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

Capitalize On Search Marketing’s Evolution With Two New Reports

Nikhil Lai November 22, 2022
In 2023, marketers plan to spend more on paid and organic search despite data deprecation and economic headwinds. According to Forrester’s Q3 B2C Marketing CMO Pulse Survey, 2022, 82% of CMOs plan to increase paid search budgets and 74% plan to increase SEO budgets in 2023. As search budgets grow, the medium is changing radically. […]
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 […]

Tackle 2023 With Bold Action & Clear Focus

Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.

Blog

Predictions 2023: Agency Culture — Both Superpower And Achilles’ Heel — Is About To Change

Jay Pattisall October 27, 2022
Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.
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.
Blog

Netflix Remains On Defense In The Streaming Wars

Mike Proulx October 18, 2022
After two consecutive quarters of user decline (the first in almost a decade), Netflix saw 2.4 million paid net adds in Q3 (almost two and a half times more than its forecast). The company is at a precarious moment in time. While Netflix’s Q3 results create cautious optimism for future growth, the once market disruptor […]
Blog

Outexecute When You Can’t Outspend: How To Compete With Amazon In Paid Search

Nikhil Lai October 11, 2022
Given Amazon’s dominance, competing with it in the Google Ads auction is uniquely challenging. But companies can use a strategic approach to make gains.
Video

Pass The Sticks: Brands Should Take The Gaming Controller

Kelsey Chickering August 23, 2022

See Why 2023 Fortune Favors The Bold And Focused

Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.

Blog

The Agency Landscape Converges On Frictionless Partner Models

Jay Pattisall August 11, 2022
As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.
Blog

Performance Marketing Is Underperforming

Nikhil Lai August 10, 2022
Every advertising channel now parades as “performance” to appear accountable to outcomes. This dilution, along with three trends, is causing performance marketing’s underperformance.
Blog

Announcing The Forrester Wave™: B2B Advertising Solutions, Q3 2022

John Arnold August 9, 2022
In our 28-criterion evaluation of B2B advertising solution providers, we identified the 14 most significant ones — 6sense, AdDaptive Intelligence, Adobe, Demandbase, Influ2, Jabmo, LinkedIn, Madison Logic, Marin Software, Metadata, RollWorks, StackAdapt, Terminus, and The Trade Desk
Blog

Port In The Storm: Takeaways From Amazon’s Q2 2022 Earnings

Nikhil Lai July 29, 2022
For B2C marketers, Amazon's latest earnings report yielded insights on advertising, e-commerce, and more.
Blog

Data Deprecation Déjà Vu: Google Delays The Cookiepocalypse (Again)

Emily Collins July 28, 2022
Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.
Blog

Alphabet’s Profit Falls, But Advertisers Are Sticking With Search

Nikhil Lai July 27, 2022
Here, we break down three key takeaways from Alphabet’s Q2 2022 earnings release and call and what they mean for B2C marketers.
Blog

Adopt A New Media Analytics Equation To Measure Omnichannel Customer Behaviors

Tina Moffett July 25, 2022
Pandemic-induced shifts in consumer behavior resulted in a burst of content consumption across emerging platforms — from connected television to streaming radio and beyond. B2C marketers quickly shifted budgets toward these more trackable media channels in efforts to quickly capture the attention — and dollars — of prospective customers. But a new challenge emerged: Relic […]
Blog

The Intelligence Revolution Takes Hold In Marketing Creativity

Jay Pattisall July 25, 2022
The rise of data intelligence in the creative process will be as transformative as the creative advertising revolution of the 1960s.
Blog

Why Netflix Chose Microsoft In Its Bid To Enter Advertising

Joanna O'Connell July 14, 2022
The speculation has been swirling for months that Netflix was getting into the ad business. We’ve long seen this as necessary for Netflix and have been clear about the upside, so no big shock there. What is notable is the news that Netflix chose Microsoft as its adtech partner. Why Microsoft? Microsoft’s acquisition of Xandr, […]
Blog

Media Is The Flywheel For Integration And Growth

Jay Pattisall July 13, 2022
Are Integrated Agency Relationships The Way Of The Future? Many indicators point to “yes.” CMOs Want Integration Intrigued by the potential lift from integrated marketing solutions, CMOs are changing the nature of their agency relationships to be more connected and improve marketing impact. Our research shows that nearly two in five CMOs will restructure their […]
Blog

A Booming Advertising Talent Market Illustrates The Belated Agency Transformation

Jay Pattisall July 12, 2022
Advertising industry growth has not yet stalled, counter to the misguided headlines. Despite rising inflation, concern for recession, and agency and tech company layoffs, US advertising industry job growth remains strong. According to the US Bureau of Labor Statistics (BLS), advertising and related services added 3,800 jobs in June, while the total US jobs market […]
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 […]
Podcast

Why Are Brands Funding Misinformation?

What It Means June 23, 2022
Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon.
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