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Report Now Tech: Omnichannel Media Management, Q2 2019
Tools And Technology: The Omnichannel Advertising Playbook
June 14, 2019 | Joanna O'ConnellAn omnichannel media management approach can improve business performance, boost operational efficiency, and deliver better consumer experiences. But to realize these benefits in today's fragmented...
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Blog Why Sizmek’s Ad Server Shouldn’t End Up With Amazon
May 24, 2019 | Joanna O'ConnellServing ads . . . sounds boring, right? And on its face, it is. Ad servers are the pipes of digital advertising — they (virtually) move content or ad creatives into empty slots on a publisher’s...
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Report Second-Party Data Powers Customer-Focused Advertising
Another Marketer's First-Party Data Complements And Extends Yours
March 8, 2019 | Joanna O'Connell, Susan BidelIn the age of the customer, marketers require solid, reliable data upon which to build individual IDs, segment profiles, and models to reach prospects. First-party data lies at the core of these...
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Report Digital Out-Of-Home Delivers Customers
February 22, 2019 | Joanna O'Connell, Susan BidelDigital screens bring an entirely new dynamic to out-of-home (OOH) advertising, a channel that has withstood the test of time. Digital out-of-home (DOOH) provides B2C marketers with a refreshing...
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Blog Digital Out-Of-Home Advertising: Not Your Grandmother’s Roadside Billboards
February 22, 2019 | Joanna O'Connell(Dave Novitzky contributed to this blog) It’s January, snowy, unbearably cold, and to make matters worse, a Monday. You’re trying to make it to the weekend so you don’t need to go outside . . ....
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Webinar How AI Is Transforming Advertising And What You Should Do About It
February 4, 2019 | Joanna O'ConnellAdvertising has become highly complex, and a range of AI-fueled ad solutions have emerged to help, without marketers knowing it and with positive and negative consequences for ad performance and...
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Blog How AI Is Transforming Advertising And What You Should Do About It
January 24, 2019 | Joanna O'ConnellDid you know that artificial intelligence has infiltrated all parts of the advertising process? My guess is, probably not. But chances are, in an era of programmatic advertising when machines are...
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Report How AI Is Transforming Advertising And What You Should Do About It
January 24, 2019 | Joanna O'ConnellAdvertising has become highly complex, and a range of AI-fueled ad solutions have emerged to help, without marketers knowing and with positive and negative consequences to ad performance and...
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Webinar Creative Advertising Technology: The Most Important Adtech You've Never Heard Of
Plus A Forrester Wave™!
January 15, 2019 | Susan Bidel, Joanna O'ConnellWilliam Bernbach, a giant of the golden age of American advertising, said of his profession, “Advertising is fundamentally persuasion, and persuasion happens to be not a science, but an...
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Blog The TV Industry Is Stumbling Toward Customer Centricity
December 5, 2018 | Joanna O'ConnellI’ve just returned from a few days in the sun, having once again participated in Beet.TV’s annual Beet Retreat. (Wonderfully, we returned to Puerto Rico this year.*) The theme was “It’s...
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Report Predictions 2019: Media
Five Events Will Reshape The Media Industry
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...
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Report The Forrester Wave™: Creative Advertising Technologies, Q4 2018
The 10 Providers That Matter Most And How They Stack Up
November 5, 2018 | Joanna O'Connell, Susan BidelIn our 31-criterion evaluation of creative advertising technology (adtech) providers, we identified the 10 most significant ones — Adacado Technologies, Adform, Celtra, Clinch, Flashtalking,...
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Blog Creative Adtech: The Most Important Category You’ve Never Heard Of (Plus, A Forrester Wave™)
November 5, 2018 | Joanna O'ConnellFor the past 30-plus years, and for a host of reasons, the age-old connection between creative and media has been severed. In the programmatic era, the focus has been dominantly on media, as though...
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Report Media Agencies, Global, Q3 2018
Forrester's Overview Of 34 Media Agency Partners
Media agencies wield buying power, leverage cutting-edge expertise, and broaden marketers' knowledge and perspective. But to access these benefits, you first have to select from a diverse set of...
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Report Pick The Omnichannel Media Management Model That Enables Your Customer Obsession Efforts
Organization: The Omnichannel Advertising Playbook
July 26, 2018 | Joanna O'ConnellUshered in by fractured trust in the programmatic era, the in-housing of media is a real trend. It is neither a fad nor uniform in its expression. Rather, there are strategic considerations that...
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Report Create An Omnichannel Advertising Strategy Centered On Customer Experience
Executive Overview: The Omnichannel Advertising Playbook
July 26, 2018 | Joanna O'Connell, Susan Bidel, Arleen ChienB2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying strategy...
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Webinar The Future Of Omnichannel Advertising Must Be Customer Obsessed
July 11, 2018 | Joanna O'ConnellAdvertising is a decades-old revenue engine for brands, but it’s gone off the rails in an era of data and technology obsession. Too little understanding of consumer ad sentiment and too much...
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Blog Why AT&T’s Acquisition Of AppNexus Is A Big Deal
June 25, 2018 | Joanna O'ConnellThe rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news...
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Blog Why AT&T’s Acquisition Of AppNexus Is A Big Deal
June 25, 2018 | Joanna O'ConnellThe rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news...
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Blog Marketers, You Don't Understand How Consumers Feel About Advertising
June 5, 2018 | Joanna O'ConnellMarketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with...
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Blog Marketers, You Don’t Understand How Consumers Feel About Advertising
June 5, 2018 | Joanna O'ConnellMarketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with...
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Report The Future Of Omnichannel Advertising Must Be Customer Obsessed
Vision: The Omnichannel Advertising Playbook
June 4, 2018 | Joanna O'Connell, Susan BidelAdvertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term...
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Blog TD Ameritrade’s “Accountable CMO” Makes Marketing A Business Engine
May 3, 2018 | Joanna O'ConnellI have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management Conference earlier this week in Hollywood, Florida. My new marketer inspiration? Denise Karkos,...
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Webinar TV's Data-Driven Future Has Arrived
A recent Forrester survey fielded in conjunction with the Association of National Advertisers tells a compelling story that addressable and advanced TV buying has hit the inflection point of...
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Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018
April 5, 2018 | Mary Pilecki, Arleen Chien, Susan BidelAdvertising 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...
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