Search Results

• Report Now Tech: Creative Advertising Technologies, Q2 2020

  Forrester's Overview Of 23 Creative Advertising Technology Providers

  May 15, 2020 | Joanna O'Connell

  You can use creative advertising technologies (adtech) to realize creative production efficiencies, improve ad performance, and increase creative relevancy for consumers. But to realize these...

• 

  Webinar Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

  April 23, 2020 | Joanna O'Connell, Jim Nail

  Advertising efforts born out of a disconnected multichannel approach are coming at the cost of business performance and consumer experience alike. Omnichannel advertising, however, is not a...

• Report Omnichannel Advertising Mastery Is A Journey That Starts By Looking Inward

  Assessment: The Omnichannel Advertising Playbook

  April 10, 2020 | Joanna O'Connell, David Novitzky

  B2C marketers are tasked with the difficult job of generating revenue while improving consumer ad experiences. Unfortunately, not all marketers have achieved the level of advertising maturity...

• Report The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It

  Right The Unbalanced Ad Ecosystem By Delivering Value To Consumers

  April 7, 2020 | Joanna O'Connell, Sarah Dawson

  In advertising, brands, publishers, and consumers share a relationship based on balance and tension. But industry missteps have thrown that balance off-kilter, unsettling consumers and threatening...

• Blog Ready Or Not, Here Comes The Future Of Advertising

  April 7, 2020 | Joanna O'Connell

  We’ve spent months exploring what the future of advertising will look like, and we’re excited to share the findings of our research with you: “The Future Of Advertising Is Imminent Upheaval —...

• 

  Webinar The Future Of The Third-Party Cookie

  Implications Of Third-Party Cookie Deprecation For Consumer Privacy And The Advertising Technology Ecosystem

  February 24, 2020 | Fatemeh Khatibloo, Stephanie Liu, Tina Moffett

  With Chrome, Firefox, and Safari taking active measures to limit or block third-party cookies, what’s in store for B2C marketers? This roundtable discussion examines the future of the...

• 

  Webinar The Future Of Advertising Is Here — Are You Ready For It?

  February 20, 2020 | Joanna O'Connell, Sarah Dawson

  Advertising rests on the balance and tension between three stakeholder constituencies: advertisers selling things, publishers creating revenue to fund content, and consumers learning about products...

• Blog The TV Industry’s Latest Hill To Climb: How To Avoid The Sins Of Digital Advertising’s Past

  February 12, 2020 | Joanna O'Connell

  I’ve recently returned from Beet.TV’s latest Beet Retreat, and I’m feeling . . . optimistic? Pessimistic? Ambivalent? Ambivalent — I’ll go with ambivalent. There is so much opportunity for a...

• Report Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

  Roadmap: The Omnichannel Advertising Playbook

  February 3, 2020 | Joanna O'Connell, Jim Nail

  B2C marketers have to graduate their advertising efforts from a disconnected multichannel approach to a holistically managed omnichannel one — to benefit business performance and consumer...

• Blog Google Takes Aim At Third-Party Cookies — Here’s Our Take

  January 17, 2020 | Joanna O'Connell

  Google’s recent announcement that it will deprecate third-party cookies in the next two years and turn to its privacy sandbox for alternative solutions has only added to the advertising ecosystem’s...

• Report Omnichannel Advertising Delivers Positive ROI

  Business Case: The Omnichannel Advertising Playbook

  December 18, 2019 | Joanna O'Connell, Corey McNair

  Marketing professionals struggle to articulate the value of an omnichannel approach to advertising because of the level of commitment required and difficulty in directly attributing financial...

• 

  Webinar 2020 Media Predictions: The Media Disruption Just Won't Stop

  December 4, 2019 | Collin Colburn, Sarah Dawson, Jim Nail

  2020 will kick off a new decade for the media industry with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...

• Report Create An Omnichannel Advertising Strategy Centered On Customer Experience

  Executive Overview: The Omnichannel Advertising Playbook

  November 22, 2019 | Joanna O'Connell

  B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...

• Report The Future Of Omnichannel Advertising Must Be Customer Obsessed

  Vision: The Omnichannel Advertising Playbook

  November 8, 2019 | Joanna O'Connell, Susan Bidel

  Advertising 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...

• Report Predictions 2020: Agencies

  The Cumulation Of Many Pressures Forces Agencies To Upgrade

  October 29, 2019 | Jay Pattisall, Keith Johnston, Thomas Husson

  CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and...

• Report Predictions 2020: Media

  Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020

  October 29, 2019 | Collin Colburn, Joanna O'Connell, Jim Nail

  2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...

• Blog TV Is Dead! Long Live TV! (A Forrester New Wave™ On Cross-Channel Video Ad Platforms)

  September 11, 2019 | Joanna O'Connell

  It’s become de rigueur for digital types to claim that traditional TV advertising is fast becoming obsolete. And they’re not entirely wrong. But they’re also not entirely right. Long and short,...

• 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 Blockchain: What Marketers Need To Know

  Distributed Ledger Tech (DLT) Will Pave A Path To Transparency, Slowly

  June 27, 2019 | Joanna O'Connell, Martha Bennett, Susan Bidel

  B2C marketers recently realized that they have little understanding of their digital advertising supply chain — how it works and where their money is going. And when they pushed for greater...

• Blog New Research: What Blockchain Means For Advertisers

  June 27, 2019 | Joanna O'Connell

  Today’s big brands have come to grips with a new advertising reality: Finding and successfully engaging with their best prospects and customers is more complicated than ever. But it’s...

• Blog New Research: In Adtech, Omnichannel Remains In The Eye Of The Beholder

  June 25, 2019 | Joanna O'Connell

  Omnichannel — it’s everybody’s favorite word these days. But whenever I hear it, I am reminded of the sage words of “The Princess Bride’s” indefatigable Inigo Montoya, “You keep using...

• Report Now Tech: Omnichannel Media Management, Q2 2019

  Tools And Technology: The Omnichannel Advertising Playbook

  June 14, 2019 | Joanna O'Connell

  An 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...

• Blog Why Sizmek’s Ad Server Shouldn’t End Up With Amazon

  May 24, 2019 | Joanna O'Connell

  Serving 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...

• 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 Bidel

  In 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...

• Report Digital Out-Of-Home Delivers Customers

  February 22, 2019 | Joanna O'Connell, Susan Bidel

  Digital 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...