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The Digital Media Buying Playbook For 2017

Create An Omnichannel Digital Media Buying Practice For Entitled Customers

Marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using data and adtech that make omnichannel advertising easier. But to...

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  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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,...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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,...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Mobile Advertising Forecast, 2016 To 2021 (US), Q3 2016 Update

    ForecastView Spreadsheet
    February 2, 2017 | Brandon Verblow

    As mobile usage continues to climb, mobile advertising across all three primary mobile ad channels — display, search, and social — is becoming an increasingly important method for...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data Report: Mobile Advertising Forecast, 2016 To 2021 (US), Q3 2016 Update

    ForecastView Document
    February 2, 2017 | Brandon Verblow

    As mobile usage continues to climb, mobile advertising across all three primary mobile ad channels — display, search, and social — is becoming an increasingly important method for businesses to...

  • For B2C Marketing Professionals

    Report

    Report The Omnichannel Digital Media Buying Maturity Framework

    Assessment: The Digital Media Buying Playbook
    February 2, 2017 | Richard Joyce

    Marketing leaders fall into four stages of digital media buying maturity based on their firms' strength across six dimensions: strategy, data, analytics and measurement, technology, resources, and...

  • For B2C Marketing Professionals

    Report

    Report Fake News: More Proof That Advertisers Must Choose Quality Over Quantity

    Protect Your Brand By Balancing Automation, Audience, And Context
    January 12, 2017 | Melissa Parrish, Susan Bidel

    The scourge of fake news has thrown platforms, publishers, advertisers, and political candidates into a tailspin. How can a problem this pervasive and explosive ever be overcome? The first step is...

  • For B2C Marketing Professionals

    Report

    Report Prioritize Problem Solving In Media Agency RFPs

    December 20, 2016 | Sarah Sikowitz

    Marketers need strategic support from media agencies to navigate the complex media buying ecosystem. Media agency requests for proposals (RFPs), however, still read like capability laundry lists...

  • For B2C Marketing Professionals

    Report

    Report Broadcasters And Networks Are Publishers In 2017, Along With Traditional Creators Of Content

    But Marketers Aren't
    December 15, 2016 | Susan Bidel

    Brand marketers want to connect to their target audiences and best prospects in controlled and complementary contexts. But the current buying environment blurs the distinctions between publishers,...

  • For B2C Marketing Professionals

    Report

    Report The State Of Marketing Content Spending

    US Marketers Will Spend 8% Of Their Marketing Programs' Budgets On Content This Year And Digital Agencies Will Benefit
    December 12, 2016 | Ryan Skinner

    Marketing leaders increasingly recognize how content facilitates purchase journeys, customer service, and customer relationships, leading to greater and greater content investment. Marketers will...

  • For B2C Marketing Professionals

    Report

    Report Make The Case For Ad Technology Investments

    Business Case: The Digital Media Buying Playbook
    December 6, 2016 | Richard Joyce, Michelle Bishop

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

  • For B2C Marketing Professionals

    Report

    Report Create An Omnichannel Digital Media Buying Practice For Entitled Customers

    Executive Overview: The Digital Media Buying Playbook
    November 28, 2016 | Richard Joyce

    Marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using data and adtech that make omnichannel advertising easier. But to...

  • For B2C Marketing Professionals

    Report

    Report Brief: Drive Programmatic Action With Multitouch Attribution Data

    Executing Smarter Digital Media Buys
    October 26, 2016 | Richard Joyce

    The increasingly complex digital media environment has made understanding the success of even trackable campaigns difficult for marketers. As a result, B2C marketers often rely on single points of...

  • For B2C Marketing Professionals

    Report

    Report The Future Of Omnichannel Media Buying Is Programmatic

    Vision: The Digital Media Buying Playbook
    October 7, 2016 | Richard Joyce

    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....

  • For B2C Marketing Professionals

    Report

    Report Exercise Complete Control To Maximize Media ROI

    Road Map: The Digital Media Buying Playbook
    October 7, 2016 | 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 your...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Media Buying Agencies

    Media Agencies Must Provide Value Beyond Buying
    October 6, 2016 | Sarah Sikowitz

    Changes in consumer behavior and technology are driving seismic shifts in media buying. As a result, media agencies try to carve out ways to differentiate — broadening capabilities and moving into...

  • 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 Forrester Data: Social Media Forecast, 2016 To 2021 (Europe), Q3 2016 Update

    ForecastView Spreadsheet
    September 15, 2016 | Shaurya Priya

    Ad spending on social media continues to grow at an impressive rate and is taking increasingly more share of marketers’ interactive marketing budgets. Engaging and more interactive format on...

  • For B2C Marketing Professionals

    Report

    Report Marketers Clear The Path To Omnichannel Buying

    Continuous Improvement: The Digital Media Buying Playbook
    September 7, 2016 | 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...

  • For B2C Marketing Professionals

    Report

    Report Measurement Is A Digital Media Buyer's Best Friend

    Performance Management: The Digital Media Buying Playbook
    August 31, 2016 | Susan Bidel, Richard Joyce

    In the world of the always addressable customer — where always connected consumers expect to see the right message in the right place at the right time — sound, sophisticated measurement of every...

  • For B2C Marketing Professionals

    Report

    Report Ad Spending In Niche Channels Spells The End Of Online Advertising As We Know It

    Landscape: The Digital Media Buying Playbook
    August 2, 2016 | Samantha Merlivat

    According to Forrester's most recent five-year forecasts of online display advertising and social media advertising, spending on advertising in the US will grow by 78% between 2016 and 2021,...

  • For B2C Marketing Professionals

    Report

    Report Q&A: Header Bidding — What It Is And How It Works For Publishers And Marketers

    July 18, 2016 | Susan Bidel

    Publishers are deploying header bidding to wrest control of the monetization of their advertising inventory. As a result, marketing leaders are enjoying unprecedented access to the highest-quality...

  • For B2C Marketing Professionals

    Report

    Report It's Time To Unleash The Database Of Affinity

    Marketers Who Choose The Right Affinity Targeting Partners Are Generating Results
    July 8, 2016 | Richard Joyce

    Your targets express their affinities online in billions of ways — resulting in a database of affinity that you can use for powerful targeting. Some marketers use affinity data to acquire new...