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Targeting and Measurability Most Important Benefits of Online Advertising

February 7th, 2013

MediaPost

According to a new Marin Software study, conducted by Forrester Research, marketers are using online advertising to drive revenue outcomes, but face challenges without ample visibility into key performance metrics. The study suggests that advanced ad management programs can help advertisers scale ad programs, enable insight into data, offload operational headaches and improve program performance.

Key findings of the study show that advertisers value online advertising because it’s flexible, targetable and drives immediate revenue outcomes. 83% of respondents are already held accountable for revenue outcomes; 79% say that driving revenue is a primary objective for online initiatives. 74% look to technology to ameliorate problems.

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Categories: Advertising & Marketing Research, Digital Media Research | Tags: , , , , , , , , , , , , , , , , , , ,

Forrester: 84% Of U.S. Adults Now Use The Web Daily, 50% Own Smartphones, Tablet Ownership Doubled To 19% In 201

December 20th, 2012

TechCrunch

Forrester Research just published its annual “State of Consumers and Technology” report. As usual, it’s chock-full of interesting statistics about how U.S. consumers use the Internet, but the most interesting statistic is probably that the overall online penetration rate in the U.S. has stabilized at 79 percent (the same number Forrester found in 2011). That’s the percentage of U.S. adults that go online at least monthly. What has changed, however, is how many adults go online at least daily: In 2011, that was 78 percent of U.S. adults, and in 2012, Forrester reports that 84 percent now go online at least once per day.

One of the reasons for this is, of course, the growing smartphone and tablet penetration. Forrester found that about half of U.S. online adults now own a smartphone and two-thirds even own multiple connected devices. Tablet adoption doubled since 2011 and is now at 19 percent.

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Categories: Mobile News, Mobile Research | Tags: , , , , , , , , , , , , , , , , ,

Mobile Is Key To Cross-Media Marketing Strategy

November 7th, 2012

MediaPost

Forrester Research released a method for benchmarking a company’s “mobile maturity,” as campaign budgets continue to rise. The guidelines aim to help marketers understand different growth stages, and determine budgets to create a cross-media strategy and road map. Advertisers will spend $77 billion on interactive marketing by 2016, similar to the amount today spent on television, Forrester estimates. Search marketing, display advertising, mobile marketing, email marketing, and social media will comprise 26% of all advertising spend as marketers embed more media in the mix.

“The Score Your Mobile Marketing Maturity” report describes three processes: Organization, Planning and Execution, and Measurement. Each section lists a series of questions, such as “How does your organization view the importance of mobile marketing,” along with possible answers like “Mobile marketing is the connective tissue between online and offline channels and is key to any marketing campaign.”

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Categories: Mobile News | Tags: , , , , , , , , , , , , , , , , , , , , ,

Ad Execs See Opportunity In iPhone 5

September 12th, 2012

MediaPost

The subject of endless speculation finally arrived Wednesday with the unveiling of the iPhone 5 at a ritual Apple event in San Francisco, led by CEO Tim Cook. As expected, the company rolled out its signature device with a larger display, improved camera and 4G LTE networking all wrapped in a thinner body of aluminum and glass.
Given the months of rumors and leaks ricocheting around the blogosphere leading up to today, there were few surprises left as to what the latest iPhone would offer. There was no novel addition like Siri in the iPhone 4S or controversial new design feature like the external antenna. Still, digital ad executives and analysts expect the iPhone to lure new customers and provide a richer canvas for mobile campaigns and m-commerce. Forrester analyst Charles Golvin noted that competitors like HTC and Nokia already offer some of the features Apple debuted Wednesday, like those for imaging. “But Apple still outpaces the competition when it comes to the entire package — the new iPhone unites significant improvements in industrial design, imaging, audio and connectivity, along with the wealth of new capabilities that iOS6 enables,” he wrote in a blog post today.

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Categories: Mobile Blog, Mobile News | Tags: , , , , , , , , , , , , , , , , , , , , , , , , ,

GOOGLE’S NEXUS TABLET ISN’T A DEVICE; IT’S A CONTENT PLATFORM STRATEGY

June 27th, 2012

Forrester 

Forrester Research vice president and principal analyst James McQuivey writes about the new Google tablet: “As a competitor to the iPad, Nexus 7 isn’t worth the digital ink I’m consuming right now. ”But Google isn’t just selling a device. Instead, the company wants to create a content platform strategy that ties together all of its ragtag content and app experiences into a single customer relationship. Because the power of the platform is the only power that will matter. It’s unfortunate that consumers barely know what Google Play is because it was originally called Android Market, but the shift to the Google Play name a few months back and the debut of a device that is, according to its designers, ‘made for Google Play,’ show that Google understands what will matter in the future.

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Categories: Digital Media News | Tags: , , , , , , , , , , , , ,

Google Buys QuickOffice and Embraces App Internet

June 5th, 2012

Forrester

Google’s acquisition of QuickOffice further moves the search giant beyond the “pure Web” and toward an embrace of the App Internet, writes Forrester Research Vice President and Principal Analyst Ted Schadler in a new blog post. Schadler writes: “The App Internet is the future of software architecture and the foundation of how people get stuff on their mobile devices (we call that mobile engagement). The App Internet means native (or hybrid HTML5) apps on mobile and desktop devices that use the Internet to get services. It’s the native app that makes the user experience good. It’s the Internet that makes the user experience relevant to life.”

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Categories: Digital Media News | Tags: , , , , , , , , , , , , , , , , , ,

Social’s Limited Marketing Might

May 7th, 2012

MediaPost 

Social may have established itself as a brand-building requirement, but — as some marketers have learned the hard way — it can’t replace other channels yet. “Brand-building strategy and social strategy are inextricably intertwined,” according to Forrester analyst Tracy Stokes. Yet, “social efforts do not represent a stand-alone solution and need the scale and consistency of paid and owned media.”

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Categories: Social Media Blog, Social Media Research | Tags: , , , , , , , , , , , ,

Forrester says b2b marketers will increase budgets 6.8% this year

April 25th, 2012

BtoB daily news 

Cambridge, Mass.—B2b marketers will increase their marketing budgets by an average of 6.8% this year, according to a report from Forrester Research. The report, “B2B Marketers Must Focus on Partnership and Experimentation as 2012 Budgets Rise,” was based on an online survey of 864 b2b marketing executives in North America and Europe, conducted in the fourth quarter.

According to the report, 27.0% of marketers will increase their budgets between 10% and 19% this year; 20.0% will increase budgets between 5% and 9%; and 18.0% will increase them between 1% and 4%. Sixteen percent of b2b marketers will boost budgets by more than 20% this year. The remaining 19.0% will decrease marketing budgets.

Categories: Advertising & Marketing News, Advertising & Marketing Research | Tags: , , , , , , , , , , , , , , ,

375 Million Tablets Will Be Sold Globally in 2016

April 24th, 2012

Forrester 

Forrester Research forecasts in a just-published report that in 2016 there will be 375 million tablets purchased globally and 760 million tablets in use. This growth — from 56 million sold in 2011 — represents a 46% compound annual growth rate. The consumerization of IT is not a trend Forrester sees going away: By 2016, one-third of tablets will be sold directly to the business. Emerging markets will also contribute greatly to tablet adoption: Forrester believes that these markets will account for 40% of tablets sold in 2016.

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Categories: Mobile News, Mobile Research | Tags: , , , , , , , , , , , ,

Tablet use erodes PC time more than TV Time

April 12th, 2012

Forrester 

Tablets are displacing PCs and single-purpose devices, acting as a major disruptor in the digital home, according to a new Forrester report. In fact, 35% of US tablet owners use their laptops less frequently since getting a tablet, and 45% have no plans to buy an eReader now that they own a tablet. This is based on a Forrester survey of more than 5,000 US adults. But, while tablets are displacing these devices, the relationship with one home device, the TV, is much more nuanced. While 88% of tablet owners use their tablets in the living room, only 12% say they use their TV less frequently since getting a tablet. That’s because tablet and TV use is largely complementary: 85% of tablet owners use their tablets while watching TV, and 18% actually connect their tablet to their TV using an HDMI or VGA connector.

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Categories: Mobile News, Mobile Research | Tags: , , , , , , , , , , , ,