Maximize Business Growth with Effective Advertising

Deliver powerful brand messaging and content across digital marketing channels

Trends in Advertising Are Continuously Evolving

Advertising is a dynamic industry, constantly evolving and reinventing to embrace new adtech and media and to reach audiences in new ways. Driving business growth through your advertising plan requires a deeper understanding of your target consumers’ values.

Performance, Branding, Media Mix, and Formats.
I did not have the resources in-house, or the talent, for the help I needed, and I needed it in a lot of different areas. ... I spent a lot of time with Gartner and the experts. ... [It] was really a team, helping me and my leadership team succeed and go to market quickly ... all in all, it was a team effort.

Leslie Doty

Former CMO, Time Inc.

Marketing leaders can deliver on advertising results

Advertising encompasses the creation, delivery and orchestration of paid marketing messages and content across multiple advertising channels. Evolving your advertising strategy and optimizing your media mix can help ensure your team can make investments with confidence and achieve demonstratable results.

Quality = Targetability + Interactivity + Richness of media

Insights you can use

Ensure your team can make investments with confidence and achieve demonstrable results by leveraging Gartner’s tools and models to maximize ad program value, allocate budget across old and new formats and effectively measure your ad campaigns.

Where should you invest your adtech?

Understand what’s hype and what’s proven to identify which advertising technologies are relevant to solve your business needs. The Gartner Hype Cycle for Digital Marketing and Advertising provides the overview you need to understand where to invest adtech budget and when to serve business objectives.

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Your advertising strategy is showing

Smart marketers will harness the power of consumer conversation in their advertising strategies.

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Take programmatic advertising in-house

Calibrate investment to media spend, take a phased approach and leverage hybrid tactics to successfully bring programmatic advertising in-house.

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Questions about becoming a Gartner client?

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How to fit addressable TV into your advertising plan

Addressable TV advertising uses traditional TV inventory to target commercials at specific households. It complements other paid media video tactics, but lacks the agility and automation of digital. Marketing leaders can use this research to evaluate where addressable TV fits into media plans.

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Data and targeting: Privacy 2.0

With consumer concerns about privacy on the rise and new regulations emerging, brands need to retool their marketing strategies to better incorporate end-user benefits.

View Insight Report

Want to reach a younger audience? Look to OTT advertising.

OTT advertising reaches more than half of all U.S. TV households, including younger viewers who can’t be found on cable or broadcast TV. To tap into this streaming video audience, marketing leaders must navigate a range of planning, execution and measurement challenges.

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Case Study

Financial Services Institution Effectively Expands Target Market

A financial services firm wanted to expand its customer base with an offering for women. Gartner helped the firm build an inclusive advertising strategy to improve market penetration with both men and women, and increased campaign responses by 10% in the new target market without negatively impacting the firm’s traditional customer base.

Gartner Topic Experts

We understand your challenges. We’ve been there. Our experts bring fresh ideas and best practices from years of success in the field — providing you with the confidence to lead boldly and help your team execute.

Eric Schmitt
Senior Director Analyst

Danielle Bailey
MVP

Lizzy Foo Kune
Senior Director Analyst

Andrew Frank
Distinguished VP Analyst

Dig Deeper with Gartner

Research

Consumer Sentiment & Expectations Amid Coronavirus (COVID-19)

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Managing Marketing Budget Cuts

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Driving Cost Optimization Across the Enterprise: A Marketing Perspective

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Use 4 Methods to Measure Marketing’s Impact

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How to Prove the Value of Marketing to the Enterprise

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Intelligence Report

Omnichannel 2020

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Gartner is a trusted advisor and an objective resource for more than 15,600 organizations in 100+ countries.

Learn more about how we can help you achieve your mission-critical priorities.