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• Report The Digital Transformation Of Video Advertising Arrives

  Addressable And Advanced TV Buying Hits The Inflection Point

  May 16, 2018 | Jim Nail

  Television advertising has resisted the tide of technological change — until now. The ANA/Forrester Q1 2018 US State Of TV And Online Video Advertising Online Survey shows that adoption of...

• Report How To Advertise To Consumers Who Hate Ads

  Create Customer-Obsessed Advertising By Making Ads That Are Human, Helpful, And Handy

  July 21, 2017 | Jim Nail, Drew Green

  With advertisers struggling against ad blocking, cord cutting, and fragmented audiences, the ad industry seems doomed. But while these trends are factual and challenging, they are not necessarily...

• Report OTT Ushers In A New Era For TV

  Marketers Must Prepare Now For The Inflection In TV Viewing Behavior

  April 8, 2016 | Jim Nail

  Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows...

• Report Integrate Social Into Your Marketing RaDaR

  March 15, 2016 | Melissa Parrish

  Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

• Report Making Sense Of New Video Consumption Behavior

  The Proliferation Of New Digital Video Sources, Formats, And Devices Demands New Planning Recipes

  January 22, 2015 | Jim Nail

  Consumers' video viewing habits are changing as new sources of TV content they love, available on new devices, allow them to watch their favorite shows more conveniently. Consumers are also...

• Report North American Online Display Advertising Forecast, 2014 To 2019

  October 6, 2014 | Samantha Merlivat

  US online display advertising will experience a strong and steady revenue growth between 2014 and 2019, while investment in offline channels will remain nearly stagnant throughout the same period....

• Report Time-Shifted TV Opens The Doors To Dynamic Ad Insertion And Addressability

  Boost Targeting Options For TV With Dynamic Ad Insertions

  May 21, 2014 | Jim Nail

  The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute...

• Report Marketers: Don't Worry About Cord-Cutting

  Focus On The Audience Fragmentation Trend Rather Than Industry Turmoil

  February 5, 2014 | Jim Nail

  With the rise of over-the-top video services, there has been much speculation that consumers will cancel their cable or satellite subscriptions — or "cut the cord" — to watch all their programming...

• Webinar The State Of Online Video Advertising In The US And Europe In 2013

  Best Practices Adoption Is Still Slow In A Rapidly Growing In-Stream Video Advertising Ecosystem

  November 26, 2013 | James McDavid

  Online (in-stream) video advertising spend is growing rapidly as marketers try to tap into consumers' appetite for online video. While we see different stages of maturity across the US and...

• Report Forrester Research Interactive Marketing Forecast By Industry, 2013 To 2018 (US)

  ForecastView Spreadsheet

  November 20, 2013 | Niki Scevak

  Breaks out company spending on interactive marketing segmented by 12 industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid...

• Report How Online Video Will Challenge DVRs' Role

  Advertisers Must Now Prepare For A Multiplatform Video Ecosystem

  October 30, 2013 | Jim Nail

  Digital video recorders (DVRs) have become popular devices with consumers who want to control their television viewing, but today, online streaming services make it possible for viewers to get...

• Report Services For The Digital Self

  The Battle To Serve You . . . And Profit From Your Data

  September 3, 2013 | Frank Gillett

  People must manage an exploding array of digital content that they create or are responsible for, both at work and at home. We call this collection the digital self, and it includes everything from...

• Report Forrester Research Mobile Advertising Forecast, 2013 To 2018 (US)

  ForecastView Spreadsheet

  May 2, 2013 | Michael O'Grady

  Spending by companies on mobile and tablet marketing segmented by display, search, and social. Includes data on mobile Internet users and spending by company size as well as mobile video...

• Report Profiling Brand-Loyal And Price-Conscious US Consumers

  A Technographics® Data Essentials Document

  April 17, 2013 | Reineke Reitsma

  Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

• Report Forrester Research Interactive Marketing Forecast By Industry, 2012 To 2017 (US)

  ForecastView Spreadsheet

  December 5, 2012 | Niki Scevak

  Company spending on interactive marketing spending segmented by industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid search,...

• Report Consumers Want Online Advertising To Be Relevant, Respectful, And Rewarding

  Forrester Technographics® Digital Consumer Community Report, September 2012

  October 11, 2012 | Lindsey Colella

  In the age of the always addressable customer, where hyperconnected consumers are increasingly savvy and demanding of the brands with which they interact, marketers must become more...

• Report ForecastView — An Overview Of Our Global Forecasts

  June 12, 2012 | Vikram Sehgal

  Forrester's ForecastView service provides reliable insight into the online, mobile, and emerging technology markets. It offers a framework for understanding market drivers and inhibitors and helps...

• Report TV And Video Advertising Is On The Upswing In 2012

  February 27, 2012 | David M. Cooperstein

  Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

• Report Why Marketers Must Integrate TV And Video Strategies

  January 5, 2012 | Tracy Stokes

  In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...

• Report US Interactive Marketing Forecast By Industry, 2011 To 2016

  November 15, 2011 | Shar VanBoskirk

  Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend...

• Report US Marketers: Stay Ahead Of 2D Bar Code Adoption

  Start Piloting Now To Be Prepared To Benefit From Growing Consumer Use

  November 14, 2011 | Melissa Parrish

  The 2D bar code is a promising mobile marketing tactic: It provides marketers a quick way to bridge the offline-online gap and enhance consumer engagement with their target audience anytime,...

• Report Forrester Research Interactive Marketing Forecast By Industry, 2011 To 2016 (US)

  ForecastView Spreadsheet

  September 2, 2011 | Niki Scevak

  Interactive marketing spending segmented by industries. Each industry's IM spending is further broken into the various components of IM: display, paid search, SEO, email, and mobile advertising.

• Report US Interactive Marketing Forecast, 2011 To 2016

  Spend Will Near $77 Billion As Interactive Gains Legitimacy In The Mix

  August 24, 2011 | Shar VanBoskirk

  By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social...

• Report Marketing Leaders' Approach To Content Creation For Brands

  Four Examples Show How To Experiment In Branded Content Development

  August 17, 2011 | Mary Beth Kemp

  Marketers have long relied on advertising and their agencies to help tell the story of their brands. As consumers become immune to traditional advertising and ad clutter and fragmentation limits ad...

• Report Updated 2011: Use Social Media To Boost Your TV Audience

  July 25, 2011 | Elizabeth Shaw

  Social media is changing the way audiences engage with TV. Audiences are increasingly multitasking on digital devices while watching TV — and sharing what they are watching with their friends....