Joanna O'Connell
Forrester
New York, NY, United States
Contact Joanna
Discover and connect with journalists and influencers around the world, save time on email research, monitor the news, and more.
| Recent: |
|
| Past: |
|
Past articles by Joanna:
Creative Adtech: The Most Important Category You’ve Never Heard Of (Plus, A Forrester Wave™)
For the past 30-plus years, and for a host of reasons, the age-old connection between creative and media has been severed. In the programmatic era, the focus has been dominantly on media, as though creative didn’t contribute to enticing consumer attention and engagement and driving media performance. The results have been dismal: The digital advertising … → Read More
Optimizing Ad-tech And Mar-tech Channels: Near-Term Trends
We can now technologically hook together systems powering paid (ad-tech) and owned (mar-tech) channels to deliver more relevant, seamless marketing experiences across these channels. But just because these integration points now exist doesn't mean that marketers are taking full advantage of them. To break down the barriers between mar-tech and ad-tech inside their own organizations, marketers… → Read More
Tales From An Adblock Plus Survivor
As a research analyst, I spend a lot of time thinking and writing about the big challenges and opportunities we in the digital advertising industry face. → Read More
A Call To Arms: Marketers, Seize What's Under Your Nose
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdEx... → Read More
The Future of Buying ‘TV’ Everywhere – What Does That Mean?
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research. If you’ve seen the agenda for AdExchanger's upcoming Industry Preview conference in January, you may have noticed that I’ll be giving a presentation on “The Future of Buying ‘TV’… → Read More
ANA Masters of Marketing Recap: Getting Back To Basics In An Era Of Big Data
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research. I spent several days last week enjoying the inside of a giant hotel in sunny Orlando, Florida, for the ANA’s annual Masters of Marketing conference, the second I’ve attended. As I did… → Read More
The ‘In-House’ Trend: Can It Last?
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research. In a recent interview with CMO Today, Sir Martin Sorrell, CEO of holding company WPP Group, called the “in house” trend (i.e. marketers moving media buying – driven by the rise… → Read More
The 'In-House' Trend: Can It Last?
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research. In a recent interview with CMO Today, Sir Martin Sorrell, CEO of holding company WPP Group, called the “in house” trend (i.e. marketers moving media buying –... Continue reading » → Read More
Agency Roles Are Changing As Brands Rewrite The Media Playbook
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research. This week I released my new research report, The “6-5-3” Framework: How to Pick the Right Programmatic Media Management Model, and presented it at yesterday’s Programmatic I/O… → Read More
The Client-Agency Balancing Act: Efficiency Without Constraint
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research. Agencies are walking a tightrope. On the one hand, they are asked to be innovative and strategic thinkers and lead their clients toward brilliant marketing solutions; on the other,… → Read More
Why I’m Finally Paying Real Attention to Rocket Fuel
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger Research. I don’t think I am alone in saying that the digital marketing ecosystem has always had mixed feelings about Rocket Fuel. From a performance standpoint, I’ve heard buyers (whether marketers or… → Read More
Garbage In, Garbage Out: Why Smart Trafficking Matters So Much
"Marketer's Note" is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger Research. Last week, I had a wonderful conversation with an interactive lead at an independent agency as part of my ongoing “When and How to Take Programmatic In-House” research (for which I’ll be… → Read More
Time To Grow
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger Research. So many fascinating questions, trends and technologies to research, so little time! Thankfully, I’ve now got some help. I’m pleased to announce that Lizzie Komar has joined the AdExchanger… → Read More
Let’s Not Lose Sight Of The Real Power Of Programmatic
"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger Research. Call me naïve but I believe in the open exchange model. I always have. Something about the battle of wits it promises always spoke to me: The buyer who actively seeks out data, and who knows… → Read More