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  • 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 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 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 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....

  • Report Young Hispanics Lead In Mobile Activity But Don't Trust Mobile Ads Very Much

    A Technographics® Data Essentials Document
    June 9, 2011 | Roxana Strohmenger

    This Data Essentials report highlights the extent to which young Hispanic consumers are outpacing non-Hispanics in their use of mobile phones. Forrester's North American Technographics® Youth...

  • Report Making The Most Of Mobile Search Marketing

    How To Decrease Waste And Improve Results From Mobile Search
    November 5, 2010 | Shar VanBoskirk

    Search marketers are eager to launch mobile campaigns. But just plunking your online search strategies down in mobile won't address mobile users' needs or take advantage of mobile-specific...

  • Report US Mobile Search And Display Forecast, 2010 To 2015

    October 27, 2010 | Melissa Parrish

    Mobile marketing dollars will near $2.8 billion with mobile search and display each representing 6% of interactive marketing spend in 2015 as marketers get their footing in the rapidly growing...

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