For Consumer Market Research Professionals

Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

by Reineke Reitsma, November 10, 2009

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called . . .

For Marketing Leadership Professionals

The Right Media Mix To Reach UK Moms

by Mary Beth Kemp, August 5, 2009

Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also tend to demonstrate rather complex media behaviors. To . . .

For Marketing Leadership Professionals

What The Media Meltdown Means For Marketing

by David Card, July 21, 2009

The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and television will lose almost $17 billion in US ad spending in 2008 . . .

For Marketing Leadership Professionals

Marketing Budgets Suffer Significant Cuts

But Marketing Leaders Project Optimism Even In A Downturn

by Lisa Bradner, July 2, 2009

Our Q1 2009 Global CMO Recession Online Survey reveals marketing leaders under pressure to deliver results while enduring budget cuts in excess of 20%. To keep their businesses moving forward, marketing leaders are cutting back on traditional tactics . . .

For Marketing Leadership Professionals

Laying The Groundwork For The Next Wave Of TV Advertising

by David Card, May 28, 2009

As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or systematically fast-forwards past TV commercials, and Early Adopters . . .

For Consumer Product Strategy Professionals

The Future Of European Video On Demand Is TV-Based

by Laurence Meyer, May 21, 2009

The European video-on-demand (VOD) industry has been particularly dynamic over the past nine years. To date, PC-based-VOD services outnumber TV-based-VOD services. In the medium term, however, TV-based-VOD services will play a central role in the European . . .

For Consumer Product Strategy Professionals

Preserving Commercial TV Revenues In A Down Economy

Use The Internet, Interactivity, And Consumer Participation To Offset TV Advertising Budget Cuts

by Laurence Meyer, March 27, 2009

Western commercial TV broadcasters are currently facing an apparent paradox: While consumers will stay home and watch more TV during this recession, TV advertising will experience a worsening downturn anyway. With their budgets also tightening, commercial . . .

For Consumer Product Strategy Professionals

Preparing For The Coming Online TV Backlash

An Open Letter To An Industry On The Verge Of A Big Mistake

by James L. McQuivey, Ph.D., March 13, 2009

Online TV viewing has been a smash hit in the US, driving tens of millions of viewers to watch hundreds of millions of TV shows each month. However, the online TV model is coming under fire inside the secretive halls of content producers and rights holders. . . .

For Consumer Product Strategy Professionals

The US TV Market In Transition: Succeeding In A Multiplatform World

by Bobby Tulsiani, January 20, 2009

With revenues stagnating in the US pay-TV, advertising, and DVD markets, the TV industry is turning to a host of new platforms to drive new growth. Forrester evaluated each of the emerging platforms — PC, mobile, set-top box (STB), and video on demand . . .

For Marketing Leadership Professionals

Choosing The Right Media Mix: Europe

From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, December 18, 2008

Media planning is ever more complex and dynamic. Europeans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive loyalty. Some media have a young urban audience, some have . . .

For Interactive Marketing Professionals

European Multitasking Consumers Present Both Challenges And Opportunities

by Rebecca Jennings, October 24, 2008

Multitaskers who use the Web and the television simultaneously provide marketers with a problem — how do they know that attention is being paid to their messages when so much information is being presented at once? However, considerable percentages of . . .

For eBusiness & Channel Strategy Professionals

Prescription Drug Advertising

Trending Users' Awareness of Online Ads

by Monique Levy, October 23, 2008

Health Web sites and other online services are counting on strong growth of online prescription drug advertising.

For Marketing Leadership Professionals

The Impact Of The Internet On Swedish Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, September 10, 2008

Swedes are among the most sophisticated Internet users in Europe, with nearly the entire population using the Web. They spend more time surfing their favorite sites than watching television. In Sweden, the Net has become a major channel to develop awareness . . .

For Marketing Leadership Professionals

In-Store TV Goes Prime Time With Wal-Mart

Smart Network Will Bring Insights And Accountability

by Lisa Bradner, September 5, 2008

Wal-Mart announced the rollout of its Smart Network to 2,700 stores starting this month. Smart Network will bring together in-store television, creative execution, and in-store metrics. It will enhance marketers' insight into the effectiveness of in-store . . .

For Marketing Leadership Professionals

Personal TV: The Reinvention Of Television

Personal TV With Targeted Commercials Will Take The Waste Out Of TV Advertising

by David Graves, August 25, 2008

TV advertising has been suffering from media fragmentation and ad skipping. Under pressure from advertisers, traditional television networks finally team up with cable multiple system operators (MSOs) and telco services to build a modern ad-supported . . .

For Marketing Leadership Professionals

The Impact Of The Internet On Dutch Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, August 13, 2008

Nearly the entire Dutch population used the Internet in 2007, making the Netherlands one of the most advanced European markets. Younger users spent more time surfing the Web than watching television. Although most consumers still develop brand awareness . . .

For Interactive Marketing Professionals

Video Advertising in Europe

Increasing User Acceptance of In-Stream Ads

by Nate Elliott, August 7, 2008

Video advertising will grow to account for one-fifth of European online display ad spending—nearly €1 billion—in 2012. However, that growth is dependent on sites' ability to drive further user acceptance of in-stream video advertising.

For Marketing Leadership Professionals

The Impact Of The Internet On German Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, July 9, 2008

More than 70% of the German population used the Internet in 2007, with two-thirds using broadband. The growth in Internet usage didn't yet have a significant impact on consumers' traditional media usage. Most Germans still become aware of brands by sitting . . .

For Marketing Leadership Professionals

The Impact Of The Internet On Spanish Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, June 27, 2008

Nearly half of the Spanish population used the Internet in 2007. That is still below the European average, but Spaniards are catching up. Most young consumers are Net users, and they already spend more time surfing the Web than watching television. Most . . .

For Consumer Product Strategy Professionals

How Video Will Take Over The World

What The Rise Of OmniVideo Means For Consumer Product Strategy Professionals

by James L. McQuivey, Ph.D., June 17, 2008

TV is already the world's most powerful medium, yet it is about to evolve into a form that will be even more powerful, something Forrester calls OmniVideo. OmniVideo includes today's TV content experiences and devices but goes far beyond these, creating . . .

For Marketing Leadership Professionals

The Impact Of The Internet On UK Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, June 9, 2008

Nearly 70% of the UK population used the Internet in 2007, which has grown at the expense of the time consumers spend with radio and television. Even though most consumers still become aware of brands by sitting behind their TV screens, the Net is gaining . . .

For Marketing Leadership Professionals

The Impact Of The Internet On French Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, May 29, 2008

Of the French population, 55% are online, and nearly 80% of these Internet users have broadband. Although the average Internet user still consumes traditional media as much as he did three years ago, the Net has become an important channel to develop . . .

For Consumer Market Research Professionals

Building Gen Y's Multichannel Media Profile

A Multichannel Profile Arms Marketers With Facts To Guide Channel Investments

by Ted Schadler, May 23, 2008

This report is a graphical summary and data-driven analysis of how US Gen Y consumers (ages 18 to 27) use media and advertising in the television, print, and online channels. We chart Gen Yers versus the total US adult population to help consumer market . . .

For Consumer Product Strategy Professionals

What It Really Means To Watch TV Online

by James L. McQuivey, Ph.D., May 8, 2008

The days of thinking of online video as mostly a YouTube phenomenon are officially over. Instead, the Internet-connected PC has become another TV set in people's lives, one that fulfills all the same needs that the still-beloved TV set in the living room . . .

For Marketing Leadership Professionals

Europeans Still Enjoy Their Television

Reaching Europeans: From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, April 25, 2008

In 2007, about 60% of the overall European population browsed the Net, no matter where they were connecting from, up from 53% in 2004. However, most consumers still develop brand awareness by sitting in front of their TV sets. What has greatly changed . . .