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

A Match Made In Plastic? Capital One’s Quest To Acquire Discover

Peter Wannemacher 3 days ago
Capital One’s plan to acquire Discover will change the shape of the financial services landscape (though not the fundamental forces that drive growth and success — but more on that later). To help you understand the implications of the proposed merger, Forrester took a deep dive into our research and data (full report for clients […]
Blog

Accelerating Advertising With AI Comes At A Cost

Nikhil Lai May 7, 2024
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.

CX Summit Is Coming To A City Near You!

Elevate your CX strategy and skills at Forrester’s CX Summits. Meet analysts to gain insights, research, and frameworks for exceptional customer outcomes — and create boundless experiences with genAI.

Blog

From Taylor Swift To “Civil War” — Brand AI Models Clean Up AI Creative Pollution

Jay Pattisall April 26, 2024
What is creative pollution and how can organizations avoid it? Find out in this preview of a new report on brand AI models.
Blog

Don’t Let Google’s Cookie Commitment Issues Delay Better Advertising Experiences

Tina Moffett April 26, 2024
Despite the delay, you still should move forward in improving your customers' advertising experiences. Here are steps to take now.
Blog

Adtech Is Losing The Plot On Made-For-Arbitrage (MFA) Sites

Mo Allibhai April 10, 2024
Last week, Forbes was accused of misleading major advertisers with a spoof of its own website – www3.forbes.com. The company created the site in 2017 as a subdomain, stretched its own content to fit more ad formats (e.g., turning 700-word articles into 34 slides), and sold advertising on this made-for-arbitrage (MFA) site to brands that […]
Blog

A Guide For Understanding The Marketing Analytics Landscape

Tina Moffett April 8, 2024
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking insights. Get a roadmap for navigating the marketing analytics landscape in this preview of our new report.
Blog

Has Digital Advertising Reached Maturity In The US?

Cindy Liu April 4, 2024
Spending on digital advertising in the US is forecasted to settle into a period of moderate growth. Find out why in this report preview.

Global

Don’t Miss Our 2024 Predictions Deep Dive

Hear directly from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.

Blog

50/50: Private Label Is Coming For You

Dipanjan Chatterjee April 2, 2024
Private-label products are increasing in popularity as prices soar. Brands should be worried — find out why in this blog post.
Blog

One Year Since Bud Light’s Marketing Blunder: What Did We Learn?

Audrey Chee-Read April 1, 2024
With the benefit of some hindsight, learn three counterintuitive reasons why Bud Light was particularly vulnerable to cancellation in this blog post previewing a full case study on the issue.
Blog

TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers

Kelsey Chickering March 18, 2024
TikTok's unquestionable sway over young, voting-age US citizens could pose danger, even as it makes the platform an optimal media channel.
Blog

Google Announces Meridian, A Marketing Mix Modeling Tool

Tina Moffett March 12, 2024
Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester’s Marketing Survey, 2023, about 30% of B2C marketers […]
Blog

CMOs Need A Measurement Strategy That Connects To Business Outcomes

Tina Moffett March 7, 2024
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.

60% Of Skeptics Will Use (And Love!) GenAI

Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.

Blog

Are You Advertising During This Election Cycle? Read This First.

Audrey Chee-Read March 5, 2024
The US election cycle in 2024 will it be the priciest media buy to date. Get three tips on how to prepare your advertising spend for the upcoming cycle.
Podcast

Will Digital Agencies Disappear?

What It Means February 29, 2024
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Blog

50/50: Gratuity Has Reached A Tipping Point

Dipanjan Chatterjee February 22, 2024
Tipping fatigue is growing as automatic prompts on digital points of sale proliferate. Find out the consumer sentiment on this hot topic.
Blog

What Should Performance Marketers Actually Do?

Nikhil Lai February 22, 2024
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]
Blog

According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns

Nikhil Lai February 20, 2024
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Blog

Consumer Spending 2024: What It Means For Your Brand

Dipanjan Chatterjee February 7, 2024
2023 was a confusing year: The consumers blew cold, and the economy blew hot. The recession-to-be didn’t materialize, and the economic outlook wasn’t half as bad as consumers would have you believe. Yet, notes from the post-pandemic blues keep wafting in the air no matter the macroeconomic drumbeat. This year, the economy is headed for […]
Blog

Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising

Jay Pattisall February 6, 2024
$5.6 million. $6.5 million. $7.2 million. As the price of a 30-second Super Bowl spot increases roughly 10% annually, brands and marketers question the value of the media and production costs to show up in advertising’s premiere showcase. In hindsight, this year’s answer is clearer, with audience numbers forecasted to exceed the record of 115 […]
Blog

Brands And PR Agencies Contend With Today’s Culture Wars

Jay Pattisall January 31, 2024
Given today’s heightened polarization, what role will PR agencies play in guiding corporate brands? We hypothesize three key elements are fundamental to crisis and reputation services.
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