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  • Samantha Merlivat

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  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Data Management Platforms, Q2 2017

    Marketers Have A Choice: Stay Tactical Or Think Long Term
    June 1, 2017 | Susan Bidel, Samantha Merlivat

    In our 35-criteria evaluation of data management platforms (DMPs), we identified the 11 most significant ones — The ADEX, Adform, Adobe, KBM Group, Lotame, MediaMath, Neustar, Nielsen, Oracle,...

  • 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 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 Virtual Reality Isn't Ready For Marketing Yet

    Determine If And How To Embrace VR
    February 8, 2017 | Samantha Merlivat, Thomas Husson

    Virtual reality (VR) generates a lot of hype and confusion. This report helps B2C marketers separate hype from reality and provides a framework to decide if and when to embrace VR to achieve your...

  • For B2C Marketing Professionals

    Report

    Report Measure Marketing Engagement Right Or Not At All

    What You Think Is Valuable Engagement For Your Brand May Not Really Be That Valuable
    January 19, 2017 | Tina Moffett, Samantha Merlivat

    B2C marketers are measuring engagement to gauge the success of online marketing campaigns, but engagement rate are meaningless — and in some cases harmful — if not measured correctly. Read this...

  • For B2C Marketing Professionals

    Report

    Report Use Social Technographics® To Better Serve European Audiences

    Know The Social Channels, Tools, And Tactics That Best Resonate With Your Audience
    December 9, 2016 | Samantha Merlivat

    Forrester's Social Technographics help marketers frame their marketing strategy around the social preferences of their target group in terms of the sites they visit, the motivations they have in...

  • 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 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 Brief: Use Programmatic Media To Boost Branding

    Marketers Need A Systematic And Deliberate Strategy For Programmatic Branding
    August 2, 2016 | Samantha Merlivat

    B2C marketers are starting to recognize that programmatic buying can support more than direct response objectives, yet few have strategies for programmatic branding that clearly differ from...

  • 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 Maximize Walled Gardens Without Sacrificing Customer Intelligence

    Marketers Negotiate The Tradeoff Between Data Accuracy And Ownership In Their Bid To Achieve Customer Centricity
    April 27, 2016 | Samantha Merlivat

    A lot of ink has been spilled over the ascendance of media walled gardens in 2015. Their proposition is compelling: using deterministic customer identifications, companies like Google and Facebook...

  • 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 The French Shopper Journey: Use The Customer Life Cycle To Anticipate What Customers Will Do Next

    The Customer Life Cycle Helps B2C Marketers Prioritize Channels And Touchpoints At Each Phase Of Your Customers' Path To Purchase
    February 9, 2016 | Samantha Merlivat

    B2C marketers must plan beyond the marketing funnel to support consumers across their entire life cycle. This report takes a closer look at French consumers' path to purchase, highlighting their...

  • For B2C Marketing Professionals

    Report

    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

    Report The European Online Display And Social Media Advertising Forecast, 2015 To 2020

    Advertisers Increase Their Investments In Video And Mobile Ads As Media Consumption Evolves And Targeting Accuracy Improves
    December 9, 2015 | Samantha Merlivat

    European marketers' investments in online display and social media advertising will continue to grow at a double-digit rate between 2015 and 2020. Combined, they will grow at 18.7% annually over...

  • For B2C Marketing Professionals

    Report

    Report Branded Video Marketing Success Starts With Customer-Centric Distribution

    Map Distribution To The Customer Life Cycle To Recapture Fragmented Audience Across Channels And Platforms
    October 16, 2015 | Samantha Merlivat

    Video content is the medium of the day. Marketers, publishers, social networks, TV broadcasters, consumers — everybody is busy producing it and building audiences for it. But increasing...

  • For B2C Marketing Professionals

    Report

    Report The State Of Online Video Advertising In Europe, 2015

    How To Craft High-Performance Video Ad Plans In Europe
    September 29, 2015 | Samantha Merlivat

    Online video advertising has grown exponentially since 2009, when Forrester first assessed the state of online video advertising in Europe. Consumers' video consumption has grown rapidly,...

  • For B2C Marketing Professionals

    Report

    Report German Consumers' Fragmented Path To Purchase

    Use Customer Life Cycle Marketing To Reach German Customers Throughout Their Path To Purchase
    July 23, 2015 | Samantha Merlivat

    Shoppers everywhere are following different paths to purchase now than they did ten years ago. With an abundance of information available at their fingertips, they search, assess, and compare...

  • For B2C Marketing Professionals

    Report

    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

    Report UK's Multichannel Consumers Demand Customer Life-Cycle Marketing

    Discover The Touchpoints UK Consumers Turn To For Discovery, Exploration, Purchase, Inquiries, And Engagement
    April 7, 2015 | Samantha Merlivat

    Consumers have come to rely on a plethora of channels, devices and touchpoints to guide them through their purchase decisions. This path to purchase has broken free from the linear conception of...

  • For B2C Marketing Professionals

    Report

    Report Planning That Successfully Mixes Art And Science

    December 8, 2014 | Jim Nail, Samantha Merlivat

    Marketing is no longer about delivering a single consistent message in a linear media world. To stay in tune with consumers throughout their life cycle and know how best to allocate marketing...

  • For B2C Marketing Professionals

    Report

    Report Getting The Green Light For Marketing Mix Optimization

    December 8, 2014 | Jim Nail, Samantha Merlivat

    Consumers, empowered by technology, increasingly rely on digital sources of information to make better-informed purchase decisions. Marketing leaders need to gain insights into the touchpoints that...

  • For B2C Marketing Professionals

    Report

    Report North American Online Display Advertising Forecast, 2014 To 2019

    October 6, 2014 | Samantha Merlivat

    US online display advertising will experience a strong and steady revenue growth between 2014 and 2019, while investment in offline channels will remain nearly stagnant throughout the same period....

  • For B2C Marketing Professionals

    Report

    Report Western European Online Display Advertising Forecast, 2014 To 2019

    Tablets And Video Sustain A Steady Growth In European Online Display Advertising Spend
    October 6, 2014 | Samantha Merlivat

    With most of Western Europe entering the recovery from the 2008 economic downturn, Forrester expects display advertising spend to grow at a steady pace for the next five years across the region....

  • For B2C Marketing Professionals

    Report

    Report Western European Social Media Marketing Forecast, 2014 To 2019

    Anticipate A Steady, Albeit Slowing, Growth For European Social Marketing Spend
    September 5, 2014 | Samantha Merlivat

    Social media marketing spending in the European Union (EU) will continue to rise at a steady but slowing pace over the next five years as social platforms such as FB and Twitter adapt their...