Messiness Before Maturity: Forrester’s O’Connell On The Evolution Of Creative Ad-Tech

In the last 20 years of digital advertising, technology, it seems, has often been used to squeeze out optimization, efficiency and impact. But what if it could recalibrate the creative works that make all that happen? That is what is beginning to happen, as a new generation of AI-driven technology sets its sights on the […]

 
 

ANA CEO Liodice Wants Answer To ‘Opaque’ Ad Supply Chain, a Conversation with Joanna O’Connell of Forrester

How much of brands’ digital ad spend is simply wasted? That’s the question Bob Liodice wants an answer to. In April, the Association of National Advertisers (ANA), of which Liodice is CEO, issued a call seeking a consultant to conduct a study to help the organization understand how much actual spend is siphoned off in […]

 
 

TV Measurement Is Evolving As Viewing Habits Change: Execs From Nielsen, Forrester, Comcast, Wavemaker, Essence and GroupM

A healthy advertising ecosystem includes advancements in cross-screen measurement that help marketers to improve the efficiency of their media buying. Several industry executives discussed the status of measurement in a fragmented marketplace when they gathered on June 23 for the Global Forum on Responsible Media, This video is a summary of interviews with executive who spoke […]

 
 

Consumer Experience: Key is to Converged Video’s Future, Forrester’s O’Connell

Proper frequency management and the introduction of interactive, personalized ad experiences are are among the key elements essential for the success of advertising in converged TV, says Joanna O’Connell, VP and Principal Analyst at Forrester Research in this #BeetCast podcast. The session is guest hosted by industry consultant and advisor Jon Watts. O’Connell points to […]

 
 

BeetCast Episode 6: “OTT and Addressable Is Now Commanding 50% of Video Ad Investment,” Dentsu’s Doug Ray

It is becoming common for investment in OTT and addressable TV to be 50 percent of total video spend for many major brands, says Doug Ray, CEO of Dentsu Media, in this episode of the BeetCast podcast. The episode is guest hosted by Joanna O’Connell, VP & Principal Analyst at Forrester Research. The dramatic transformation […]

 
 

Marketers Seek More Insights on Programmatic Ads: Forrester’s Joanna O’Connell

Marketers are asking for better proof that their digital advertising is working, but many are frustrated with the programmatic marketplace that brings together buyers and sellers of media electronically. Accountability is a top priority for marketers who seek greater transparency into the supply chain that connects them with digital media outlets, a recent study found. […]

 
 

NBCU’s Vangeli: One Platform Is a Solution to Industry’s Fragmentation

SAN JUAN, PR– Consumer behavior is changing, even if just by virtue of access. In a keynote interview with Joanna O’Connell, vp and principal analyst at Forrester at the Beet Retreat in San Juan, Dominick Vangeli, vp of advanced advertising products for NBCU, discussed some of the ways that his company is dealing with this […]

 
 

Forrester’s Joanna O’Connell: There’s a Growing Imbalance in Advertising

SAN JUAN, PR– Joanna O’Connell and her team are conducting research looking at the future of advertising three to five years out. In a keynote at the Beet Retreat in San Juan in February, O’Connell, the vp and principal analyst at Forrester, assured that advertising is not going anywhere, but explained some warning signs about […]

 
 

Forrester’s O’Connell: Data Privacy Is a ‘Big Force’ Shaping the Future of Advertising

SAN JUAN, PR– Forrester Research vp and principal analyst Joanna O’Connell believes that she was early to the topic when she and her colleague researched the cross-channel video advertising landscape at the end of last year. A long will change, she says; right now, brands are mostly piecing together their disparate video planning, buying and […]

 
 

Forrester Analysts Joanna O’Connell and Jim Nail: Digital and Linear TV Is Still Divided

According to Forrester principal analysts Joanna O’Connell and Jim Nail, the television industry is experiencing a “new wave” of thinking, particularly as it pertains to the cross section of traditional and digital models. In a fireside chat at the Beet Retreat hosted by Publicis in New York, the two discussed the challenges and opportunities of […]

 
 

How Will Roku-dataxu Change Advertising?: Forrester’s O’Connell

This week was amongst the biggest of the year for ad-tech deals, as over-the-top (OTT) TV platform provider Roku announced its plan to acquire dataxu, a demand-side ad-buying platform, for $150 million. Roku is the leading provider of add-on OTT devices, according to Strategy Analytics, and is also present natively inside many TV sets. In […]

 
 

ROI Is ‘Living The Lie’: Marchese & O’Connell Fret About Outcomes

Pumped up by the foundational waves of programmatic and digital measurement, many advertisers in the last couple of years have pushed publishers to price their ads based on real business outcomes. After a recognition that proxy metrics like “clicks” didn’t necessarily translate in to real goals, like sales, certain publishers and even TV operators are […]

 
 

What Brands Have In Common Is A ‘Human Purpose’: Deloitte’s Hatch

CANNES—A year into the work of the CMO Growth Council, its participants are looking beyond individual brands to embrace the realization that they “touch all of humanity” and human purpose has risen to the fore, says Deloitte Digital CMO Alicia Hatch. The Association of National Advertisers and the Cannes Lions Festival started the CMO Growth […]

 
 

Tencent’s Lau Reflects On The CMO Growth Council, Brands And Consumers

CANNES—As a caretaker of the world’s eighth-largest brand, Tencent’s CY Lau believes that marketers must be both the ultimate trustees of brand legacy and “defenders of consumers.” As a member of the “Group of 25” under the aegis of the CMO Growth Council, Lau is hoping to create “congregations of marketing organizations” to restablish the […]

 
 

Re-Thinking TV Ad Load: NBCU, A+E, TiVo & NCC Tell Forrester’s Joanna O’Connell

SAN JUAN — How long should a commercial break be? How lengthy should a TV ad be? And how many is too many? Over the last 18 months, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. That has spurred many networks to […]

 
 

O’Connell Of Forrester Explores The Consumer-Marketer Divide

SAN JUAN, Puerto Rico—Analyst Joanna O’Connell spends much of her time at Forrester these days researching how consumers think about advertising. And while “it’s not an awesome story,” she sees marketers taking the steps to better understand things like identifying overlaps in their user base and considering needed organizational changes. “To think that somehow everyone […]

 
 

Low Digital Ad Engagement Rates Show The Complexity Of Change: Forrester’s O’Connell

SAN JUAN, Puerto Rico—Consumer reported engagement rates across different advertising media show that “the digital channels are kind of in the toilet,” says Forrester’s Joanna O’Connell. Changing that will be a bit more complicated than just figuring out what constitutes premium ad environments, where engagement tends to be higher. The VP and Principal Analyst says […]

 
 

How To Be Super-Relevant: Forrester Analyst O’Connell

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, […]

 
 

Focus On TV Ad Experiences: Cannes Panel With Forrester, Hulu, Twitter, BrightLine

CANNES – Creating better television ad experiences for viewers seems to be a never-ending conversation for agencies, brands and publishers. But judging from a panel at the Cannes International Festival of Creativity, ad relevance and personalization is expected to vary widely by platform and provider for the foreseeable future. Reasons for the variations include corporate […]

 
 

How Can Brands Balance Omni-Channel & Creative: Cannes Panel w/ Adobe, Forrester, IBM and Essence

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 […]

 
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