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forrester

Principal media to become a ‘business mainstay’ in 2026 as marketers trade transparency for certainty: Forrester
forrester By Staff Reporters

Principal media’s growth is spurred on by budget cuts and shortening CMO tenures.

Majority of marketers are unprepared to combat deepfakes: study
deepfakes forrester research By Staff Reporters

A report from Forrester highlights the risks that companies face from deepfakes, as well as the current inadequate state of preparation to combat the problem.

Ecommerce sales in APAC to hit $3.2 trillion by 2028: Forrester
ecommerce forrester research By Staff Reporters

TOP OF THE CHARTS: China leads the Asia Pacific region in terms of e-commerce sales and will have more than 40% online retail penetration by 2028, according to the report.

How exactly is AI used in APAC marketing? Please take our survey
ai artificial intelligence forrester generative By Staff Reporters

Campaign Asia-Pacific is teaming up with Forrester to understand how marketers and agency professionals are applying AI in their work now and plan to in future. Answer our 10-minute survey to receive the full report.

China, India to lead global marketing-spend growth through 2025
adspend forecast forrester top of the charts By Staff Reporters

Global marketing spend will increase by 7% annually to $4.7 trillion in 2025, with China, India and South Korea among the markets exceeding the global average, according to a new forecast from Forrester.

How to prepare for hybrid commerce: Chinese consumers lead unification of online and in-store
commerce forrester

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

How China's marketing community sees the metaverse
china forrester marketing By Minnie Wang

Campaign China asked Gen Z creatives and senior marketing and branding experts to discuss how they view the present and future of the metaverse in the China market?

CMOs lag behind other leaders in heading digital transformation projects: Forrester
cmos digital transformation forrester top of the charts By Staff Reporters

TOP OF THE CHARTS: New research finds marketing and technology leaders fail to work in lock step and half of IT leaders expect the CMO title to be replaced.

CMOs face uphill battle proving marketing's value to CEOs, board
cmo forrester marketing By Staff Reporters

Marketers must be able to link marketing activity with business impact to stay relevant, suggests Forrester survey.

Forrester CMO pushes for tighter integration of sales, marketing and product teams
cmo forrester By Rahul Sachitanand

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.

Agencies and brands divided on impact of privacy on ad targeting
forrester ipg mediabrands omg privacy wfa

Media agencies have higher levels of concern and lower levels of confidence in their post-cookie solutions than brands and publishers, according to a comprehensive survey on privacy in APAC. Agency leaders from OMG and Mediabrands give their thoughts.

Publishers most confident in their post-cookie outlook
forrester wfa

Results from a comprehensive survey studying preparedness for a cookie-less, privacy-first industry reveal much higher levels of confidence among publishers versus agencies. Digital leaders at the BBC and SCMP give their thoughts.

Marketers in APAC are not ready for the privacy-first, post-cookie world
forrester wfa

Today at Campaign360, Campaign Asia-Pacific, Forrester and the WFA reveal exclusive research findings on brand, publisher and agency readiness for a new privacy-first world in APAC.

Six takeaways from Forrester's predictions for CMOs in 2021
cmos cx forrester predictions technology By Rahul Sachitanand

In a time of intense flux, sweeping changes could affect everything from purpose to customer loyalty and cause an existential crisis for CMOs.

Forrester 2021 predictions: Integration of marketing and CX, cloud to skyrocket, innovation to suffer
forrester

CMOs will embrace CX, loyalty programmes will be re-emphasised and media money will shift into retention methods, the firm's annual outlook predicts.

Are we at the start of a CTV boom in APAC?
ctv forrester pubmatic video By Jason Barnes

A Forrester study predicts significant ad spend growth in video over the next 12 months.

CMOs face ‘final desperate fight for survival’ in 2020: Forrester
cmo forrester

CMOs need to take control of the entire customer journey, invest in participatory purpose-led experiences, and become more strategic in technology spend to secure their future, the firm suggests.

China, APAC to lead global social-media adspend
ad spend forrester top of the charts By Staff Reporters

TOP OF THE CHARTS: Forrester predicts China's social ad spend will triple by 2023, leading APAC past North America globally.

The TikTok effect: short video digital ad spend rising
forrester tiktok

Forrester says online video ad spending across Asia-Pacific will grow to $53.7 billion in 2023, driven by the popularity of platforms like TikTok

CMOs need to muscle in on digital transformation, Forrester says
digital transformation forrester By David Blecken

By taking full responsibility for the customer experience, marketers can play a more serious role in effecting change.