Forrester IT

JULY 3, 2024

I’m pleased to announce the publication of the second of my two APAC generative AI (genAI) B2C marketing reports, Generative AI Marketing Use Cases In APAC (client-only access).

B2C 535

B2C Report Data Advertising 535

Forrester IT

AUGUST 22, 2023

Marketers: Re-consider your cost-saving ambitions for AI advertising content development. District Judge affirmed the US Copyright Offices’ long-standing position of “human authorship,” ruling that AI-created art cannot be copyrighted. Judge Beryl Howell writes that U.S.

Advertising 367

Advertising Development B2C 367

Forrester IT

MAY 24, 2022

The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies.

B2C 369

B2C Data Advertising Strategy 369

Forrester IT

MARCH 15, 2022

Should you choose a B2C-focused advertising platform to advertise to consumers and a separate B2B-focused advertising platform to advertise to business buyers? Or, are there advertising platforms that can do both and do it well enough to cover the range of B2C and B2B use cases across your company?

B2B 195

B2B Advertising B2C Company 195

Forrester IT

JANUARY 24, 2019

Did you know that artificial intelligence (AI) has infiltrated all parts of the advertising process? But chances are, in an era of programmatic advertising where machines are making millions of decisions on billions of ad impressions every day, your advertising is being touched by AI. My guess is, probably not. Awesome, right?

Advertising 358

Advertising Artificial Intelligence Video B2C 358

Forrester IT

AUGUST 15, 2019

While 2018 was a challenging year for global social media advertising amid the implementation of GDPR, privacy scandals, and brand safety concerns, Forrester forecasts that social will remain the fastest-growing digital advertising channel globally over the next five years.

Advertising 331

Advertising Social Media B2C 331

Forrester IT

APRIL 7, 2020

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 – And You’re Not Ready For It. Let’s start by saying, we believe in a future with advertising – but it won’t look anything […].

Advertising 317

Advertising Research B2C 317

Forrester IT

OCTOBER 27, 2020

It’s been a rough year for advertisers, and 2021 will bring new challenges to a weary and quickly evolving industry. As advertisers attempt to reckon with the impending upheaval of data deprecation, they’ll be forced to divert attention toward more pressing — and distracting — issues that have emerged due to the COVID-19 pandemic.

Advertising 307

Advertising Industry Data B2C 307

Forrester IT

NOVEMBER 28, 2023

We provided a list of 30 items in Forrester’s Q4 2023 B2C Marketing CMO Pulse Survey from which 171 US marketing […] As champions of the customer, CMOs are pulled in all sorts of directions. Knowing that they can’t go it alone, we asked what areas they foresee needing the most external help with in 2024.

B2C 243

B2C Survey Advertising Trends 243

Forrester IT

AUGUST 8, 2019

European digital advertising has had a challenging year thanks to GDPR, EU fines, and social media scandals. Growth in digital advertising spending is decelerating, and adtech providers are rethinking their European advertising businesses. Rather than precipitating a sharp downturn, these headwinds will […].

Advertising 303

Advertising Media Social Analysis 303

Forrester IT

FEBRUARY 8, 2021

Advertising holds up a mirror to society, nowhere more than the premier advertising event of the year, the Super Bowl. […]. By the end of the third quarter, there wasn’t much doubt about the outcome of the game. But suspense lingered about how the ads would perform in this high-stakes contest for brands and their agencies.

Advertising 273

Advertising B2C 273

Forrester IT

APRIL 4, 2024

Spending on digital advertising in the US is forecasted to settle into a period of moderate growth. From 2023 to 2028, growth will — for the first time — fall to single digits due to the maturity of the market. In our new US ad spending forecast covering 2023 to 2028, we examine trends impacting […]

Advertising 295

Advertising Trends B2C Social 295

Forrester IT

MAY 1, 2020

As far as the advertising triopoly and the social networks are concerned, however, advertising in Q1 surpassed bleak expectations and usage is booming — but not all is how it appears to be. Advertisers: The Pandemic’s True […].

Advertising 284

Advertising Google Social Network 284

Forrester IT

JULY 26, 2018

Today’s marketers are distracted by new technology and more data promising more efficient and personalized advertising. So they forget that adtech — in a vacuum — is no match for how people today consume media, interact with advertising, or think about their experiences with brands.

Advertising 257

Advertising Media Data B2C 257

Forrester IT

JUNE 19, 2024

Oracle announced last week it is exiting the advertising business and sunsetting its adtech by September 30. While the announcement isn’t surprising given its massive layoff in 2022 of teams supporting Oracle Advertising, the speed of Oracle Advertising’s demise is shocking.

Oracle 210

Oracle Advertising Case Study Study 210

Forrester IT

JANUARY 26, 2023

But fret not, Forrester’s got you covered with our just published report “Navigating The 2023 Downturn: B2C Marketing Executives.” We know that fluctuating market signals have you mired in scenario planning around “economic uncertainty.” Make Brand Experience The Top Priority In All Scenario Plans In our full report, we […]

B2C 195

B2C Report Advertising Trends 195

Forrester IT

MARCH 12, 2024

According to Forrester Global Marketing Survey, about 30% of B2C Marketers use MMM […] MMM gauges the impact of marketing and media investments on vital performance indicators like sales or revenue, while also forecasting the revenue potential of marketing endeavors.

Tools 417

Tools B2C Google Open Source 417

Forrester IT

MARCH 5, 2024

It’s Super Tuesday here in the U.S, where the largest number of states will be holding Presidential primaries or caucuses. By tomorrow, the two party’s Presidential nominees will likely have secured their top spots, kicking off the scene for the race to November 5. election cycles have been a spectacle in the past few […]

Advertising 395

Advertising Security B2C 395

Forrester IT

OCTOBER 26, 2021

Forrester sees 2022 as a tale of two B2C CMOs: Some will be sidelined by the likes another chief “something” officer. However, elite CMOs (those with data, martech, customer experience, and product chops) will capitalize on this moment in time to duly expand their remit across the marketing mix.

B2C 360

B2C Data Advertising Trends 360

Forrester IT

MAY 10, 2023

With more than 300 million creators worldwide, the creator economy has grown exponentially over the last several years and shows no signs of slowing down. Creators — individuals who make and monetize social media content — matter to brands because they wield the power to make ideas, trends, songs, or products go mainstream overnight.

Advertising 358

Advertising Trends Media Social 358

Forrester IT

DECEMBER 12, 2018

Online video offers marketers and media firms an immersive and interactive form of communication with targeted user groups. Google is constantly refining its content acquisition and delivery tools to grow its YouTube revenue.

Video 352

Video Advertising Media Google 352

Forrester IT

MAY 7, 2024

AI — a catchword and momentous concept — is all-consuming. It demands nearly as much energy as Argentina uses in a year, is the obsession of practically every marketer I meet, and is invoked breathlessly by those who have the most to gain and lose from it. On Alphabet’s most recent earnings call, for example, […]

Advertising 293

Advertising Energy Meeting Examples 293

Forrester IT

NOVEMBER 4, 2022

In the days following last Friday’s closing of the deal, GM paused its paid advertising on Twitter. When Twitter first announced its intent (back in April) to be acquired by Elon Musk, Forrester said that disinformation and hate speech are ultimately at stake – And that ad dollars are at risk. Soon after, IPG’s MediaBrands […].

Advertising 195

Advertising B2C Social Media 195

Forrester IT

JULY 6, 2023

This new app is garnering initial excitement and downloads, but it still has a long road ahead to scale and retain an audience, integrate new features, and eventually monetize through advertising. The easiest part for Meta will be monetizing Threads because if […]

Advertising 195

Advertising B2C B2B Social 195

Forrester IT

JULY 17, 2023

In Forrester’s Q1 2023 B2C Marketing CMO Pulse Survey, nearly three-quarters of US B2C marketing and advertising execs say they plan to partner with creators and influencers in 2023. However, that doesn’t mean all of these partnerships will succeed.

B2C 195

B2C Advertising Survey Report 195

Forrester IT

JULY 11, 2019

Increasing internet penetration, better data infrastructure, and increasing adoption of 4G and now 5G are driving video consumption in Asia Pacific. The Asia Pacific region is a mix of heterogeneous markets such as Australia, Japan, South Korea, China, and India.

Video 345

Video Advertising Internet Data 345

Forrester IT

FEBRUARY 22, 2019

(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. until you see an empty lounge chair on a beautiful warm beach floating down the Hudson River. Yes, you […].

Advertising 347

Advertising B2C 347

Forrester IT

NOVEMBER 4, 2024

Advertising spend is big during the holiday season, but the key ingredient of persuasive advertising – compelling creative – is scarce.

Advertising 367

Advertising Retail B2C Trends 367

Forrester IT

JUNE 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand.

Advertising 199

Advertising Examples Data B2C 199

Forrester IT

MARCH 10, 2020

Around the world, the spread of the coronavirus is a source of growing anxiety. First and foremost, it is a health concern. Secondarily, it presents challenges for business leaders, including marketers. Unease over the virus has the potential to impact purchasing behaviors to varying degrees.

Advertising 322

Advertising B2C 322

Forrester IT

OCTOBER 27, 2023

Buried under the lede is the fact that it now owns King, a hugely successful mobile advertising platform with over $300 million in advertising revenue annually. Microsoft completed its largest ever acquisition of Activision Blizzard earlier this month.

Mobile 396

Mobile Advertising Microsoft B2C 396

Forrester IT

APRIL 4, 2019

creates a new set of challenges for advertisers, publishers, and tech vendors that make money from online behavioral advertising (OBA), attribution, web analytics, testing, and personalization. Apple first introduced Intelligent Tracking Protection (ITP) in 2017, but the latest update (2.1)

Apple 395

Apple Advertising Google Report 395

Forrester IT

MAY 8, 2020

To develop guidance in response to this question, Forrester forecast how CMOs would spend over the next two years on media and advertising, marketing technology, marketing […].

Advertising 507

Advertising Budget Media Development 507

Forrester IT

MAY 24, 2022

Brands are funneling more dollars into “performance” channels in pursuit of maximum return on advertising spend. According to Forrester’s Marketing Survey, 2022, more than 60% of B2C marketing decision-makers plan to increase their paid media investments in “performance” channels such as search, social, and online video.

B2C 195

B2C Meeting Advertising Survey 195

Forrester IT

JANUARY 31, 2020

The Super Bowl is a perfect illustration of the trajectory of the advertising agency industry in transition, despite its cherished position as advertising’s premier event. Super Bowl Sunday remains one of the few mass media opportunities to gather a plurality of Americans, thus a vanguard advertising showcase for the industry.

Advertising 371

Advertising Media Industry B2C 371

Forrester IT

FEBRUARY 22, 2024

Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. The human […]

Advertising 434

Advertising Media Research Development 434

Forrester IT

FEBRUARY 6, 2024

As the price of a 30-second Super Bowl spot increases roughly 10% annually, brands and marketers question the value of the media and production costs to show up in advertising’s premiere showcase. In hindsight, this year’s answer is clearer, with audience numbers forecasted to exceed the record of 115 […]

Advertising 259

Advertising Media B2C Strategy 259