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  • Report The Forrester New Wave™: Cross-Channel Video Advertising Platforms, Q3 2019

    The 13 Providers That Matter Most And How They Stack Up
    August 29, 2019 | Joanna O'Connell, Jim Nail

    In Forrester's evaluation of the emerging market for cross-channel video advertising platforms, we identified the 13 most significant providers in the category — 4C, Adobe, Amobee, Cadent, Centro,...

  • Report Sales Guarantees Creep Into TV Ad Buying

    Don't Assume Proving Sales Is The Holy Grail Of TV Measurement
    April 18, 2019 | Jim Nail, Arleen Chien

    With the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the...

  • Forum Consumer Marketing 2019

    Beyond The Direct-To-Consumer Revolution
    April 2, 2019 | New York City | Jim Nail, Anjali Lai, Melissa Parrish

    Direct-to-consumer (DTC) brands have captured consumers’ admiration and loyalty … but most have an unsustainable economic model. Traditional brands are optimized to deliver financial...

  • Report Predictions 2019: Media

    Five Events Will Reshape The Media Industry
    November 7, 2018 | Collin Colburn, Susan Bidel, Joanna O'Connell

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and...

  • Report Spend On Marketing Performance Measurement Doubles By 2023

    Benchmarks: The Marketing Measurement And Insights Playbook
    September 17, 2018 | Jim Nail

    Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Demand for software and services...

  • Webinar Customer-Obsessed Marketing Demands Unified Measurement

    September 5, 2018 | Tina Moffett, Jim Nail

    Marketers must change their attitude toward measurement: away from siloed, single-channel tracking and passively reviewing post-campaign reports and toward using those results to build analytic...

  • Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    August 15, 2018 | Jim Nail, Michelle Bishop

    As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

  • Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    April 5, 2018 | Mary Pilecki, Arleen Chien, Susan Bidel

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and...