Advertising encompasses the creation, delivery and orchestration of paid marketing messages and content across channels.

Gartner’s 2018 advertising agenda focuses on:

  • Developing an advertising strategy that uses a mix of formats and tactics
  • Balancing brand and performance advertising objectives
  • Using data to create advertising programs that support a profitable
  • customer journey
  • Evaluating ad tech tools and service providers
  • Measuring and optimizing advertising performance to achieve business goals

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Advertising Research and Methodologies

As a marketing leader, you are accountable for advertising results. Use our upcoming research to evaluate advertising technology, techniques and service providers. Leverage Gartner’s tools and models to ensure your team invests resources with confidence and achieves demonstrable results. Overcome complex advertising challenges, seize opportunities across emerging formats and align your initiatives to larger business goals.

The advertising agenda will help you answer the following questions:

  • How do you develop an advertising strategy that meets performance goals?
  • Which advertising technologies and service providers will achieve the best results?
  • How do you identify, evaluate and deploy profitable new advertising channels and formats?

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