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  • 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 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 Choosing The Right Media Mix 2010: Europe

    From Creating Awareness To The Act Of Purchase
    September 27, 2010 | Kim Le Quoc, Mary Beth Kemp

    Television is still the dominant medium to get messages in front of European consumers, but the Internet is now the primary medium consumers use to research their purchases. Within the digital...

  • Report Privacy Matters For Online Advertisers

    Behavioral Marketers Should Prepare To Self-Regulate Data Practices
    September 21, 2010 | Shar VanBoskirk

    Concern over consumer privacy has marketers, associations, government officials, and even technology vendors hustling to find ways to manage online data so that it is comfortable to consumers and...

  • Report Technographics® Survey Highlights: What Types Of Advertising Do Latin Americans Trust?

    August 13, 2010 | Roxana Strohmenger

    An overview of the types of advertisments that Latin Americans trust and how these differ for Brazilian and Mexican consumers.

  • Report Viral Video Creative That Works

    The 2010 Viral Video WebTrack And Consumer Survey
    August 9, 2010 | Nate Elliott

    More people are watching online video than ever before, and most share their favorite videos with their friends — but that doesn't mean creating a successful viral video is getting any easier. When...

  • 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 How Can European Operators Make The Most Of Mobile Marketing And Advertising?

    April 13, 2010 | Thomas Husson

    For years, telecom operators have bet on mobile marketing and advertising as a way to generate new revenue streams. Neither has fulfilled their initially high revenue expectations yet. Now that...

  • 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 Online Retailers' Adoption Of Online Video Content Is Ahead Of Consumers' Preferences

    November 5, 2009 | Patti Freeman Evans

    Sixty-eight percent of the top 50 Internet retailers use video content on their Web sites, compared with 18% in 2008. Online retailers are committed to making product videos central to their...

  • Report Coolhunting With Teen Social Networkers

    October 9, 2009 | David Card

    Two-thirds of online teens surveyed said they tell friends about products — that's almost twice as many as adults — and more than 70% of teens use social networks regularly. So it's critical for...

  • 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 Technographics® Survey Highlights: Trust In Marketing And Advertising In Europe

    September 16, 2009 | Jacqueline Anderson

    This highlight deck summarizes the key findings related to marketing and advertising from Forrester's European Technographics Benchmark Survey, Q2 2009. This is the fourth survey highlight in a...

  • Report Technographics® Survey Highlight: Hispanic Technographics Media And Marketing Phone Survey, Q1 2009 (US)

    August 13, 2009 | Tamara Barber

    This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Media and Marketing Phone Survey, Q1 2009.

  • 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 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 What The Media Meltdown Means For Marketing

    July 21, 2009 | David Card

    The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and...

  • Report Laying The Groundwork For The Next Wave Of TV Advertising

    May 28, 2009 | David Card, Kim Le Quoc

    As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or...

  • Report The Mobile Internet Creates New Opportunities For Direct-To-Consumer Strategies

    May 22, 2009 | Thomas Husson

    The success of Apple's iPhone has acted as a marketing catalyst and showcased the potential of the mobile platform. Open mobile Internet browsing and the distribution of widgets and applications...

  • Report The Future Of European Video On Demand Is TV-Based

    May 21, 2009 | Laurence Meyer

    The European video-on-demand (VOD) industry has been particularly dynamic over the past nine years. To date, PC-based-VOD services outnumber TV-based-VOD services. In the medium term, however,...

  • Report Six Ways Online Publishers Can Boost CPMs

    March 19, 2009 | Sarah Rotman Epps

    With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this...

  • Report Who Pays For Online Content?

    Soft Ad Revenues Make Publishers Look Twice At Content-Buying Consumers
    March 9, 2009 | Sarah Rotman Epps

    As the economy continues to slide into recession, advertisers are curbing spend in all channels, including online: Publishers like AOL, Yahoo!, and the New York Times Company reported a decrease in...

  • Report Five Ways To Perk Up Your Email Program In 2009

    February 18, 2009 | Julie M. Katz

    Email has largely been successful as a solo enterprise for the past decade, but changing consumer behavior and expectations compel marketers to integrate email with other channels. Which channels...

  • 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...

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