Advertising

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

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Data Clean Rooms Add Complexity To The Data Deprecation Conundrum

Tina Moffett 2 days ago
The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies. Amidst all the changes in the ad ecosystem, we are seeing the emergence of a new tool with the promise […]
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Meet Forrester’s New Senior Analyst Covering Performance Marketing: Nikhil Lai

Emily Collins 2 days ago
Brands are funneling more dollars into “performance” channels in pursuit of maximum return on advertising spend. According to Forrester’s Marketing Survey, 2022, more than 60% of B2C marketing decision-makers plan to increase their paid media investments in “performance” channels such as search, social, and online video. But the way that consumers buy is changing, and […]

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As B2B Media Time Grows, Marketers Need These Five Audience Insights

John Arnold May 13, 2022
Audience insights are more critical than ever for B2B marketers. Business decision-makers are making the shift to anywhere work and spending more of their time with digital media. How much time are B2B buyers spending with digital media? About half of the business decision-makers in Forrester’s Q4 2021 B2B Advertising Trends Survey said they spend […]
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Top Five Most Critical CMO Priorities For B2C Brands

Mike Proulx May 11, 2022
Fresh data from Forrester’s Q2 B2C Marketing CMO Pulse Survey, 2022, reveals the top five most critical CMO priorities for B2C brands. Learn more.
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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 […]
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Recent Changes In The Media Measurement Landscape Raise Advertiser Expectations

Tina Moffett April 27, 2022
There’s a NASCAR-style race happening in the world of media measurement: Which media measurement platform will be the first to secure the most partners, the most investments, and the most capabilities in time for the newfronts and upfronts? The newfronts and upfronts are annual events where television networks and tech giants dramatically unveil their new […]
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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.
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You’re Probably Greenwashing, But You Don’t Know It

Thomas Husson April 20, 2022
Alongside the COP26 Conference, many businesses communicated their green pledge and how much they are acting to protect the environment. Expect more of this to happen this week, with Earth Day falling on Friday, April 22 — and get ready to see many brands accused of greenwashing. Greenwashing — when a business is perceived to […]
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These Six Competencies Raise The Bar For B2B Paid Media Advertising

John Arnold April 11, 2022
B2B organizations should evaluate their paid media advertising maturity across six competencies: advertising strategy, talent and technology, audience savvy, brand/demand interlock, measurement and testing, and creative excellence.
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Choosing An Advertising Platform For Your B2B Business

John Arnold March 15, 2022
Should you choose a B2C-focused advertising platform to advertise to consumers and a separate B2B-focused advertising platform to advertise to business buyers? Or, are there advertising platforms that can do both and do it well enough to cover the range of B2C and B2B use cases across your company?
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Have We Run Out Of Super Bowl Ideas?

Jay Pattisall February 16, 2022
There was an abundance of A-list talent in last Sunday night's ads, but an absence of A-list ideas. It's time to think about how to differentiate.

Predictions 2022 Live

Set off on a confident path to business success in 2022. Discover the top trends for CIOs, CMOs, CX Leaders, and CEOs in 2022.

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The Super Bowl Makes A Comeback In 2022

Jay Pattisall February 10, 2022
Last Years’ Super Bowl Fizzled The Super Bowl is due for a comeback, as the luster of “the big game” has waned over time. Last year’s viewership, originally reported at 92,000,000, was the smallest Super Bowl audience since 2007 — an audience that has dropped steadily since 2015, when a record 114,000,000 Americans tuned in. […]
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Alphabet Beats The Street: Key Takeaways From Its Q4 2021 Earnings

Joanna O'Connell February 3, 2022
Google parent company Alphabet beat the Street’s expectations with its Q4 2021 earnings release. The big headline: Lest anyone forget where Alphabet’s bread is buttered, take note that search continues to account for the vast majority of the company’s massive advertising revenue. It always has been — and still is — Alphabet’s cash cow. It’s […]
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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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B2B Buyers Click On Ads, But They Take These Three Non-Click Actions More Often

John Arnold February 1, 2022
Clicking on a display advertisement isn't even in the top five actions taken by B2B buyers in response to advertising. Here's the top three.
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Google Is Still In The Driver’s Seat With Topics, Its More Transparent FLoC Replacement

Joanna O'Connell January 25, 2022
Will Google Topics be a curveball in advertisers' data depreciation plans? Read to discover what the FLoC replacements means.

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.

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Five Forrester Wave™ Evaluations Set The Stage For A Marketing Services Reset

Keith Johnston January 24, 2022
Leonardo da Vinci said, “To develop a complete mind, study the science of art. Study the art of science. Learn how to see. Realize that everything connects to everything else.” This couldn’t be more profound in an era of marketing, advertising, and digital experience, where the distinction between a brand’s promise, how it’s communicated, and […]
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Proposed Surveillance Advertising Ban, Meet Contextual Targeting

Stephanie Liu January 21, 2022
A proposed US law banning surveillance advertising emphasizes that marketers need to invest in contextual advertising, zero-party data, and other less invasive ways to gain audience insights.
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Netflix Saturation Nears, With No Dearth Of Original Content To Binge

Mike Proulx January 20, 2022
We break down what the streaming giant's customer (re)acquisition woes and recent price hike reveal about the state of the streaming market.
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