Media Buying’s Evolution Challenges

The rise of digital media and the increasing use of new, automated, impression-by-impression platforms
for planning, buying, and measuring all forms of media have upended traditional marketing and media
buying processes. Forrester teamed with the Association of National Advertisers (ANA) to field a survey
of more than 150 senior marketers to better understand how marketers in charge of important media
budgets are coping with this evolution and its impact on the transparency and measurement of media
buys. Originally presented at the ANA Media Leadership Conference on April 1, 2014, the survey results
tell us that marketers are slow to embrace the benefits of new media buying approaches like programmatic
buying and advertising trading desks. Read this report to understand the current state of media buying
and what we can expect to happen as digital technologies transform the business over the next three years.

Publication: 
Forrester
Author: 
Nail, Jim
Document Type: 
Research
Paywall: 
Free

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