Kelsey Chickering

Principal Analyst

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From Breakup To Makeup: e.l.f.’s Creator-Led Media Strategy Spins Sorrow Into Sales

Kelsey Chickering 5 days ago
E.l.f. exemplifies a creator-led media strategy with premium content. Discover how the brand hit the mark with their TikTok couple collab.
Blog

The Rise Of The Creator Economy: Creators Displace Advertising Paradigms

Kelsey Chickering May 10, 2023
With more than 300 million creators worldwide, the creator economy has grown exponentially over the last several years and shows no signs of slowing down. Creators — individuals who make and monetize social media content — matter to brands because they wield the power to make ideas, trends, songs, or products go mainstream overnight. They […]
Blog

Safety Shouldn’t Mean Censorship: Maintain Section 230 And Incentivize Moderation

Kelsey Chickering February 24, 2023
If a party guest made a racist comment at the dinner table, would you blame the host? What if the host remained silent and did nothing to stop the guest? How about if the host gave that guest a microphone? These are the types of questions that the Supreme Court is tackling via two cases […]
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Twitter Needs Advertisers, But Advertisers Don’t Need Twitter

Kelsey Chickering December 28, 2022
Recent concerns around brand safety should prompt advertisers to test elsewhere.
Blog

CMOs Drive Growth With Media Inclusivity

Kelsey Chickering December 13, 2022
After the 2020 murder of George Floyd, brands and agencies swiftly made bold commitments to invest in Black-owned media companies. The goal? To better reflect the diversity of brands’ audiences and create a more equitable media ecosystem. While well intentioned, it too narrowly focused media dollars solely on minority-owned media groups and away from other […]
Blog

Consumers Haven’t — And Don’t Plan To — Shop Via Social Media

Kelsey Chickering November 16, 2022
US consumers have little interest in doing their shopping — let alone holiday shopping — on social media platforms.
Blog

Grounding Twitter Ad Dollars Is Common Sense, Not Activism

Kelsey Chickering November 4, 2022
Elon Musk’s Twitter takeover has been — at best — chaotic and tumultuous. Advertisers are uncertain about what direction the company will take: What will happen with content moderation? Will Twitter become a mainstream Gab with a steady flow of disinformation? While Musk has tweeted that “nothing has changed with content moderation,” racist tweets have surged […]
Blog

Advertisers Pause In Twitter Purgatory

Mike Proulx November 4, 2022
When Twitter first announced its intent (back in April) to be acquired by Elon Musk, Forrester said that disinformation and hate speech are ultimately at stake — and that ad dollars are at risk. In the days following last Friday’s closing of the deal, GM paused its paid advertising on Twitter. Soon after, IPG’s Mediabrands […]
Blog

Predictions 2023: Facing Economic Headwinds, The Media Industry Will Consolidate

Kelsey Chickering October 27, 2022
CMOs will face mounting pressure to demonstrate ROI, pushing media companies to innovate and consolidate in order to protect their share. Read our media predictions for 2023.
Video

Predictions 2023: Consumers Will Spend More And Demand Better

Dipanjan Chatterjee October 25, 2022
Video

Pass The Sticks: Brands Should Take The Gaming Controller

Kelsey Chickering August 23, 2022

Blog

The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”

Kelsey Chickering June 28, 2022
The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]
Blog

The Entire Ad Supply Chain Is At Fault For Disinformation

Kelsey Chickering May 11, 2022
Brands fund misinformation and disinformation with their ad dollars, whether they know it or not. Top brands have served immeasurable impressions on sites containing misleading content, from Russian propaganda fueling the war in Ukraine to COVID-19 conspiracy theories. This vicious cycle, driven by bad incentives, lack of coordination, and marketer ignorance, fuels geopolitical unrest and […]
Blog

Spotify Rebounds From #DeleteSpotify

Kelsey Chickering April 27, 2022
The Joe Rogan controversy that rocked Spotify this February now feels like a hiccup on the company’s ascension to top global streaming audio platform. As of January 2022, Spotify commanded the largest global market share of streaming audio services at 31%, which is close to double that of Apple Music (15%). All signs point to […]
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Twitter: Elon’s Battle Over Free Speech Is A Fight Against Content Moderation

Mike Proulx April 25, 2022
What will actually happen to Twitter if Musk takes over is mere speculation at best. But we do know that users are polarized.
Blog

Les Annonceurs Financent Involontairement La Désinformation Russe

Kelsey Chickering 31 Mars 2022
La désinformation alimente la guerre et les annonceurs financent le problème par inadvertance. Il est temps de combattre l'inertie et d'agir contre la désinformation.
Blog

Werbetreibende finanzieren unbeabsichtigt russische Desinformation

Kelsey Chickering 30 März 2022
Die russische Invasion der Ukraine wird durch Desinformation untermauert und angeheizt. Es ist an der Zeit, Trägheit zu bekämpfen und gegen Desinformation vorzugehen.
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Advertisers Are Inadvertently Funding Russian Disinformation

Kelsey Chickering March 7, 2022
Disinformation is fueling war, and advertisers are inadvertently funding the problem. It's time to fight inertia and take action against disinformation.
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Brands Swagger Into 2022 With Bullish Media Moves

Kelsey Chickering February 8, 2022
Timidity is giving way to confidence as brands rediscover their mojo.
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Spotify Will Rebound From A Few Bouts With Cancel Culture

Mike Proulx February 1, 2022
Spotify is the latest brand to contend with cancel culture. Over the last few days, the company made marginal concessions to address concerns (and boycotts) about the spread of COVID-19 misinformation on its platform: On Sunday, Spotify published its content moderation rules and is planning to add disclaimers to any podcast episode that discusses COVID-19. […]
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