Jim Nail

Principal Analyst

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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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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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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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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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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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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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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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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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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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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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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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Your Next Brand Crisis Is Just Around The Corner

Jim Nail August 23, 2018
Chipotle, Starbucks, Uber, Wells Fargo . . . the list of companies that have found themselves pounded by controversy is long — in fact, 50% of the Fortune 100 have had to deal with a crisis in the past three years. Check out this short overview of the new report Emily Collins and I coauthored . […]
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BLOG

The Data-Driven Marketing Revolution Will Be Televised

Jim Nail May 16, 2018
I recently heard L.L.Bean’s chief sales and brand officer walk through the company’s brand refresh and corresponding marketing campaign. He showed some TV spots (most of which elicited laughs, like this winner), and I was reminded of the company’s expanded TV spend. Is TV dead? Hardly. But it is about to change more radically than […]
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Marketers, You Desperately Need A New Mindset

Jim Nail April 20, 2018
You have to feel bad for marketers: For years, they’ve tried to keep pace with changing buyer behaviors and adapt to the cross-device and cross-channel habits of their customers. To guide their progress, they’ve fallen back on familiar routines: benchmarking against past performance, optimizing short-term results, and pushing people through the sales funnel. The problem […]
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Introducing The Forrester Wave: Marketing Measurement And Optimization Solutions, Q2 2018

Jim Nail April 18, 2018
Tina Moffett and I are excited to announce the publication of The Forrester™ Wave: Marketing Measurement And Optimization Solutions, Q2 2018.  This report evaluates eight top vendors’  current offering, strategy, and market presence for unified measurement solutions that leave behind siloed measurement approaches, like attribution and mix modeling.   The research revealed two strong insights:  Unified measurement has matured significantly as a capability since we published the first […]
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Three Things I Never Expected Marc Pritchard To Say — But Every Marketer Needs To Hear

Jim Nail March 1, 2018
P&G CMO Marc Pritchard keynoted today’s ANA Media Conference and exhorted the marketing industry to disrupt and reinvent the craft of marketing: Quote #1: “Disrupt mass marketing.” Yes, you’re reading that right. The company that is if not the inventor of mass marketing, certainly the company known for perfecting it, says its time has passed. […]
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The Inflection Point for Addressable and Advanced TV Is Here Now. Really.

Jim Nail March 1, 2018
The headlines have said it for years: TV is about to change. It will become more targeted. So I don’t blame you if you are a bit skeptical. But yesterday I presented data from the ANA/Forrester State of TV and Online Video Survey that strongly demonstrates that we are finally at the point where rapid […]
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