123 results in Reports
Sort by:
Refine
  • Media Buying

Featured content

The Digital Media Buying Playbook For 2017

Create An Audience-Obsessed Digital Media Buying Practice

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...

Search Results

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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

    Report Make The Case For Ad Technology Investments

    Business Case: The Digital Media Buying Playbook

    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...

  • For B2C Marketing Professionals

    Report

    Report The Future Of Omnichannel Media Buying Is Programmatic

    Vision: The Digital Media Buying Playbook
    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....

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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,...

  • For B2B Marketing Professionals

    Report

    Report Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    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®...

  • 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 businesses to...

  • 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, Richard Joyce

    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 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 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...