Skip to main content

Media Center

You have questions; we have answers. The Media Center is the place to gain insight into our latest research, data, and analysis and connect with Forrester's PR team.

< View All Media Resources

Video Advertising's Future Is Audience-Centric
August 5, 2015

Video is now advertisers’ greatest opportunity — 90% of US online adults ages 18 to 24 watch online video weekly — and as a result, Forrester expects spending to grow 21% annually over the next five years. But the number of ad tech companies that have jumped on this opportunity has created a complex and inefficient ecosystem. And despite recent acquisitions, consolidation will have its limits, writes Forrester in new research. After two years, expect a new, audience-centric video ad ecosystem to emerge that will:

  • Adopt programmatic buying to streamline manual processes, including planning, negotiating, and buying.
  • Increasingly value data about viewers to power targeting capabilities.
  • Converge new vendors into existing legacy workflow solutions to present a simpler interface to planners and buyers.
  • Integrate consumer data across all stages of video campaigns.


Learn more about the research here.

About Forrester Research

Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Simone Levien
Public Relations Manager
Forrester Research, Inc.

Tel. 212-8570754



Twitter Face Book LinkedIn Youtube