Joanna   O'Connell

Joanna O'Connell

VP, Principal Analyst Serving B2C Marketing Professionals

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. As vice president, principal analyst leading adtech coverage, Joanna explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand-side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.

Previous Work Experience

Joanna has nearly 20 years of digital marketing experience and has been a pioneer throughout her career. She began at digital agency Avenue A as a media planner and buyer in 2000 and, in 2008, launched Razorfish’s agency trading desk, ATOM Systems, to bring programmatic expertise to the agency and its clients. Joanna joined Forrester in 2010, serving interactive marketers and covering adtech and programmatic advertising as a principal analyst. In 2013, she moved to leading trade publication AdExchanger, which further deepened her adtech expertise, and in 2015, she joined programmatic tech company MediaMath as CMO, where she led a global marketing team for two years.

Education

Joanna holds a B.A. in psychology from Vassar College, graduating Phi Beta Kappa with general and departmental honors.

Joanna O'Connell

VP, Principal Analyst Serving B2C Marketing Professionals

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. As vice president, principal analyst leading adtech coverage, Joanna explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand-side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.

Previous Work Experience

Joanna has nearly 20 years of digital marketing experience and has been a pioneer throughout her career. She began at digital agency Avenue A as a media planner and buyer in 2000 and, in 2008, launched Razorfish’s agency trading desk, ATOM Systems, to bring programmatic expertise to the agency and its clients. Joanna joined Forrester in 2010, serving interactive marketers and covering adtech and programmatic advertising as a principal analyst. In 2013, she moved to leading trade publication AdExchanger, which further deepened her adtech expertise, and in 2015, she joined programmatic tech company MediaMath as CMO, where she led a global marketing team for two years.

Education

Joanna holds a B.A. in psychology from Vassar College, graduating Phi Beta Kappa with general and departmental honors.

Joanna O'Connell's Research

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  • For B2C Marketing Professionals

    REPORT: Predictions 2019: Media

    Five Events Will Reshape The Media Industry

    November 7, 2018 Collin Colburn, Susan Bidel, Joanna O'Connell, Jessica Liu, Jim Nail, Joe Stanhope

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and unexpected events will push the advertising and media industry into new territories. This report lays out Forrester's five major predictions for the media industry in 2019, giving B2C marketers time to prepare.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Creative Advertising Technologies, Q4 2018

    The 10 Providers That Matter Most And How They Stack Up

    November 5, 2018Joanna O'Connell, Susan Bidel

    In our 31-criterion evaluation of creative advertising technology (adtech) providers, we identified the 10 most significant ones — Adacado Technologies, Adform, Celtra, Clinch, Flashtalking, Google, Jivox Corporation, RevJet, Sizmek, and Thunder — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For CMO Professionals

    REPORT: Media Agencies, Global, Q3 2018

    Forrester's Overview Of 34 Media Agency Partners

    August 3, 2018 Jay Pattisall, Joanna O'Connell

    Media agencies wield buying power, leverage cutting-edge expertise, and broaden marketers' knowledge and perspective. But to access these benefits, you first have to select from a diverse set of agencies — agencies that vary by size, functionality, geography, and vertical market focus. CMOs should use this report to understand the value they can expect from media agencies and select the right ones based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: Pick The Omnichannel Media Management Model That Enables Your Customer Obsession Efforts

    Organization: The Omnichannel Advertising Playbook

    July 26, 2018Joanna O'Connell

    Ushered in by fractured trust in the programmatic era, the in-housing of media is a real trend. It is neither a fad nor uniform in its expression. Rather, there are strategic considerations that can have a long-term impact, and not every company needs — or is equipped to effectively enact — the same model. This report will guide B2C marketers trying to determine the right organizational model for omnichannel media management.

  • For B2C Marketing Professionals

    REPORT: Create An Omnichannel Advertising Strategy Centered On Customer Experience

    Executive Overview: The Omnichannel Advertising Playbook

    July 26, 2018Joanna O'Connell, Susan Bidel, Arleen Chien

    B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying strategy that efficiently and effectively invests ad dollars. The new omnichannel advertising strategy playbook helps marketers understand the fundamental shifts that are occurring and provides a strategic road map and best practices. This report introduces B2C marketers to the advice offered through the playbook.

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Webinar: Creative Advertising Technology: The Most Important Adtech You've Never Heard Of

Date: January 15, 2019
Time: 11:00 AM-12:00 PM Eastern Standard Time
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