Advertising
Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.
Insights
Blog
TikTok Won’t Get Banned This Week
The extension on TikTok's ban expires on April 5, but it is highly unlikely that TikTok will go dark again. All signs point to a deal or another extension. Find out why.
Blog
X-tortion: How Advertisers Are Losing Control Of Media Choice
The platform's recent actions to appeal for increased advertising investment threaten media choice and the solvency of the advertising industry.
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Blog
It’s 2025, And The Consumer Is Hurting
For those of us in the US who track the economy and its implications for consumers and the brands that sell to them, it’s been a head-spinning couple of months. Policies have been coming at us fast and furious as a new administration looks to stamp its mark on the economy. Of course, the US […]
Blog
Advertisers Look For Super Growth In Super Bowl LIX
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
Blog
Is CTV B2B Advertising’s Next Frontier?
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
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
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
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
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
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
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
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
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
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
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
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]
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
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?
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
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.
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