Trends Report

What Ad Agencies Want From Online Media

Agencies Are Looking For Integration, Control, And Reliability

March 3rd, 2009
MM
Mark Mulligan
With contributors:
Dan Wilkos , David Card

Summary

Media firms have been obsessing over the needs of advertising agencies for more than a century, and online media properties have made these relationships much more complex. Agencies tell Forrester that successful media properties will provide them with better integration with sites, new ways to communicate with audiences, and continual focus on service and reliability. To meet these needs — as well as the continuing threat of commoditization by ad networks — media properties must create new opportunities for advertisers to participate in the activity on their sites.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.