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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 adoption. There is a clear wave of early adopters who regularly include these approaches in their TV strategies, and we can see the early mainstream of marketers experimenting. What does this mean for the future of advertising and media buying? Join Jim Nail as he presents some of the survey findings and discusses their implications with Principal Analyst Joanna O’Connell and Group Director Melissa Parrish.
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Digital video is encroaching on TV's long held position atop the marketing mix. Changes in consumer habits and the migration of TV content to addressable delivery channels call TV dominance into question and point to an omnichannel video future. To unders
TV can no longer resist the advances of data and technology that have dramatically altered the rest of the marketing universe. The industry is abuzz over TV's "programmatic" future. Does this mean TV will follow in the path of online advertising into an a
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
Martech is the engine that makes modern marketing possible. The marketing strategy is DOA without the tech to back it up, and that means CMOs can’t afford to take a passive approach to technology. CMOs must maintain direct involvement in their marketing technology strategy to ensure that investments live up to their full potential.This session helps to better familiarize marketing leaders with martech, including its components and how it’s organized, what it should accomplish, and the relationship between tech and data.Key takeaways:Learn about current martech trends.Understand the CMO’s role in martech strategy.Understand the objectives and composition of an optimized martech stack.Discover opportunities to develop differentiated martech capabilities that support the business.Target audience level: beginner and intermediate
