Forrester has noted that one of the factors behind their acquisiton of Jupiter was (and is) the quality of our forecasts. To ensure that we offer clients the best information available, we are currently in the process of reviewing our data from the advertising forecast for our soon-to-be-released category ad forecast. As we drift further into fourth quarter, many companies are announcing last quarter’s results and some of the news is underwhelming, notably Yahoo!’s display earnings. We’re also discussing the current market with many companies in the industry. For example, Jeff Lanctot of Razorfish gave us his view of the Fortune 500 advertisers that he works with, and how many of them are cautiously planning for a tough 2009. Our Category Ad Forecast should be released in the next few weeks.
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Stay tuned for updates from the Forrester blogs.