Advertising

Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.

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Insights

Blog

Is CTV B2B Advertising’s Next Frontier?

John Arnold 4 days ago
Spending on connected television (CTV) advertising is forecast to increase 13.8% in 2025. But is CTV a good fit for B2B advertising? Learn the advantages and disadvantages to CTV advertising in this post.
Blog

Amazon Makes Retail Media Networks’ Eyes Bigger Than Their Stomachs

Nikhil Lai January 23, 2025
To unlock retail media’s upside, retailers must become more like publishers. Learn some of the challenges and benefits of retail media networks in this preview of a new report.
Blog

Is A $7 Million Super Bowl Ad Worth It? Probably Not

Dipanjan Chatterjee January 16, 2025
A 30-second spot at this year’s Super Bowl will set you back a cool 7 million bucks. And even if you wanted one of those spots, you can’t have it — they’ve been gone for a while. That must mean these ads are like the proverbial goose laying golden eggs, right? Wrong! Find out more in this analysis of Super Bowl ad spending trends.
Blog

Full-Funnel Advertising Makes Poppi Famous

Nikhil Lai January 10, 2025
America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents.
Podcast

Marketers’ Data Deprecation Denial

What It Means December 19, 2024
Despite Google’s recent reversal on third-party cookies, marketers need to prepare for data deprecation. Yet many aren’t. This week on What It Means, Senior Analyst Stephanie Liu and Principal Analyst Brett Kahnke discuss how B2C and B2B marketers can adapt their data strategies to maintain consumer trust and compliance.
Blog

What Omnicom’s Acquisition Of IPG Means For Marketers

Jay Pattisall December 9, 2024
Omnicom announced its plans to acquire IPG, creating the largest, global marketing services company. Find out what the deal could mean for your business or brand.
Blog

Anti-Predictions 2025: What Won’t Happen In The Year Ahead

Sharyn Leaver December 2, 2024
It’s predictions season at Forrester. Find out what won't come to pass next year in our 2025 anti-predictions.
Blog

Adtech Competition Heats Up With A Potential Divestment, A New Offering, And An Acquisition

Mo Allibhai November 26, 2024
The possibility that Google may need to sell or spin off the world’s most used web browser wasn't the only news in adtech this week. Learn about two other moves that could bode well for the future of adtech competition and consumer privacy.
Blog

Coca-Cola’s AI-Generated Holiday Ads Approach A Creative Tipping Point

Jay Pattisall November 19, 2024
The Coca-Cola Company released three new AI-generated holiday ads inspired by the beverage giant’s classic 1995 “The Holidays Are Coming” commercial. Produced entirely with AI video models such as Runway and Luma Dream Machine, this represents a step forward in photorealism for AI-generated video. Predictably, the commercials have sparked some controversy among creators, who criticize […]
Blog

Media Scale And Media Skill Collide In The Full-Funnel Agencies Of The Future

Jay Pattisall November 13, 2024
Marketers are ready to move beyond choosing between full-service media generalists and channel specialists. Insights from the newly published Forrester Wave™ evaluation on media management services shed light on what to look for when evaluating your current agency or looking for a provider.
Blog

This Holiday Season, Gift Consumers Compelling Creative

Nikhil Lai November 4, 2024
Advertising spend is big during the holiday season, but the key ingredient of persuasive advertising — compelling creative — is scarce.
Blog

Our Latest Evaluation Reveals A Shifting SSP Market

Mo Allibhai November 1, 2024
I am excited to announce The Forrester Wave™: Sell-Side Platforms, Q4 2024. This is the first Forrester Wave of the sell-side platform (SSP) provider category since 2014, and a great deal has changed in those 10 years.
Blog

The Brand Safety Industry Is [Redacted]

Mo Allibhai October 31, 2024
Relying on outside standards bodies to guide your brand's safety is inadvisable in today's market. Brands must begin charting their own path for brand safety. It’s time for brands to get brand smart. Learn three key hallmarks of a brand smart approach in this preview of a new report.
Blog

Predictions 2025: The Media Industry Resolves 2024’s Unruly Unknowns

Kelsey Chickering October 24, 2024
Marketers will gain confidence as some lingering media and advertising questions are resolved. But they shouldn’t get too confident or comfortable. Learn what the coming year will hold.
Podcast

Are We Nearing The End Of The Google Era?

What It Means October 24, 2024
Two major antitrust lawsuits could loosen Google’s grip on online search and advertising. What are the potential implications, and how should brands and advertisers prepare? Senior Analysts Nikhil Lai and Mo Allibhai discuss the cases and the broader shifts ahead for search marketing and advertising on this week’s What It Means episode.
Blog

Our Latest Forrester Wave™ On Creative Adtech Calls For Consolidation

Nikhil Lai October 21, 2024
Advertisers today need tools spanning the entire creative lifecycle and creative teams need a source of truth that de-risks creative production as well as media planning and buying. Get a preview of our latest Wave which helps advertisers select tools that accelerate the creative process while synergizing creative with media.
Blog

How Accurate Were Our Predictions For 2024?

Sharyn Leaver September 26, 2024
As we prepare to launch our 2025 predictions, we look back on some of the ones we made a year ago. Find out how we did, and get a first peek at what our forthcoming predictions will cover.
Blog

US v. Google: The FTC Takes On Adtech Verticalization

Mo Allibhai September 10, 2024
What could the antitrust trial portend for Google and for advertisers and publishers? We break down three key questions.
Blog

The Funnel Is Old, Unrealistic, And Still Helpful

Nikhil Lai August 21, 2024
In 1898, Elias St. Elmo Lewis developed the advertising funnel. He was the Association of National Advertisers’ first president and, along with the funnel, developed the AIDA model, an acronym that models a consumer’s journey from awareness to interest, desire, and then action. More than 125 years after its conception, brand marketers are still planning […]
Blog

To Build Your Best Marketing Organization, Unbox Your Org Chart

Dipanjan Chatterjee August 19, 2024
As changes in media and technology have upended how consumers discover and engage with companies, marketing organizations need a more flexible approach.
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