Jim Nail

Principal Analyst

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Another One Bites The Dust: Why Verizon’s Divestiture Of AOL And Yahoo Is No Surprise

Jim Nail 6 days ago
Today, Verizon announced it is selling AOL and Yahoo to private equity group Apollo for a hefty $5 billion, backing off its foray into media and advertising technology (adtech) and retrenching to its core competence as a mobile telco. This news should come as no surprise. When Verizon acquired AOL in 2015 and then Yahoo […]
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Blog

Four Takeaways From The Super (Advertising) Bowl

Jim Nail February 8, 2021
By the end of the third quarter, there wasn’t much doubt about the outcome of the game. But suspense lingered about how the ads would perform in this high-stakes contest for brands and their agencies. Advertising holds up a mirror to society, nowhere more than the premier advertising event of the year, the Super Bowl. […]
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Blog

Update Your Understanding Of Emotion (Hint: It’s Not Just Feelings)

Jim Nail January 12, 2021
We’ve assembled a compendium of Forrester’s existing research on emotion, with the help of analysts across a variety of coverage areas. This research will help CMOs — and other leaders across the enterprise — rethink the dynamics of emotion.
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Research Collection

B2C Marketers: Use Your Brand Messaging To Deliver Value During The Pandemic

Jim Nail November 27, 2020
COVID-19 is now an unavoidable part of consumers’ lives, and marketers need guidance on how to effectively communicate with them in these ever-changing times. To help marketers address the fear, uncertainty, and challenges that consumers are experiencing, we’ve created a collection of research that provides a range of approaches to consider as they strategize how […]
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Blog

Streaming Apps: Stop Warring, Start Wooing

Jim Nail September 16, 2020
Many pundits and news outlets have declared the onset of “streaming wars,” as all the major traditional media companies have launched robust streaming products this year. The success of these battles is tracked in subscriber counts, new content launches, and the content brands that each platform boasts. Valid enough. But Forrester believes there is another […]
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Blog

Peacock Launch Puts User Experience At The Center Of The Streaming Wars

Jim Nail July 20, 2020
NBCUniversal’s entrant in the streaming wars, Peacock, launched this past week, offering a full library of the network’s current season, original shows, and archival “must-see TV” programs, including “30 Rock,” “Parks and Recreation,” and “Saturday Night Live.” The network opted to follow FOX and ViacomCBS with an advertising-supported model to differentiate from the subscription model […]
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Blog

Q1 2020 Proves Streaming Is Essential To Consumers And To The Future Of Media Companies

Jim Nail April 27, 2020
Netflix’s blockbuster Q1 results grabbed the headlines last week. But this is just one event in a quarter that I believe marks a watershed in the evolution of streaming video. Let’s look at four significant announcements and then put it all together into the story of the quarter: Netflix topped its global net new subscriber […]
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Blog

AT&T TV: An MVPD In Geek’s Clothing

Jim Nail March 3, 2020
This week, AT&T begins the national rollout of its new AT&T TV service after a 13-market pilot test. AT&T gave me a demo in its downtown Boston store and a trial subscription to test; plus, I listened to the conference call with GW Shaw, VP of video product management for AT&T TV, as he briefed […]
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Blog

Legacy Brands, Take Note: The FTC Won’t Protect You From DTC Competition

Jim Nail February 24, 2020
The Federal Trade Commission (FTC) recently sued to block Edgewell’s acquisition of shaving direct-to-consumer (DTC) company Harry’s, fearing industry consolidation since Edgewell owns the Schick and Wilkinson blade brands. It’s a disappointment to Harry’s founders and VC investors, to be sure, and perhaps even a deterrent to further VC investment in DTC disruptor companies. But […]
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Infographic

The Power Of The Values-Based Consumer — And Of Authentic Brand Values

Jim Nail February 14, 2020
As consumers look to align their purchases with their principles, opportunities arise for brands. Learn what it takes to connect with this purpose-driven segment. 
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Blog

Is Great Content Enough To Survive The Coming Streampocalypse?

Jim Nail October 28, 2019
Until now, Netflix, Hulu, and Amazon Prime Video have been synonymous with streaming video. Sure, HBO GO, CBS All Access, Sony Crackle, and others are in the market, but these media moguls’ presence in streaming is modest compared to their standing in the traditional television and movie industries. All that will change between November 1, […]
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Blog

Roku Buys DSP Dataxu: Good For Roku, But For Everyone Else?

Jim Nail October 23, 2019
Roku announced yesterday that it’s buying demand-side platform (DSP) Dataxu for $150 million in cash and stock. Just another instance of advertising technology (adtech) consolidation, maybe? Not so fast. Let’s break down what it means. Roku Keeps A Good Thing Going From a strictly business perspective, this is a good move for Roku. The company’s […]
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Video

TV’s Tectonic Shift Just Happened

Jim Nail May 14, 2019
Did you feel the earthquake that hit the television business today? You should . . . I’ve long used the geologic concept of plate tectonics as a metaphor for the television business. Like the earth’s giant crustal plates that seem immovable in the face of enormous geophysical pressures, the television business has resisted the forces […]
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Blog

Empowered Customers’ Needs Fuel The Hot DTC Disruptor Trend

Jim Nail March 28, 2019
More than 400 digitally native, direct-to-consumer (DTC) disruptor brands have burst on the scene — brands going beyond the online ordering offered by traditional catalog or eCommerce retailer models. They promise sleep, reimagined; oral care, like never before; sneakers, cool enough to wear to work; meal preparation, made easy; and all, delivered directly to you. […]
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Blog

Apple Services = Yawn; Apple Positioning = Consumer Protector

Jim Nail March 26, 2019
Apple yesterday laid out a set of new services, including its new streaming TV service, but the overarching story is much bigger. Tim Cook orchestrated a show of Apple flexing the muscle of its 1.4 billion devices as a platform not just for services that will bolster its financial performance but as a force for […]
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Blog

Super Bowl LIII Ad Themes: Dystopian Robotics And Uplifting Values

Jim Nail February 4, 2019
Pity The Poor Robots Q2 was all about robots and AI: Pringles, Google “100 Billion Words,” Mercedes A-Class, TurboTax Live, and Sprint, while Michelob slipped a robot ad into early Q3 and Alexa appeared in Q4. While the Google and Mercedes ads showed the positive side of robots, Pringles, TurboTax, and Michelob all showed robots longing […]
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Video

Gillette’s Latest “We Believe” Response Earns A C- Grade

Jim Nail January 24, 2019
After I lambasted Gillette for its initial response to the blowback to the “We Believe” campaign, it’s only fair that I acknowledge that the firm has continued to engage with the controversy. Damon Jones, P&G’s VP of global communications and advocacy, spoke to Forbes journalist Michelle King in an interview published on January 20. While […]
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Blog

Gillette’s Biggest Mistake — And How To Fix It

Jim Nail January 18, 2019
This video gives a 2-minute summary of the biggest mistake Gillette has made with the “We Believe” campaign and what the brand can do now to fix it. If you want more comprehensive guidance on how to manage a crisis, read the report I wrote with my colleague, Emily Collins: “Brands Forget The Rules of Modern Marketing When Crisis […]
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Blog

Netflix Has Become HBO

Jim Nail January 18, 2019
In a 2013 article in GQ, Netflix Chief Content Officer Ted Sarandos laid out the then-nascent streaming company’s challenge: “The goal is to become HBO faster than HBO can become us.” In yesterday’s Q4 2018 earnings interview, CEO Reed Hastings, while not referencing Sarandos’ statement, laid out facts that showed Netflix has achieved — or even […]
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Blog

Gillette’s Path Forward With “We Believe”: Own The Controversy

Jim Nail January 18, 2019
In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking conviction in the values it claimed that the campaign represented. My first piece of advice was: If you aren’t authentic […]
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