Media Insights
Insights
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TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers
TikTok's unquestionable sway over young, voting-age US citizens could pose danger, even as it makes the platform an optimal media channel.
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CMOs Need A Measurement Strategy That Connects To Business Outcomes
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.
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What Should Performance Marketers Actually Do?
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 […]
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According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns
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 […]
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Who Capitalized On A Super Opportunity To Win More Consumers?
Learn which brands overcame so-called "acquisition blockers" — and which ones might have been better served funneling their $7 million (or more) into growth levers other than a Super Bowl ad.
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Disney, Fox, And Warner Streaming Sports Venture Is Messy But Necessary
On the heels of Netflix’s WWE live sports announcement, there’s more surprising sports streaming news: 14 “television” channels that air sports across Disney, Fox, and Warner Bros. properties will be bundled as a new streaming service to launch this fall. Details are forthcoming “at a later date,” but we know that all three media companies […]
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About-Face: Netflix Embraces Live Sports With WWE Deal
As it did with advertising, Netflix flip flopped on live sports. The WWE + Netflix partnership is a big deal that will drive ad revenue.
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Google Makes Good On Its Resolution To Deprecate Third-Party Cookies In 2024
Marketers didn’t think that it would happen — here’s what to do now to ensure that customer data is ethically sourced and used.
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How To Capitalize On Conversational Search
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
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Synchronize People, Processes, And Technologies To Lift Ad Creative’s Performance
My favorite holiday-themed ad is Hershey’s “Christmas Bells,” which debuted in 1989 thanks to the creativity of David Apicella at Ogilvy & Mather, among others. Since then, the ad has run every December. In a market crowded with viral creative such as Spotify’s Wrapped, Hershey’s pithy ad continues to perform. In just 15 seconds, the […]
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Déjà Vu: Four Ways That Streaming Is Becoming “Traditional TV”
Finally, the Hollywood actors’ strike is over. If the SAG-AFTRA national board approves the tentative agreement tomorrow, members will receive (among other benefits) a “streaming participation bonus” for go-forward projects. The holistic deal has been described as “extraordinary” for actors and, in part, is a step toward reconciling compensation models appropriate for the inevitable all-streaming […]
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Predictions 2024: Big Media Gets Its Mojo Back
Big media gets its mojo back in 2024. Check out this preview of Predictions 2024: Media And Advertising and discover the trends that will define the year ahead.
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Were Our Predictions For 2023 Correct?
We made bold calls for 2023. Did they come true? Discover the accuracy of Forrester's Predictions 2023. And get a first peek at what we'll cover in our 2024 predictions.
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“TikTok Shop” Launch Makes US Social Commerce Plausible
ByteDance officially launched its social commerce experience, “TikTok Shop,” in the US. It includes features such as a dedicated shop tab for searching products or browsing product categories, the ability for creators to tag products for purchase, an affiliate funnel for sellers, secure checkout, and brand product portfolios. So far, over 100,000 creators signed up […]
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Invest In Demand-Side Platforms To Lift Productivity And Performance
Demand-side platforms (DSPs) are defined and confined by the acronym’s connotations. In 2007, when DSPs emerged, they coincided with the growth of real-time bidding, a practice since revealed to be rife with data leakage and brand safety concerns. At the time, DSPs met advertisers’ needs by connecting them to exchanges where publishers’ (mostly) desktop display […]
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The Latest And Greatest Marketing Measurement Service Providers
The marketing analytics category — which spans software services that help measure marketing and media efficacy — has grown significantly in the past three years. According to Forrester’s data, adoption of unified measurement methods has increased by 13% since 2021; marketing mix modeling is one of the top five technologies a marketer plans to use […]
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Meta’s Advertising Backbone Guarantees Threads’ Monetization
Last night, Meta launched its rival app to Twitter, Threads, in 100 countries. This new app is garnering initial excitement and downloads, but it still has a long road ahead to scale and retain an audience, integrate new features, and eventually monetize through advertising. The easiest part for Meta will be monetizing Threads because if […]
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From Breakup To Makeup: e.l.f.’s Creator-Led Media Strategy Spins Sorrow Into Sales
E.l.f. exemplifies a creator-led media strategy with premium content. Discover how the brand hit the mark with their TikTok couple collab.
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The Upfronts Spotlight The TV Advertising Industry’s Lag
April showers bring May flowers and the TV upfronts. The ritual began in 1962, when ABC first scheduled all of its primetime programming to premiere during a single week in September. Since then, the medium of TV has evolved rapidly, but the upfronts have not. Consumption continues to grow across smartphones and smart TVs, satisfying […]
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