SANTA BARBARA — For years, marketers have tried combatting growing consumer resistance to advertising with a hopeful refrain – if only they could make their ads more “relevant”, perhaps marketing would cross a rubicon and become useful. The theory is all well and good – but how do you actually make it happen? Perhaps inconveniently, […]
CANNES — Many in the ad industry are pointing the finger inward, blaming the sector for alienating audiences through the over- and extreme use of targeting technology. That kind of consensus is forming, with executives promising to rebalance the audience relationship through better messaging. Still, even as the industry looks to correct itself, it is […]
CANNES — A lot of industry insiders are talking these days about how the traditional ad agency is dying. That may or may not be true, depending on your persuasion. But a 2018 intervention by new blockchain technology could at least improve the quality of agencies’ lives in the foreseeable future. That was the hope […]
SAN FRANCISCO – Based on a survey of 88 Association of National Advertisers members and the Everett Rogers innovation adoption model, addressable television advertising has reached its inflection point and will grow quickly. This is because 15% of respondents regularly include addressable in their TV plans while another 35% have experimented with it. “These numbers […]
MIAMI – From a perch like that of Joanna O’Connell at Forrester Research, it’s hard not to see the big picture in the roiling television business and what needs to change. Whether it’s the “insane” practice of continually chasing lower CPM’s or the “chicken-and-egg” Netflix business model. Overall, the Principal Analyst believes that things are […]
With publishers and advertisers embracing increasingly sophisticated software to buy and sell advertising on an automated basis, the advertising agency trading desks “are going to have look at how they provide value to marketers,” says Richard Joyce Senior Analyst at Forrester. Joyce, who is the primary analyst covering programmatic advertising, joined the big research […]
Forrester principal analyst Jim Nail is “disappointed” by today’s U.S. Supreme Court ruling in the Aereo case. He says it is unfortunate and it reinforces the existing business models of cable and satellite operators in the United States. Not withstanding, the control of the media giants, content delivery will eventually move to a direct […]
The evolution of effective audience measurement is the top priority for most in the digital video industry, according to a commissioned report by Forrester Research sponsored by Videology. The industry needs to move past measurement via GRP’s says Ashley J. Swartz, CEO of the the Furious Minds, report in this commentary for Beet.TV.