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William 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 art.” In the current digital age, practitioners have prioritized driving results with science and math rather than art, and the results have been dismal: declining ad performance and compromised consumer experiences. Creative ad technology platforms promise to bridge the gulf between the art and science of advertising and inform creative development and execution with data that will result in compelling, relevant, and measurable advertising. But the space remains immature, in terms of the vendors in the category and in customer adoption and usage. This webinar explores both the vendor landscape and CAT customer attitudes, perspective and behaviors and gives marketers practical advice on how to get started in the creative adtech space.
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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, The Trade Desk, Turn, and Viant — and researched, analyze
This research will help B2C marketers determine what steps to take to get back on track.
The evolution of digital media buying has changed the way that marketers think about creative development. Data and creative advertising technology (adtech) have empowered marketers to embrace a post-digital approach to creating ad experiences for their c
The revenge spending spree that ensued following pent-up pandemic savings in 2022 is over. While consumers take a relaxed approach with their spend, turbulence will arise in consumer conversation with brands from a perfect storm of the 2024 Olympics and the US presidential election.Key takeaways: Hear the top five predictions on how consumers will behave in 2024 and the cultural forces that will influence these behaviors.Get insight into where marketers and companies should focus their energy with the consumer.Target audience level: all levels
In this webinar, hear from Forrester analysts in the B2C marketing and CMO groups about what 2024 holds for media and advertising. Our predictions unearth how media giants will assert their dominance even further in the coming year.Key takeaways:Learn about our 2024 predictions for media and advertising.Equip your teams to build successful media strategies for 2024.Vote on which predictions you think will come to fruition.Target audience level: intermediate
In this interactive session, you can submit and upvote questions about B2B event management technology and learn more about top vendors evaluated in our upcoming Forrester Wave™ report. We’ll also discuss the market dynamics, disruptors, differentiators among the vendors evaluated, and other findings from our research.Key takeaways:Learn what’s changed in the B2B event management technology marketWhat you should be looking for when selecting a vendorLearn where the market is headingTarget audience level: all levels
