Brandon Verblow

Forecast Analyst

Forrester Bio

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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins July 27, 2020
Even If You’re Reopening Your Offices, You Need To Plan For A Remote-Work Future This week, Google extended its remote-work plans for all 200,000 full-time and contract employees through summer 2021. Alphabet Chief Executive Officer Sundar Pichai said in a company memo, “I hope this will offer the flexibility you need to balance work with taking care of yourselves […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins May 4, 2020
Use Federal Stimulus Funds To Deepen Customer Obsession US federal stimulus packages feature over $1 trillion in benefits to businesses. How will your company use its share? In our report, “Six Ways You Should Use The Federal Stimulus To Drive Customer Obsession,” we detail key ways businesses can use federal stimulus money to put customers at the […]
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Q1 Earnings: Google, Amazon, Facebook, Twitter, Snapchat Advertising Decelerates While Usage Accelerates

Jessica Liu May 1, 2020
The global economy is in recession: US Q1 GDP declined 4.8%, and the eurozone’s contraction set a record. As far as the advertising triopoly and the social networks are concerned, however, advertising in Q1 surpassed bleak expectations and usage is booming — but not all is how it appears to be. Advertisers: The Pandemic’s True […]
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Coronavirus Is A Headwind For Search Advertising, But The Outlook Remains Promising

Brandon Verblow March 10, 2020
Around the world, the spread of the coronavirus is a source of growing anxiety. First and foremost, it is a health concern. Secondarily, it presents challenges for business leaders, including marketers. Unease over the virus has the potential to impact purchasing behaviors to varying degrees. Economists are already beginning to cut their GDP growth forecasts. […]
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The Forrester Readiness Index Highlights Countries Ripe For Digital Marketing Investment

Brandon Verblow January 22, 2020
By measuring the digital savvy and engagement of a country's consumers and businesses, our tool can help marketers make sounder budget allocation decisions.
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European Digital Advertising Gets Knocked Down But Gets Back Up Again (Kind Of)

Brandon Verblow August 8, 2019
GPDR has upended digital advertising in Europe. But this isn't the advertising apocalypse some predicted. Learn more.
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The State Of Social Advertising: Pretty On The Outside, Ugly On The Inside

Jessica Liu June 19, 2019
On the outside: Social media’s total global advertising spend is expected to balloon to $110 billion by 2022 (with Facebook taking 75% of the global spend market). Social networks are happy. Investors see dollar signs. Marketers feel justified in their spending. On the inside: Social media’s underbelly conveys a picture of turmoil. Consumers can’t quit […]
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Direct-To-Consumer (DTC) Brand Growth Will Boost Social Ad Spending

Brandon Verblow April 2, 2019
In recent years, a wave of so-called digitally native direct-to-consumer (DTC) startups have burst onto the scene and have grown in popularity. Consumers are increasingly purchasing products and services such as mattresses, shoes, razors, and groceries from the over 400 DTC firms now in operation. Forrester forecasts that online spend by DTC enthusiasts will grow […]
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Digital Media Spending Growth And Privacy Are Compatible

Brandon Verblow February 26, 2019
With increasing scrutiny on how advertising platforms use consumer data, the days of hypertargeting are numbered. As a result, one may believe that ad prices and, consequently, ad spending will need to decline. Forrester disagrees. We expect annual digital media spending in the US to grow by nearly $50 billion over the next five years. […]
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You’ve Still Got Mail

Brandon Verblow January 2, 2019
It has been more than two decades since AOL popularized email with the catchy “You’ve got mail” greeting. So ubiquitous was it in its heyday that it was the title of a rom-com starring Tom Hanks and Meg Ryan. Since then, however, the way that people use the internet to communicate has evolved significantly. AOL […]
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This Is A Story All About . . . Stories: One Takeaway From The #DMWF

Brandon Verblow November 8, 2018
Like the opening sequence of The Fresh Prince of Bel-Air, the social media landscape is getting “flipped-turned upside down” by the ascendance of stories. Well, that may be a bit dramatic, but they are certainly starting to make waves. Stories are growing in popularity as a mode of sharing and consuming content on social media. […]
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GDPR And Google Q3 2018 Results: Are We Out Of The Woods Yet?

Brandon Verblow October 26, 2018
As I listened to Google’s Q3 2018 earnings conference call, the Taylor Swift song “Out Of The Woods” kept playing in my head. (This is the part where I pretend I tried to fight it. But let’s be honest, I didn’t mind.) As with the relationship in the song, I wondered if we were indeed […]
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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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Facebook's Latest Earnings Report Should Not Alter Marketers' View Of Social Ad Spending

Brandon Verblow August 1, 2018
Facebook’s Q2 2018 earnings call was not well received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a US traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest […]
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Facebook’s Latest Earnings Report Should Not Alter Marketers’ View Of Social Ad Spending

Brandon Verblow August 1, 2018
Facebook’s Q2 2018 earnings call was not well-received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a U.S. traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest earnings […]
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Changing Attitudes To Targeting Could Threaten Digital Ad Spending

Brandon Verblow June 7, 2018
The balancing of the privacy-personalization paradox will be the defining dynamic impacting digital ad spending over the next several years. Future growth in digital ad spending is heavily based on the expectation that as targeting capabilities improve, marketers will be able to justify paying a higher price per ad, which will lead to higher overall […]
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Search Advertising Enters 2018 On The Cusp Of A Renaissance

Brandon Verblow January 3, 2018
In recent years, search has been the important but sleepy mainstay of the digital advertising market. Even though it garners the most digital advertising dollars, the attention paid to search has faded as growth has matured and novel channels like social and video have emerged. However, search is poised to experience a late-stage renaissance as […]
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Allocate Your Marketing Dollars More Efficiently

Brandon Verblow November 13, 2017
Marketers are increasingly under pressure to show that their digital marketing investments are generating returns. Large firms like Unilever have moved to more regularly reevaluate their marketing spending as part of a shift to zero-based budgeting — adopted in part to ward off potential interference by activist investors. Ad fraud and viewability concerns are giving […]
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The Data Digest: eCommerce May Be The Only Way To Challenge The Google/Facebook Duopoly

Brandon Verblow September 20, 2017
As will be no surprise to advertising industry watchers, the duopoly of Google and Facebook once again demonstrated its dominance of the ad market following the release of their Q2 2017 earnings results. According to Forrester’s just launched Digital Marketing Tracker report, Google and Facebook accounted for 74% of both ad revenue and growth among […]
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The Data Digest: Instagram And Snapchat Have Room For More Ads, According To Forrester Data’s US Youth Survey

Brandon Verblow August 29, 2017
While Facebook again signaled on its latest earnings call that the ad load in its core News Feed is approaching an upper limit, other social networks have more room to increase their ad load. According to a Forrester Data Consumer Technographics® survey fielded in January 2017 to 4,502 US youth between the ages of 12 […]
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