Advertising
Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.
Insights
Blog
TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers
New legislation just passed in the US House of Representatives signals that TikTok regulation is coming. The core argument made by US lawmakers centers around US user data making its way into the hands of the Chinese government. There’s another issue at hand, however: TikTok’s influence over young US voters. According to Forrester’s Consumer Benchmark […]
Blog
Google Announces Meridian, A Marketing Mix Modeling Tool
Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester’s Marketing Survey, 2023, about 30% of B2C marketers […]
CX Summit Is Coming To A City Near You!
Elevate your CX strategy and skills at Forrester’s CX Summits. Meet analysts to gain insights, research, and frameworks for exceptional customer outcomes — and create boundless experiences with genAI.
Blog
CMOs Need A Measurement Strategy That Connects To Business Outcomes
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.
Blog
Are You Advertising During This Election Cycle? Read This First.
The US election cycle in 2024 will it be the priciest media buy to date. Get three tips on how to prepare your advertising spend for the upcoming cycle.
Podcast
Will Digital Agencies Disappear?
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Blog
50/50: Gratuity Has Reached A Tipping Point
Tipping fatigue is growing as automatic prompts on digital points of sale proliferate. Find out the consumer sentiment on this hot topic.
Blog
What Should Performance Marketers Actually Do?
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. 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 rarely asked, however, about the people that improve media’s results. The human […]
Global
Don’t Miss Our 2024 Predictions Deep Dive
Hear directly from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.
Blog
According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Blog
Consumer Spending 2024: What It Means For Your Brand
2023 was a confusing year: The consumers blew cold, and the economy blew hot. The recession-to-be didn’t materialize, and the economic outlook wasn’t half as bad as consumers would have you believe. Yet, notes from the post-pandemic blues keep wafting in the air no matter the macroeconomic drumbeat. This year, the economy is headed for […]
Blog
Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising
$5.6 million. $6.5 million. $7.2 million. 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 […]
Blog
Brands And PR Agencies Contend With Today’s Culture Wars
Given today’s heightened polarization, what role will PR agencies play in guiding corporate brands? We hypothesize three key elements are fundamental to crisis and reputation services.
Blog
Bad Ads: What Are You Going To Do When They Come For You?
In 2024, digital marketers and publishers have a unique opportunity to rebuild trust in digital advertising and the internet overall. Given how loose security standards are across the programmatic ecosystem, this requires abandoning “blind programmatic” in favor of more coordinated, stringent buying strategies. 2023 was an eventful year for bad ads, which Forrester defines as […]
60% Of Skeptics Will Use (And Love!) GenAI
Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.
Blog
The US Senate Hearing To Protect Online Children: Alcohol Use Is “Age-Gated” — Why Isn’t Social Media?
Social media platforms are under fire for their failure to protect children against a wide range of issues, including mental health concerns and sexual exploitation. This will be the main topic at a January 31 US Senate hearing, where the CEOs from Meta, X, TikTok, Snap, and Discord will testify on what they’re doing — […]
Blog
Google Makes Good On Its Resolution To Deprecate Third-Party Cookies In 2024
Marketers didn’t think that it would happen — here’s what to do now to ensure that customer data is ethically sourced and used.
Blog
How To Capitalize On Conversational Search
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
Blog
Synchronize People, Processes, And Technologies To Lift Ad Creative’s Performance
My favorite holiday-themed ad is Hershey’s “Christmas Bells,” which debuted in 1989 thanks to the creativity of David Apicella at Ogilvy & Mather, among others. Since then, the ad has run every December. In a market crowded with viral creative such as Spotify’s Wrapped, Hershey’s pithy ad continues to perform. In just 15 seconds, the […]
Blog
One Game To Rule Them All: Sports And Fandom In America
It’s not often that soccer and the United States are spoken of in the same breath. But a diminutive Argentinian possessing outsized wizardry changed all of that. Lionel Messi put US Major League Soccer on the world map, and Apple brought the games into American living rooms. On Saturday, December 9, it all comes to […]
Blog
In 2024, B2C CMOs Want The Most Help With These Five Areas
Learn what our recent survey of marketing heads revealed.
Blog
Consumer Spending Expectations — Holiday Edition
Consumers are mostly skittish about spending more this holiday than they have the rest of the year, and categories like beauty and personal care and consumer durables will fare far worse than health and wellness and apparel.
Blog
Predictions 2024: Big Media Gets Its Mojo Back
Big media gets its mojo back in 2024. Check out this preview of Predictions 2024: Media And Advertising and discover the trends that will define the year ahead.
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