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The Digital Media Buying Playbook For 2016

Create An Audience-Obsessed Digital Media Buying Practice

Digital media buying is undergoing seismic change. Where there were once legions of junior staff managing relationship-based buys, there are now sophisticated real-time bidding technologies....

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  • For B2C Marketing Professionals

    Report Programmatic Transforms Digital Media Buying

    Marketers Embrace Programmatic Despite Fraud And Transparency Concerns
    May 3, 2016 | James Nail

    What a difference two years makes: Programmatic buying has transformed from a curiosity in 2014 to a method a majority of survey respondents use today. The second Association of National...

  • For B2C Marketing Professionals

    Report Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook
    April 15, 2016 | Richard Joyce

    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...

  • For B2C Marketing Professionals

    Report Build An Empowered Digital Media Buying Team

    Organization: The Digital Media Buying Playbook
    April 14, 2016 | Richard Joyce

    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...

  • For B2C Marketing Professionals

    Report The Tools You Need To Master Omnichannel Digital Media Buying

    Tools And Technology: The Digital Media Buying Playbook
    April 11, 2016 | 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...

  • For B2C Marketing Professionals

    Report Maximize Media ROI With A Customer-Centric Approach

    Road Map: The Digital Media Buying Playbook
    March 15, 2016 | Susan Bidel, Richard Joyce

    Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution,...

  • For B2C Marketing Professionals

    Report The State Of Programmatic Digital Media Buying 2015

    Benchmarks: The Digital Media Buying Playbook
    March 9, 2016 | Richard Joyce

    This report highlights the key findings from our 2015 DSP and DMP Forrester Wave™ online surveys, with a focus on key challenges and best practices for applications of programmatic digital media...

  • For B2C Marketing Professionals

    Report Don't Confuse Media-Led And Customer-Led Content Marketing

    Two Types Of Content Marketing Are Emerging: One That Supports Brand Advertising Goals And One That Supports Direct Response Ones
    February 23, 2016 | Ryan Skinner

    As marketers ramp up their investments in content marketing, it's time to stop talking about a monolithic idea of "content marketing." Forrester identifies two distinct types of content marketing:...

  • For B2C Marketing Professionals

    Report Reset Expectations For Ads On New Social Sites

    As Social Advertising Promises Surge, Marketers Temper Expectations
    February 17, 2016 | Jennifer Wise

    Social sites are the new darlings of the advertising world, promising reach, engaged audiences, and coveted native ad formats. But buyer beware: not all social ad inventory is the same. B2C...

  • For B2C Marketing Professionals

    Report Brief: Meta-DSPs — One Buy Platform To Rule Them All?

    New Tools For Trading Desks Accelerate Consolidation Of The Buy-Side Ad Tech Landscape
    January 27, 2016 | Samantha Merlivat, Richard Joyce

    A handful of trading desks have developed so-called "meta-DSP" capabilities: an integration layer that lets them manage and optimize campaigns across multiple DSPs from one single entry point....

  • For B2C Marketing Professionals

    Report The Digital Media Buying Maturity Framework

    Assessment: The Digital Media Buying Playbook
    December 22, 2015 | Richard Joyce

    Marketing leaders fall into four stages of digital media buying maturity, based on their firms' strength across culture, organization, planning and execution, customer data management, measurement,...

  • For B2C Marketing Professionals

    Report Media Buying's Evolution Challenges Marketers

    Continuous Improvement: The Digital Media Buying Playbook
    December 8, 2015 | Richard Joyce, James Nail

    In 2014, Forrester teamed with the Association of National Advertisers (ANA) to survey more than 150 senior marketers to better understand how marketers in charge of important media budgets are...

  • For Customer Insights Professionals

    Report Predictions 2016: Personal At Last For CI Professionals

    How CI Pros Will Crack The Contextual Code To Reach And Engage Individuals
    November 13, 2015 | Shar VanBoskirk, Srividya Sridharan

    Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate...

  • For B2C Marketing Professionals

    Report Predictions 2016: Social Gets Reinforcements

    Social Marketers Will Partner With Colleagues In Customer Service And Media Buying
    November 13, 2015 | Erna Alfred Liousas, Brigitte Majewski

    Both consumers and marketers love to use social media — but brands still struggle to get value from the big social networks. In 2016, social marketers won't just refocus their efforts on...

  • For B2C Marketing Professionals

    Report Make The Business Case For Programmatic Digital Media Buying

    Business Case: The Digital Media Buying Playbook
    October 26, 2015 | Richard Joyce

    B2C marketers are embracing data management platforms (DMPs) and demand-side platforms (DSPs) to mine previously untapped sets of data and to inform their digital media buying practices. Marketers...

  • For B2C Marketing Professionals

    Report Brief: Digital Video Ad Fraud Robs Marketers And Publishers Alike

    No One Is Immune; Everyone Needs To Take Action
    October 9, 2015 | Susan Bidel

    Marketers and publishers alike take a loss when fraudsters successfully target the most valuable ad inventory: video. Brand marketers, who wield the largest budgets and pay the highest CPM rates,...

  • For B2C Marketing Professionals

    Report The Only Impression Worth Advertisers' Money Is A Viewable Impression

    Trading Terms For Digital Media Finally Embrace Quality Controls
    September 2, 2015 | Susan Bidel

    The entire digital advertising industry is wondering why it's taking so long for viewability to become table stakes: an accepted, established standard upon which digital display and video —...

  • For B2C Marketing Professionals

    Report It's Time To Separate "Social" From "Media"

    Why Marketers Must Hand Social Ad Budgets To Media Buyers
    August 6, 2015 | Nate Elliott, Richard Joyce

    Paid advertising now accounts for 83% of marketers' social spending — and most companies hand their social ad budgets to social marketers. But they'd be wiser to let their media buyers handle...

  • For B2C Marketing Professionals

    Report The Forrester Wave™: Demand-Side Platforms, Q2 2015

    The Nine Providers That Matter Most And How They Stack Up
    June 3, 2015 | Richard Joyce

    In Forrester's 53-criteria evaluation of demand-side platform (DSP) vendors, we identified the nine most significant software providers — AOL, AppNexus, AudienceScience, DataXu, Google,...

  • For B2C Marketing Professionals

    Report Brief: Drive Publishers' Revenue With High-Performance Yield Management

    How Smart Publishers Grow Audiences While Maximizing Revenue And User Experience
    May 1, 2015 | Susan Bidel

    In its simplest form, yield management is the process by which a publisher allocates digital inventory to its various selling strategies, partners, and channels to earn the greatest revenue for...

  • For B2C Marketing Professionals

    Report European Online Display Goes Programmatic

    Demystifying Programmatic Ad Trading In Key European Markets
    April 17, 2015 | Samantha Merlivat

    Programmatic trading of online display advertising is revolutionizing the way advertisers and publishers buy and sell display advertising. In 2014, we saw a dramatic increase in the adoption of...

  • For B2C Marketing Professionals

    Report 2015: The Year Of The Big Digital Shift

    B2C Marketers Boost Digital Budgets Despite Lingering Knowledge Gaps
    April 8, 2015 | James Nail

    A recovering economy is fueling increases in marketing budgets, while shifting consumer behaviors — particularly the embrace of digital and mobile tools — feed these increases into the...

  • For B2C Marketing Professionals

    Report Measurement Is A Digital Media Buyer's Best Friend

    Performance Management: The Digital Media Buying Playbook
    January 26, 2015 | Susan Bidel, Richard Joyce

    Every digital marketing leader knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel...

  • For B2C Marketing Professionals

    Report Making Sense Of New Video Consumption Behavior

    The Proliferation Of New Digital Video Sources, Formats, And Devices Demands New Planning Recipes
    January 22, 2015 | James Nail

    Consumers' video viewing habits are changing as new sources of TV content they love, available on new devices, allow them to watch their favorite shows more conveniently. Consumers are also...

  • For B2B Marketing Professionals

    Report Direct Your 2015 B2B Budget Gains Toward Creating Exceptional Customer Experiences

    January 20, 2015 | Laura Ramos

    For this report, Forrester and Direct Marketing News (DMN) jointly surveyed a new crop of 132 business-to-business (B2B) marketing executives about their 2015 budget plans and expectations. The...

  • For B2C Marketing Professionals

    Report Create An Audience-Obsessed Digital Media Buying Practice

    Executive Overview: The Digital Media Buying Playbook
    January 13, 2015 | Luca S. Paderni, Richard Joyce

    Digital media buying is undergoing seismic change. Where there were once legions of junior staff managing relationship-based buys, there are now sophisticated real-time bidding technologies....