digital marketing is a quantitative assessment that provides insights into the digital marketing environment and opportunity of 55 countries across the globe through the curation, analysis, and synthesis of 23 quant
Paid search is currently the largest interactive marketing category, but it will face tough competition from social advertising in the coming years. We forecast that the global paid search market will grow at a five-year compound annual growth rate (CAGR)
Ad spending on social media continues to grow at an impressive rate and is taking an increasing share of marketers’ interactive marketing budgets. While engaging formats on mobile and better targeting capabilities keep driving up the cost per ad for ads o
Over the past several years, online display advertising has undergone the most dramatic shift since the first banner ad appeared online in 1994. For nearly 20 years, companies purchased online impressions in the same high-touch, directly negotiated way as
Forrester expects online advertising to continue to be the primary driver for advertising spending in Europe, with its share growing compared with offline spending. Within the online advertising market, we expect online display advertising to be a key dri
Forrester expects that total online display and search marketing spending for the five Asia Pacific countries covered in this forecast -- Australia, China, India, Japan, and South Korea -- will grow at a five-year compound annual growth rate (CAGR) of 15.
Advertisers are increasingly shifting their budgets from PCs to mobile devices across all three components of mobile advertising: display, search, and social. Mobile advertising spending is on track to more than double from 2016 to 2021 as it grows from 4
As mobile usage continues to climb, mobile advertising across all three primary mobile ad channels — display, search, and social — is becoming an increasingly important method for businesses to communicate with their customers. In the EU-7 countries of Fr
The revenge spending spree that ensued following pent-up pandemic savings in 2022 is over. While consumers take a relaxed approach with their spend, turbulence will arise in consumer conversation with brands from a perfect storm of the 2024 Olympics and the US presidential election.Key takeaways: Hear the top five predictions on how consumers will behave in 2024 and the cultural forces that will influence these behaviors.Get insight into where marketers and companies should focus their energy with the consumer.Target audience level: all levels
In this webinar, hear from Forrester analysts in the B2C marketing and CMO groups about what 2024 holds for media and advertising. Our predictions unearth how media giants will assert their dominance even further in the coming year.Key takeaways:Learn about our 2024 predictions for media and advertising.Equip your teams to build successful media strategies for 2024.Vote on which predictions you think will come to fruition.Target audience level: intermediate
Martech is the engine that makes modern marketing possible. The marketing strategy is DOA without the tech to back it up, and that means CMOs can’t afford to take a passive approach to technology. CMOs must maintain direct involvement in their marketing technology strategy to ensure that investments live up to their full potential.This session helps to better familiarize marketing leaders with martech, including its components and how it’s organized, what it should accomplish, and the relationship between tech and data.Key takeaways:Learn about current martech trends.Understand the CMO’s role in martech strategy.Understand the objectives and composition of an optimized martech stack.Discover opportunities to develop differentiated martech capabilities that support the business.Target audience level: beginner and intermediate
