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  • Report TV's Death Is Widely Exaggerated

    Content Trumps Distribution In TV's Future
    February 9, 2015 | James McQuivey, PhD

    If you believe everything you read, TV is about to die — slowly or quickly, depending on whom you listen to, but its days are numbered. We've been around the block a few times at Forrester, and we...

  • Report The New Layers Of TV Audience Insight

    April 16, 2012 | Tracy Stokes

    Audiences are fundamentally changing the way they watch TV. Viewers are now active on a second screen — a tablet, PC, or mobile device — at the same time that the big screen is turned on. And they...

  • 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 Traditional Paid Media Must Fuel Earned Media Efforts

    Offline And Online Paid Media Placements Will Drive Earned Media Success
    October 13, 2011 | Tracy Stokes

    Earned media is exploding. Born from traditional public relations (PR), its rapid adoption by marketers is being driven by new opportunities to drive word of mouth through social media. But earned...

  • 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 The Fall 2011 TV Advertising Upfronts Preview The Convergence Of TV And Digital

    August 9, 2011 | Tracy Stokes

    The death knell of TV advertising's rule over the marketing landscape has often been rung as digital media's reach, effectiveness, and measurability have grown. But the fall 2011 TV upfronts...

  • Report Crowdsourcing Gains Legitimacy For Advertisers

    Leverage Professional Crowdsourcing Networks To Create New Video Content
    June 28, 2011 | Chris Stutzman

    The demand for video advertising and content — whether for television, online, or cinema — is outpacing the rate at which marketers can supply it. Specialized crowdsourcing networks are emerging as...

  • Report TV's Currency Conversion

    Marketers Need To Prepare For More Complex TV Buying In The US
    March 2, 2011 | David M. Cooperstein

    Since the birth of TiVo in 1997, set-top-box data has been discussed as a more accurate alternative to Nielsen data for buying commercial slots in linear TV. But advertisers remain comfortable with...

  • Report The Media That Investors Read, Watch, And Use

    How To Reach US Investor Segments
    February 8, 2011 | Bill Doyle

    Marketing leaders at financial services firms that serve US investors can benefit from Forrester's investor segmentation. The variables we've chosen are simple, usable, and memorable; the results...

  • Report TV's New Advertising Frontier

    New TV Advertising Options Point Marketers Toward The Future
    November 16, 2010 | David M. Cooperstein

    After 50 years of the 30-second spot, "innovations" like infomercials, and product placements, the world of TV advertising is about to go through a massive change. The promise of interactive TV is...

  • Report CMOs Must Connect The Dots Of The Online Brand

    Orchestrate Digital For The Best Brand Experience
    July 27, 2010 | Mary Beth Kemp

    Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other smart...

  • Report Why Google TV Is Bigger Than You Think

    How TV Will Finally Become Interactive, At Scale
    June 7, 2010 | James McQuivey, PhD

    Google made significant noise when it recently announced Google TV, the search giant's most recent attempt to influence the future of the TV experience. The news itself was overly complex, and...

  • Report TV Advertising Budgets Are Under Siege

    February 8, 2010 | David M. Cooperstein

    Forrester and the Association of National Advertisers (ANA) surveyed 104 US advertisers representing nearly $14 billion in measured media budgets. More than half of them — 62% — told us that TV...

  • Report US TV Ad Spending Forecast, 2009 To 2014

    Cable And Advanced TV Advertising Drive Return To Modest Growth
    January 15, 2010 | David M. Cooperstein

    Television remains the dominant mass medium in the US, and TV ad spending is usually the biggest line item in consumer marketers' budgets. Spending has been down lately, primarily due to the...

  • Report Influence The Youth Brand Influencers

    Reaching Brand-Conscious Tweens And Teens Online And Offline
    December 31, 2009 | Lisa Bradner

    Brand leaders, youths who make up 31% of 12- to 17-year-olds, make a rich target for marketing leaders. True to their name, this group not only leads in its interest in brands but also leads in...

  • Report Adding Branded Content To The Mix

    December 1, 2009 | Mary Beth Kemp

    Procter & Gamble (P&G) launched its own record label, and Unilever produced its own soap opera. These efforts shouldn't come as a surprise as companies seek to grab the attention of consumers in...

  • Report How To Reach Middle-Aged Dutch Consumers

    September 24, 2009 | Mary Beth Kemp

    Middle-aged consumers account for one-third of the Dutch population. They are well-connected and avid media users. They are also careful researchers and tend not to trust advertising. So talking...

  • Report The Right Media Mix To Reach UK Moms

    August 5, 2009 | Mary Beth Kemp

    Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also...

  • Report How To Reach High-Income Consumers In France

    August 5, 2009 | Mary Beth Kemp

    High-income earners only account for a small portion of the French population. That makes it challenging for marketing leaders to reach this desirable group of consumers. To assess the most...

  • Report Preparing For The Coming Online TV Backlash

    An Open Letter To An Industry On The Verge Of A Big Mistake
    March 13, 2009 | James McQuivey, PhD

    Online TV viewing has been a smash hit in the US, driving tens of millions of viewers to watch hundreds of millions of TV shows each month. However, the online TV model is coming under fire inside...

  • Report Choosing The Right Media Mix: North America

    From Creating Awareness To The Act Of Purchase
    January 16, 2009 | Lisa Bradner, Kim Le Quoc

    Media planning is ever more complex and dynamic. Americans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive...

  • Report Ubiquitous Marketing

    The Art Of Connecting With Consumers Through Emerging Media . . . Everywhere
    July 17, 2008 | Mary Beth Kemp

    Like in all good games of cat and mouse, consumers elude advertising while smart media and technology types come up with ever more ways to reach them. New and personal means of communications and...

  • Report How Video Will Take Over The World

    What The Rise Of OmniVideo Means For Consumer Product Strategy Professionals
    June 17, 2008 | James McQuivey, PhD

    TV is already the world's most powerful medium, yet it is about to evolve into a form that will be even more powerful, something Forrester calls OmniVideo. OmniVideo includes today's TV content...

  • Report What It Really Means To Watch TV Online

    May 8, 2008 | James McQuivey, PhD

    The days of thinking of online video as mostly a YouTube phenomenon are officially over. Instead, the Internet-connected PC has become another TV set in people's lives, one that fulfills all the...

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