Search Results

• 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 Apply Immediacy, Simplicity, And Context

  March 28, 2016 | Jennifer Wise

  This report highlights the key principles of mobile experience that marketers must weave into the process of crafting mobile marketing strategies. As more people own and use smartphones than ever...

• Report 2016 Mobile And App Marketing Trends

  Integrating Mobile In Your Strategy As A Key Brand Differentiator

  January 25, 2016 | Thomas Husson

  More than 50% of searches are happening on a mobile device and US consumers spent more time with mobile apps than watching TV in 2015. In India, Flipkart — the largest eCommerce player — has...

• Report Brief: Consumer Ad Attitudes Show Promise

  Use Context To Overcome Ad Fatigue

  April 29, 2015 | Shar VanBoskirk, Collin Colburn

  Here's some good news for marketers: Advertising continues to drive sales and brand affinity, and ad attitudes have improved in several dimensions since 2012. However, consumers still feel...

• 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 The State Of Mobile Technology For Marketers, 2014

  October 23, 2014 | Thomas Husson

  Adoption of smartphones is skyrocketing around the globe. Sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is simply part of...

• Report Messaging Apps: Mobile Becomes The New Face Of Social

  Messaging Apps Will Force Digital Platforms To Evolve

  July 7, 2014 | Thomas Husson

  You've surely heard of the second-largest acquisition in tech history, Facebook's purchase of WhatsApp for $19 billion. However, you may not have heard of KakaoTalk, Kik, Line, Secret, Snapchat,...

• 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...

• 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 Exploring The In-App Advertising Opportunity

  September 30, 2013 | Jennifer Wise

  In-app advertising is top of mind for mobile marketers today as consumers increasingly spend time using mobile applications on smartphones and tablets. These app users are a captive audience, but...

• 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 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 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 Boost Your Content Ecosystem With Video

  How To Use Online Video Content To Drive Results

  May 2, 2012 | Darika Ahrens

  Consumption of online video content is popular and growing. Yet most marketers rely on in-stream advertising as their only marketing approach for online video. This report explains the advantages...

• Report Trial NFC To Connect The Real World With Mobile

  The Time Is Right To Test Hyperlocal Near Field Communication (NFC)

  February 28, 2012 | Anthony Mullen

  Near field communication (NFC) allows consumers to use their mobile and custom devices to directly interact with almost any real-world object such as posters, clothes, and shop windows. The allure...

• 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 Drive Higher Brand Engagement On Mobile Devices

  Mobile Marketing Needs To Be A Value Exchange Between Brand And Consumer

  December 15, 2011 | Elizabeth Shaw

  Consumers' use of mobile is nearly ubiquitous in North America, but mobile marketing is still in its early years. Interactive marketers must take advantage of the opportunity to capture consumers'...

• Report Marketing Via Geosocial Apps: Why And How

  Location-Based Social Networking, Though Stagnant Now, Is Poised To Grow

  December 6, 2011 | Melissa Parrish

  Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and consumer word...

• 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 2D Bar Codes: Emerging Role In Sales

  An Empowered Report: 2D Bar Codes: Learn Why There's No Urgency

  November 14, 2011 | Julie Ask

  2D bar codes have captured the attention of eBusiness professionals in many industries who are looking to bridge the gap between online and offline media. The stakes are high. Those who execute...

• Report Customize Your Interactive Brand Ecosystem

  Use Scale And Audience Trust To Prioritize Interactive Marketing Channels

  October 26, 2011 | Nate Elliott

  Building an effective brand ecosystem can be hard: Interactive marketers have dozens of social, mobile, and paid media channels to choose from and often limited resources to work with. To make the...

• 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 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....