Media Insights
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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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The Rise Of The Creator Economy: Creators Displace Advertising Paradigms
With more than 300 million creators worldwide, the creator economy has grown exponentially over the last several years and shows no signs of slowing down. Creators — individuals who make and monetize social media content — matter to brands because they wield the power to make ideas, trends, songs, or products go mainstream overnight. They […]
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Rhetoric And Revenue: Alphabet’s And Microsoft’s Q1 2023 Earnings
Both Alphabet and Microsoft featured AI heavily in their Q1 2023 earnings calls. Before Alphabet’s call began streaming on YouTube, attendees were shown a video about Bard, Google’s AI chatbot. During the call, “AI” was mentioned 51 times. During Microsoft’s, it was mentioned 34 times. For Alphabet, AI’s references related to PaLM, its competitor to […]
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Meta Verified Copies Twitter But Courts Creators
If Meta’s announcement about its pilot subscription service sounds familiar, that’s because it bears a striking resemblance to Twitter Blue. Paying users will get a coveted verification badge and increased prominence. There are other benefits such as better customer support and account protections, but the question remains: Will Facebook and Instagram users choose to pay […]
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How To Navigate Retail Media Mania
The question I’m asked most often is “Is retail media overhyped, or is it the next big thing?” This question comes, in part, from media coverage and forecasts, including Forrester’s, that project a significant share of ad spend — nearly $100 billion, according to Boston Consulting Group — being absorbed by retail media networks (RMNs) […]
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Use Marketing Analytics To Support Your 2023 Marketing Strategy
Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives — including channels, programs, campaigns, and tactics — to improve marketing effectiveness and identify opportunities to optimize short- and long-term objectives. You probably already have basic marketing measurement approaches running — whether it’s last-touch or a 30/60/90-day analysis of your email […]
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CMOs Drive Growth With Media Inclusivity
After the 2020 murder of George Floyd, brands and agencies swiftly made bold commitments to invest in Black-owned media companies. The goal? To better reflect the diversity of brands’ audiences and create a more equitable media ecosystem. While well intentioned, it too narrowly focused media dollars solely on minority-owned media groups and away from other […]
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Twitter Blue Is Still Singing A Sad Tune
Twitter's blue checkmark no longer signals legitimacy. That underscores our guidance to marketers to take a wait-and-see approach to media investments on Twitter.
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Predictions 2023: Facing Economic Headwinds, The Media Industry Will Consolidate
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.
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Netflix Remains On Defense In The Streaming Wars
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 […]
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Forr The Planet: Sustainability Interview Series — Amazon Web Services
Learn about the the primary carbon reduction levers from being on the public cloud vs. being on premise from Christopher Wellise, director of sustainability and carbon at Amazon Web Services.
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Why Netflix Chose Microsoft In Its Bid To Enter Advertising
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, […]
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Elon Musk’s Twitter Acquisition Has Become Part Of The US Culture War
We’re still several months away from the anticipated close date of Elon Musk’s Twitter acquisition — whether it’s on again or off again depends on the day. A lot has happened in just the five weeks since the deal was announced, and we anticipate more will happen between now and October. But rest assured: We […]
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What’s Next For The Booming Retail Media Market
The retail media boom will keep booming. We predict US ad sales will reach $40 billion this year. Learn how the space will evolve.
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