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The Marketing Measurement And Insights Playbook For 2018

Cross-Channel Attribution Puts The Science In Marketing Measurement

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this...

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  • 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 Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards

    November 4, 2011 | Ari Osur

    We spoke with Frank Rivera, director of digital marketing at ADT Security Services, about how his team developed dashboards to make better data-driven decisions. Working with agencies BGT Partners...

  • Report Digital Publishers: Don't Blow It With Online Video

    Protect Revenue By Creating TV-Style Opportunities For Brand Advertisers
    May 6, 2011 | Michael Greene

    High online video ad CPMs and sell-through rates are blinding digital publishers to the risks facing their lucrative online video revenues. As long-tail publishers and ad networks increasingly make...

  • Report Consumer "Ad-itudes" Stay Strong

    Better Trust Will Improve Ad Response
    March 21, 2011 | Shar VanBoskirk

    Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

  • Report How To Test Emerging Technologies

    Developing A Process For Choosing And Testing New Media And Technologies
    February 22, 2011 | Sean Corcoran

    The Splinternet is creating hundreds of new marketing opportunities for interactive marketers. Yet even the biggest companies can be risk-averse and have a limited amount of money, time, and...

  • Report The New Digital Publisher Monetization Model

    Digital Publishers Must Adapt To New Digital Media Economics
    January 27, 2011 | Michael Greene

    The online media buying revolution is in full swing — audience targeting, real-time bidding, and attribution are changing the way interactive marketers buy — putting digital publishers at a...

  • Report Benchmarks And Best Practices For Online Video Advertising

    The 2009 US Online Video Advertising WebTrack
    February 4, 2010 | Nate Elliott

    With users consuming more online video than ever, marketers are set to spend more than $1 billion on online video advertising in 2010. We watched nearly 50 hours of video on 87 Web sites to learn...

  • Report Online African Americans: A Demographic Profile

    February 1, 2010 | Ina Mitskaviets

    Online African Americans are the second largest minority group in the US; however, they are relatively less well off compared with other American ethnicities. African Americans are quite active...

  • 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 Lessons From Online Consultation In Australia

    Organizations Worldwide Can Learn From Recent Experiments
    November 6, 2009 | Steven Noble

    Online consultation can range from the government's hosting an online discussion about policy issues to its co-authoring policy documents with its citizens. It's still a minority practice, but...

  • Report Three Steps To Measuring Social Media Marketing

    A Measurement Framework Based On Objectives, Not Technologies
    October 29, 2009 | Nate Elliott

    Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers...

  • Report The State Of Consumers And Technology: Benchmark 2009, US

    A Life Stage Analysis Of The US Benchmark Survey
    September 2, 2009 | Jacqueline Anderson, Charles S. Golvin

    This report is a graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2009. It provides an overview of US consumers' demographics, behaviors, and technology attitudes...

  • 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 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 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 Marketing To Recession-Resistant Consumers

    April 20, 2009 | Peter Sargent

    There's no denying that the economy is in trouble. However, not everyone plans to cut back during this recession. By targeting specific characteristics, interactive marketers can successfully...

  • 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 What Engagement Means For Media Companies

    Forrester's Framework Measures Four Dimensions Of Engagement
    March 2, 2009 | Sarah Rotman Epps

    Media companies are investing more in social media, video, rich Internet applications, and other initiatives to drive online engagement. But what does engagement really mean for media companies,...

  • Report Monetizing Online Video In Europe

    Balancing The Needs Of Advertisers And Users
    February 27, 2009 | Nate Elliott

    With European online video ad spending set to more than quadruple in the next five years — nearing €1 billion in 2013 — the majority of publishers have now set their sights on the in-stream video...

  • Report Benchmarks And Best Practices For European Online Video Advertising

    February 27, 2009 | Nate Elliott

    Our June 2008 Online Video WebTrack evaluated the state of European online video advertising by reviewing 583 online video clips and 137 in-stream ads across 49 sites. Interactive marketers have...

  • Report Justifying Social Marketing Spending

    February 18, 2009 | Michael Greene

    With economic turbulence causing executives to tighten marketing budgets, interactive marketing professionals have to go the extra mile to justify their investments. While only 31% of social...

  • Report Persuasive Consumers Are Socially Connected

    February 17, 2009 | Josh Bernoff

    Forty-four percent of US online adults are persuaders, those who tell others about products that interest them. They're brand-motivated, open to ads, and highly active in social applications. To...

  • Report 2009 European Interactive Marketing Predictions

    Interactive Channels Will Produce Upsides In A Down Economy
    February 9, 2009 | Rebecca Jennings

    2009 will bring major challenges for European interactive marketers as economic conditions place greater emphasis than ever before on generating results and gaining efficiencies from online...

  • Report Technographics® Insight: How Online Reviews Impact Europeans' Shopping Behavior

    January 29, 2009 | Valerie Batut

    This Technographics Insight takes a look at consumers¿ use of online customer ratings and reviews in Europe. It also examines how much ratings and reviews influence shopping behavior.

  • Report Understanding How US Consumers Buy Mobile

    Except For A Fickle Minority, Service And Value Far Outweigh Devices As Drivers For Switching
    January 28, 2009 | Charles S. Golvin

    With cellular service saturation looming on the horizon — more than nine out of 10 US online consumers own a mobile phone today — mobile operators have shifted their focus to subscriber churn. Yet...

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