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The Digital Media Buying Playbook For 2018

Create An Omnichannel Digital Media Buying Practice For Entitled Customers

B2C marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using data and technology that make omnichannel advertising easier and...

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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 Make Your In-House Agency Your Digital Agency

    Kick-Start Your Digital Strategy With A Blended Agency Model
    May 3, 2018 | Jay Pattisall

    Outsourced digital marketing expertise deprives CMOs of transparency and control of customer relationships. In-house agencies have emerged as an important resource to orchestrate marketing...

  • Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Digital Media Buying Playbook

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and...

  • Report Marketers Must Demand More From Their Adtech

    March 6, 2018 | Joanna O'Connell

    Programmatic has become a critical part of many leading brands' advertising mix, and the technology has evolved apace. But it needs to develop to deliver "omnichannel" advertising. This report uses...

  • Report Marketers Must Focus On The KPIs That Count

    Performance Management: The Digital Media Buying Playbook
    February 9, 2018 | Susan Bidel

    For more than 20 years, B2C marketers have used key performance indicators (KPIs) derived from the practices and needs of direct marketers. But consumer content consumption practices have changed,...

  • Report Data Management Platforms Fail To Meet Power-User Expectations

    Savvy Marketer Skills Outpace DMP Capabilities
    January 30, 2018 | Susan Bidel, Samantha Merlivat

    The Forrester Wave™: Data Management Platforms, Q2 2017 is the third examination of the technical capabilities of the participating data management platform (DMP) vendors. The rubber meets the...

  • Report Create An Omnichannel Digital Media Buying Practice For Entitled Customers

    Executive Overview: The Digital Media Buying Playbook
    December 14, 2017 | Joanna O'Connell

    B2C marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using data and technology that make omnichannel advertising easier and...

  • Report 2017 To 2021: US Online Display Advertising's Great Reckoning

    Landscape: The Digital Media Buying Playbook
    November 28, 2017 | Samantha Merlivat

    According to Forrester's most recent forecasts, spending on online display advertising and social media advertising in the US will grow by nearly 70% between 2017 and 2021, largely due to the rapid...

  • Report Marketers Tap Publisher Data To Drive Success

    Insights Inform And Inspire Marketer Messaging And Media Selections
    November 16, 2017 | Susan Bidel

    Marketers in need of first-party data to inform their marketing strategy, messaging, and media selections are wise to collaborate with publishers that have deep first-party relationships with their...

  • Report Forrester Readiness Index: Digital Marketing, 2017

    ForecastView Document
    November 6, 2017 | Brandon Verblow, Sanjeev Kumar

    The Forrester Readiness Index (FRI) provides digital marketers and marketing vendors with a simple, reliable instrument to quickly make sense of a variety of market signals to aid in determining...

  • Report Exercise Complete Control To Maximize Media ROI

    Road Map: The Digital Media Buying Playbook
    October 27, 2017 | Susan Bidel

    Digital media buying has evolved through a process of testing and learning, which inevitably leads to mistakes in strategies, tactics, and partnerships. B2C marketing professionals: Don't let these...

  • Report The State Of Programmatic Digital Media Buying, 2017

    Benchmarks: The Digital Media Buying Playbook
    October 25, 2017 | Samantha Merlivat

    This report highlights the key findings from the following: Forrester's Q1 2015 Demand-Side Platform Wave™ Online Survey, Q3 2015 Global Data Management Platform Forrester Wave™ Online Survey, Q2...

  • Report Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook
    October 17, 2017 | Susan Bidel, Samantha Merlivat

    As more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of...

  • Report Build An Empowered Digital Media Buying Team

    Organization: The Digital Media Buying Playbook
    October 16, 2017 | Samantha Merlivat

    Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. The organization report of the digital media buying playbook helps B2C marketers plan and...

  • Report Make The Case For Ad Technology Investments

    Business Case: The Digital Media Buying Playbook
    October 6, 2017 | Susan Bidel, Samantha Merlivat, Michelle Bishop

    Advertising technologies (adtech) promise to improve media performance, make customer data more actionable, and boost efficiency. This report helps B2C marketing pros make a convincing business...

  • Report The Future Of Omnichannel Media Buying Is Programmatic

    October 6, 2017 | Susan Bidel, Samantha Merlivat

    Marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using programmatic approaches to make data-driven media buying decisions....

  • Report The Tools You Need To Master Omnichannel Digital Media Buying

    Tools And Technology: The Digital Media Buying Playbook
    September 28, 2017 | Samantha Merlivat, Susan Bidel, Richard Joyce

    This report analyses the choices marketers make when evaluating and selecting the technology to support their digital media buying, like data management platforms (DMPs) and demand-side platform...

  • Report Marketers Clear The Path To Omnichannel Buying

    Continuous Improvement: The Digital Media Buying Playbook
    September 27, 2017 | Samantha Merlivat

    Marketers have come a long way in a short period of time with programmatic buying. Their next ambition is omnichannel media buying. But before they can move on to these greener pastures, they must...

  • Report The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017

    People-Based Data, New Paths To Inventory, And Even More Transparency Drive Innovation Amidst Consolidation
    May 30, 2017 | Richard Joyce, Samantha Merlivat

    In our 36-criteria evaluation of omnichannel demand-side platform (DSP) providers, we identified the 11 most significant ones — Adform, Adobe, AOL, AppNexus, DataXu, Google, MediaMath, Rocket Fuel,...

  • Report Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    May 24, 2017 | Caroline Robertson, Laura Ramos, Jacob Milender

    B2B marketing leaders are gearing up to deliver on their expanded responsibilities despite overall static budgets in 2017. Our analysis of the Forrester Data Global Business Technographics®...

  • Report Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)

    ForecastView Document
    March 30, 2017 | Brandon Verblow

    Ad fraud and non-viewable ads are problems for the digital ad industry, resulting in wasted time, effort, and money. This forecast report quantifies these problems and shows how we expect them to...

  • Report Poor Quality Ads Cost US Marketers $7.4 Billion In 2016

    Opt For Quality, And Stem The Tide Of Loss
    March 30, 2017 | Susan Bidel

    US-based B2C marketing professionals spend tens of billions of dollars buying digital advertising inventory to reach and message their customers and prospects each year. But the supply chain is...

  • Report The Sell-Side Video Adtech Stack Has Emerged

    But Publishers Should Choose Based On Their Revenue Mix
    March 14, 2017 | Susan Bidel

    Video advertising inventory is scarce, and as a result, costs per thousand (CPMs) are high. Premium publishers, aware of shifting media consumption habits and eager to benefit from high video CPMs,...

  • Report Making Programmatic Advertising Work For B2B Businesses

    Find What Technology, Data, And Media Partners You Will Need To Leverage Programmatic Advertising Successfully
    March 1, 2017 | Samantha Merlivat, Steven Casey

    The economics of online advertising have traditionally been ill suited for B2B marketers, who rely on targeted and lead-based communications more than mass reach. But programmatic media buying and...

  • Report Transition From Multichannel To Omnichannel Digital Media Buying

    Strategic Plan: The Digital Media Buying Playbook
    February 9, 2017 | Richard Joyce

    Moving to the next stage of digital media buying maturity requires a plan that aligns digital media buying practices across all six key dimensions of maturity over the long term: strategy, data,...