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  • For B2C Marketing Professionals

    Report

    Report Brief: TV Planning Goes Data-Driven And Audience-Based

    But Please Don't Call It "Programmatic"
    September 21, 2016 | Jim Nail

    TV can no longer resist the advances of data and technology that have dramatically altered the rest of the marketing universe. The industry is abuzz over TV's "programmatic" future. Does this mean...

  • For B2C Marketing Professionals

    Report

    Report European Marketers: Get Ready For Data-Driven TV Planning

    The Shift From Content To Audience Targeting Accelerates In Key European TV Markets
    September 7, 2016 | Samantha Merlivat

    TV is not immune to digital disruption: TV providers across Europe are forced to innovate to keep pace with changing consumer demands and intensified competition from digital challengers. Dynamic...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Second-Screen Ad-Syncing Solutions

    Boost TV Advertising With Synchronized Online Advertising Campaigns
    April 21, 2016 | Samantha Merlivat

    Consumers' increasing use of connected screens while they're watching TV draws their attention away from TV content and commercials. Smart marketers see this as an opportunity and not a threat:...

  • For B2C Marketing Professionals

    Report

    Report Brief: Binge Viewing Won't Kill TV Advertising

    TV Advertisers Should Take Advantage Of This New Viewing Behavior
    April 20, 2016 | Jim Nail

    The archives of TV episodes and movies that over-the-top video services like Netflix offer lure viewers to binge watch multiple consecutive hours of content. B2C marketers worry that this viewing...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    Report Brief: TV And Digital Video Convergence Accelerates

    Marketers Take Early Steps Toward An Omnichannel Video Future
    January 11, 2016 | Jim Nail

    Digital video is encroaching on TV's long held position atop the marketing mix. Changes in consumer habits and the migration of TV content to addressable delivery channels call TV dominance into...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2016: Media's Unbundling Accelerates

    How TV, Audience Data, And Ad Quality Will Change For Marketers
    November 13, 2015 | Luca S. Paderni

    The year 2016 will see the process of digitization of the media ecosystem continue apace and addressability will cut across all types of media, accelerating the unbundling of media offering and...

  • For B2C Marketing Professionals

    Report

    Report Brief: With Exelate Acquisition, Nielsen Recognizes TV's Impending Addressable Future

    March 10, 2015 | Jim Nail

    TV audiences are splintering across multiple devices; streaming platforms are becoming increasingly available; and the innovation brought on by dynamic ad insertion technologies is finally allowing...

  • For CMO Professionals

    Report

    Report TV's Death Is Widely Exaggerated

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

    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,...

  • For B2C Marketing Professionals

    Report

    Report The Gross Rating Point Gets An Extreme Makeover

    Big Data Will Power More Precision And Control In Audience Measurement And Media Buys
    October 15, 2014 | Jim Nail

    The rise of digital video advertising and the emergence of "TV everywhere" have fractured the video ad landscape into two media types with fundamentally different values to advertisers. While...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    Report TV Ads Break Their Content Shackles

    TV Ad Targeting Enters The 21st Century, And Marketers Will Finally Be Able To Target Audiences, Not Just Content Type
    May 21, 2014 | Jim Nail

    Historically, television had just one way of delivering advertising: embedding it directly in the show so everyone who tuned in saw the same ad. But consumers' increasing appetite to watch TV on...

  • For B2C Marketing Professionals

    Report

    Report How Software Is Eating Video Ads And, Soon, TV

    Marketers Must Prepare For The Rapid Rise Of Programmatic Buying For Online Video And TV Inventory
    February 18, 2014 | Jim Nail

    Programmatic buying has swept the display advertising world and is making rapid inroads into video inventory. As this software-powered and automated approach to media buying becomes more common and...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014

    January 21, 2014 | Laura Ramos

    Business-to-business (B2B) marketing executives must stretch budget dollars across an increasingly fragmented set of funding demands to reach buyers where they are spending their time. While CMOs...

  • For B2C Marketing Professionals

    Report

    Report Quick Take: What's Behind The Unlikely Charter Communications/Time Warner Marriage Proposal

    Cable TV Companies Need Scale Against Content Owners And Must Invest In Digital Infrastructure Upgrades
    January 16, 2014 | Jim Nail

    Charter Communications' David-and-Goliath-like pursuit of Time Warner Cable (TWC) is the harbinger of a wave of consolidation in the cable industry. Changes in technology and the competitive...

  • For B2C Marketing Professionals

    Report

    Report The State Of Online Video Advertising In Europe, 2013

    Best-Practices Adoption Is Still Slow In A Rapidly Growing In-Stream Video Advertising Ecosystem
    December 11, 2013 | Luca S. Paderni

    Online video advertising spend is growing rapidly in Europe as marketers try to tap into consumers' appetite for online video. While we see different stages of maturity across Europe overall, too...

  • For B2C Marketing Professionals

    Report

    Report Forrester Research Interactive Marketing Forecast By Industry, 2013 To 2018 (US)

    ForecastView Spreadsheet
    November 20, 2013 | Niki Scevak

    Breaks out company spending on interactive marketing segmented by 12 industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid...

  • For B2C Marketing Professionals

    Report

    Report Move Beyond Awareness With Interactive Video

    Interactivity Brings Higher Completion Rates, Engagement, And ROI
    November 1, 2013 | Anthony Mullen

    Video represents an important touchpoint for marketers, but today, its use is predominantly limited to passive, rather than interactive, functions. As a result, video is used almost exclusively for...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    Report Convergence Disrupts Europe's TV Ad Market

    Consumers' Adoption Of New Viewing Platforms Will Reshape Europe's Television Ad Industry
    August 12, 2013 | Jim Nail

    As European viewers get used to more choices — with more channels, pay services, and viewing devices — an increasing share of their viewing will fall outside the bounds of established...

  • For B2C Marketing Professionals

    Report

    Report Digital Disruption Rattles The TV Ad Market

    New Consumer Viewing Behaviors Force The Industry Into A New Future
    April 16, 2013 | Jim Nail

    Since its invention, TV has beaten back many challenges to retain its place as the king of the media plan. That won't change anytime soon, but the way advertisers plan and buy their campaigns will....

  • For B2C Marketing Professionals

    Report

    Report Forrester Research Online Display Advertising Forecast, 2013 To 2018 (US)

    ForecastView Spreadsheet
    April 8, 2013 | Niki Scevak

    Online and offline advertising spending by marketers. Segments online display spending by pricing scheme, media format, and share of spending through ad networks. Includes historical data going...

  • For B2C Marketing Professionals

    Report

    Report Forrester Research Interactive Marketing Forecast By Industry, 2012 To 2017 (US)

    ForecastView Spreadsheet
    December 5, 2012 | Niki Scevak

    Company spending on interactive marketing spending segmented by industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid search,...

  • For CMO Professionals

    Report

    Report The Shifting Role Of GRPs In Media Buying

    Why GRPs Will Fade As The Metric But Endure As The Currency For TV And Video
    September 17, 2012 | Michael Glantz

    Consumers are rapidly shifting the way they watch TV, embracing a wide variety of digital platforms to watch on their own terms. But the vast majority of advertising investments are still planned,...