Jim Nail

Principal Analyst

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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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Blog

Gillette Just Admitted That It Has No Values

Jim Nail January 17, 2019
I’ve held off blogging about Gillette’s “We Believe” campaign, as there are plenty of pundits praising and trashing its strategy, execution, and use of the term “toxic masculinity.” But this response published today in Fast Company reveals that Gillette made the most fundamental error of all: wading into a social issue without a strong commitment […]
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Blog

Hulu Signals An Inflection Point For OTT

Jim Nail January 14, 2019
You’ve likely read the facts: Hulu announced that it has 25 million subscribers and collected $1.5 billion in advertising revenue in 2018. (For more information and analysis, check out this report.) The eye-catching comparison is that Hulu now has more subscribers than any traditional pay TV provider, such as Comcast with just under 21 million […]
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Video

Trends In Marketing Measurement You Need To Follow In 2019

Jim Nail December 6, 2018
Marketers are held to an ever-higher standard of accountability to ROI and business impact. But many marketers struggle to meet these expectations, hampered by long-established habits and lack of knowledge about new data- and analytics-enabled measurement approaches. In this short video, I take apart these misperceptions, describe trends that leading marketers have pioneered, and point […]
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Blog

Are You Ready For Your Next Brand Crisis?

Jim Nail September 12, 2018
You and your PR team have a detailed crisis communications plan. The problem is, it’s wrong. Crisis communication principles have lagged changing expectations of transparency and responsiveness from today’s consumer. Today’s empowered consumers, as Forrester calls them, have the devices and ability to uncover and share facts — and rumors — even as the crisis communication plan […]
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