Companies face a paradox. Consumers want to be rewarded for their loyalty to a company or brand, but recoil when asked to share their personal data. At the same time, companies risk losing their competitive edge by not personalizing their offerings and acknowledging loyal customers. Marketers toss around terms like “value” and “transparency” when explaining […]
David Cooperstein, a darling of the digital marketing analyst ecosystem, has exited Forrester Research to join Simulmedia, a company that harnesses data on how some 50 million Americans watch TV everyday. He’ll be Simulmedia’s chief marketing officer, the company revealed Wednesday. Simulmedia has 85 employees. Cooperstein spent close to five years at the analyst firm, […]
App install ads may be a lucrative product for Facebook, Google and other vendors, but they’re becoming too expensive for app developers, especially since scaling is still a problem for the units. “We found it difficult to acquire new users on mobile devices because it’s super expensive,” said Kenny Rosenblatt, founder and CEO of Arkadium […]
Forrester Research’s Wave report on Web analytics providers positioned Adobe Analytics Premium as the clear winner. The report prioritized vendors’ ability to serve enterprise clients. Lagging just behind Adobe in the “leader” category were IBM, Webtrends and AT Internet. Google was a “strong performer” and SAS Institute was a “contender.” No vendors were classified as […]
Paid media has become essential to content marketing, as social media “war rooms” become commonplace and Facebook throttles the organic reach available through Page Posts. In a new report, Forrester Research detailed a range of content marketing offerings, dividing the world into service- and software-based solutions. The report highlighted 15 agencies and 30 technology vendors, rating […]
Despite a surge in programmatic buying for mobile ads, a recent Forrester report cautions that challenges unique to mobile advertising make direct sales away from open marketplaces the preferred buying method for the foreseeable future. Based on interviews with 21 industry executives, mobile marketing analyst Jennifer Wise wrote in her report – “Mobile Advertising: It’s Time to […]
Google Plus is often compared unfavorably to Facebook when it comes to drawing up a social media advertising strategy. But a recent study by Forrester concludes that when compared to other social media outlets, notably Twitter, Google Plus promotes stronger brand engagement. Forrester tracked 284 profile pages of 50 top brands and more than 3 […]
Attention, traditional television media buyers: You may soon be replaced by an algorithm. According to “How Software Is Eating Video Ads And, Soon, TV,” a new report from Forrester, programmatic buying has made serious inroads into the online video ad market. As automation of media buys becomes more common and viewing hours of online video […]
The first Forrester Wave on lead-to-revenue management (L2RM) automation solutions released Tuesday singled out Oracle’s Eloqua and the still independent Marketo as marketplace leaders catering to large enterprises. As defined by Forrester, L2RM is essentially B2B marketing automation. Additionally, Act-On and Salesfusion were champions among solutions designed for small- and medium-sized businesses (SMBs). The report […]
Although 53% of retail marketers now list mobile as their top strategic priority, there is still a disconnect between plans and actual investment, according to a Shop.org and Forrester Research evaluation of 75 brands. Based on data highlighted during the “First Look: 2014 Outlook for Digital Retail” track session at the National Retail Federation’s (NRF) Big Show in […]
Rob Brosnan, a Forrester Research analyst covering customer intelligence and interactive marketing, has secured a new post as SVP of strategy for marketing technology company StrongView. One of the remaining independent marketing-automation platforms, StrongView recently rebranded from the name “StrongMail,” a move company CEO Bill Wagner said is representative of cross-channel buyer needs in today’s […]
Evidon wants to better monetize the data waterfall pouring from its network of 20 million Ghostery users, and will look to new Chief Operating Officer Emily Riley to help it pull that off. Riley, a longtime Forrester analyst who spent the last year driving Audience Science’s pivot from an ad network into a data intelligence […]
Social advertising has become table stakes for multiplatform marketers. On the vendor side, the emerging leaders providing social-ad technologies share a few key commonalities to meet that demand, according to an inaugural Forrester Wave: Social Advertising Platforms report released Tuesday. In a series of interviews with 21 digital marketers, Forrester Research found the average amount […]
Most Facebook observers would be hard-pressed to find “negatives” in the evolution of the company’s ad products over the past year. Performance continues to improve, as detailed in a new report from Adobe. Mobile monetization is proceeding apace. And it has executed on programmatic selling, through its Facebook Exchange, Custom Audiences database match program and Partner […]
However much click tracking, psychographic surveying, and big data analysis marketers do, few have a solid understanding of how their customers engage with social marketing content — or how those customers’ behavior differs between commercial and non-commercial interactions. To address the knowledge gap, Forrester Research has come up with a “Social Technographics Score,” a model […]
Figuring out how to leverage the overwhelming amount of data they collect is a critical challenge for advertisers, and one that spans industries. To shed some light on big data issues, real-time ad platform Rocket Fuel invited Forrester Research analyst Mike Gualtieri, Visible Measures CEO Brian Shin, Morpheus CMO Shenan Reed, and Verizon marketing and […]
Mobile commerce will reach new highs on Black Friday and Cyber Monday this year, and retailers are hastily preparing for the onslaught of traffic those devices will bring. Couple that with the fact that there are 26 days between Thanksgiving and Christmas, compared to last year’s 32, and retail marketers are working on compressed campaign […]
Despite the recent flurry of mobile acquisitions, marketers are still somewhat in the dark when it comes to defining objectives for their mobile campaigns and deploying analytics tools to help them measure cross-channel reach, one study suggests. In a survey of agencies, vendors and 228 marketing professionals, the study by Forrester Research determined that 37% […]
Google’s launch Tuesday of Data-Driven Attribution for Google Analytics Premium users left some questions on the table, including how pertinent offline data would be to the product, where “earned” media fits into the mix and what implications there are for “non-Google” marketers and the entire attribution ecosystem. Forrester Research, which released a Forrester Wave Report […]
While the US is generally considered the leader when it comes to advances in online advertising, Europe’s varied broadcast industry could point the way for what will happen on these shores in the area of programmatic television, according to a report by Forrester analyst Jim Nail. “TV has never been as central to the marketing […]
Retail marketers are focusing most of their digital marketing efforts on paid search and email, according to new findings from Forrester Research and Shop.org’s joint State of Retailing Online 2013: Marketing and Merchandising report, released today. Mobile optimization, unsurprisingly, is another area of interest as more commerce companies look to the mobile device as a vessel […]
Viewability has been a trending topic in the online ad space this year, particularly as brand marketers and large publishers vent their ever-present impatience with the lack of metrics for advertising that’s more about creating affinity than direct-response clicks and conversions. In April, Google’s viewable-impression metric, Active View, got the approval of the Media Ratings […]
Specialty retailers are getting especially good at weighing the value of consumer behavioral targeting, but still have room to grow when it comes to mobile and, surprisingly, email strategies. According to L2’s newly released Digital IQ Index for Specialty Retail, more than half of specialty retailers are engaged in Facebook advertising, with “the majority of […]
“Paths to purchase are not linear or rational. The planning of the trip is not the journey. And the customers’ starting point is often not where we believe the starting point is. The funnel has morphed into a journey map. The question is, ‘How do we organize around this journey to support people along the […]
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Joanna O’Connell is Principal Analyst at Forrester Research. I stink at New Year’s resolutions. My track record is so bad I’ve all but given up making them in my non-work life. But as […]
Forecasts for real-time bidding are rising for the next several years, after a strong showing in 2012, including participation from major national brands and premium publishers. Market intelligence firm IDC said in October that worldwide RTB-based spending was $1.4 billion in 2011 and forecasted it will rise to $13.9 billion by 2016, for a compound […]
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Michael Greene, Senior Analyst at Forrester Research. The term “end-to-end” gets thrown around a lot in digital advertising circles and is increasingly part of the conversations we have with […]
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Joanna O’Connell is Principal Analyst at Forrester Research. Is Facebook finally getting over itself? Or, rather, is Facebook actually starting to realize that its place in the advertising ecosystem is just that – […]
Pure-play firms reign supreme in a new Forrester evaluation of attribution vendors, released this morning. After ranking eight vendors – a blend of specialized firms and large analytics companies with attribution on the menu – the researcher placed the one-note singers at the front of the choir. All five specialists – Visual iQ, Adometry, ClearSaleing, […]
Yesterday, a team of analysts from Forrester Research led by Joanna O’Connell, published a new report, “The Forrester Wave: Demand-Side Platforms, Q4 2011,” shining a light on the programmatic buying trend in display advertising, and looking at seven demand-side platforms and their capabilities, in particular. O’Connell begins her team’s analysis by stating the challenge for […]
