Jim Nail

Principal Analyst

Forrester Bio

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The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016

Jim Nail October 12, 2016

Gone are the days of marketing mix providers.  So long cross-channel attribution technologies.  There’s a new sheriff in town—Marketing Measurement And Optimization Solutions. Today, Tina Moffett and I are excited to publish The Forrester Wave: Marketing Measurement and Optimization Solutions, 2016.  The 2016 Marketing Measurement and Optimization Wave combines the previous Marketing Mix Modeling Wave […]

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The Trust Crisis in Advertising

Jim Nail September 23, 2016

Facebook's admission that their video viewing numbers have been inflated for two years is one more shoe dropping in an ongoing breakdown of the relationships between advertisers, agencies and media companies in the advertising ecosystem. Coming after the ANA's work on transparency, and the unresolved issue of fraud in the programmatic ecosystem, this points to […]

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Unilever Buys Dollar Shave Club: The End Of The Mass Marketing Era?

Jim Nail July 21, 2016

When I read the news of Unilever buying Dollar Shave Club I couldn’t help but think of an advisory session I did for a big CPG firm with colleagues Melissa Parrish and Brigitte Majewski a few months ago. One big topic of conversation was how to build a brand today in a media and marketing […]

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Introducing Unified Marketing Impact Analytics

Jim Nail October 6, 2015

“Hey…you got chocolate in my peanut butter!” This line from a 1980’s Reese’s Peanut Butter Cups campaign is a classic in advertising…and aptly describes what is happening in marketing measurement today. (For a blast from the past click here to view this oldie!) Two proven techniques that work great separately – attribution and marketing mix […]

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Video Consumption Behavior -- Corroborating Evidence

Jim Nail February 9, 2015

Sorry for that rather legalistic/nerdy headline. As I mentioned in my last post, Forrester's data on Making Sense of New Video Consumption Behaviors stimulated a discussion of methodologies, and particularly the challenges with our self-reported survey methodology. I agree, this approach has some flaws, as does any research methodology. That's why we're trained here to […]

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More On New Video Consumption Behaviors

Jim Nail January 28, 2015

The press coverage of my report "Making Sense of New Video Consumption Behaviors" — and especially the number they highlighted that 46% of the "core" TV audience watches linear TV in a typical month — raised a lot of questions (and skepticism!) on the Research Wonks list serve. I figure if they had those questions, […]

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Is Your TV Advertising Plan Like Tuna Noodle Casserole?

Jim Nail January 27, 2015

Even when I was a kid, tuna noodle casserole was a bit outdated, a relic of the 1950s, when recipes on the side of a soup can were considered cuisine. But if your TV plan is heavily reliant on linear TV, it's a lot like that casserole: not appealing to younger viewers whose tastes are […]

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The Bundle Begins To Crumble

Jim Nail October 17, 2014

The past week has been big for the TV business, and the once indivisible bundle of networks that come in pay-TV subscriptions has begun to unravel: ESPN and the NBA hinted that they would launch a streaming service that viewers could subscribe to without a cable, satellite, or telco pay-TV subscription.  HBO wasn't so subtle […]

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New Streaming Service From ESPN And The NBA Rumored: No Cable Subscription Required

Jim Nail October 6, 2014

This morning, the NBA and ESPN are announcing terms of the renewal of their licensing contract. The numbers are huge, but that's not what caught my eye. Early reports say that ESPN will launch a streaming service for live games — and viewers won't need a cable or satellite subscription to view them. This is […]

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How Software Ate The Advertising Industry

Jim Nail October 2, 2014

With the Wall Street Journal declaring Ad Week "Programmatic Advertising Week" and Advertising Age's September 29 issue titled "Advertising Age of Automation," it's clear that adtech is all the rage. This might be a good time for you, gentle reader, to revisit my report from this past February, How Software Is Eating Video Ads And, […]

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Highlights, Day 1, ANA Media Leadership Conference

Jim Nail March 31, 2014

This year, the Association of National Advertisers is focusing on some really big issues facing the media business. ANA President Bob Liodice's keynote framed them: Measurement: Better measurement can help marketers make better decisions, and it is time for the industry to convene a central body to guide the measurement discussion. Piracy, fraud, and viewability: […]

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Who Is The Fairfax Cone Of 21st-Century Marketing?

Jim Nail March 10, 2014

Or the David Ogilvy . . . or the Bill Bernbach . . . or the Rosser Reeves . . . or even the Lester Wunderman? All of these Mad Men played outsized roles in laying down the rules of advertising and marketing that have dominated the craft for the past half century. I've been […]

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Justice Department To Aereo: Drop Dead

Jim Nail March 4, 2014

Mediapost quotes the Justice Department's filing siding with the broadcasters' argument that Aereo is infringing on their copyright by saying: “Because [Aereo's] system transmits the same underlying performances to numerous subscribers, the system is clearly infringing…. Although each transmission is ultimately sent only to a single individual, those transmissions are available to any member of […]

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Comcast And FreeWheel: Cementing An Addressable Future For TV Ads

Jim Nail March 3, 2014

In case there was any doubt that TV advertising is going through its biggest evolution since the ascent of the 30-second ad in the 1960s, Comcast's acquisition of video ad platform FreeWheel should lay those doubts to rest.   While this $320 million acquisition of a behind-the-scenes ad tech company seemingly pales next to Comcast's […]

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Broadcasters To Supreme Court: Save Our Business Model

Jim Nail February 26, 2014

This article in MediaPost summarizes the broadcasters' case against Aereo this way: Calling Aereo a “direct assault” on the broadcast industry's business model, a coalition of TV companies indicated in court papers that Aereo's continued existence could mean the end of free over-the-air television. In my reading of the Constitution, I see neither a right to […]

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Digital Is Selling More Soap Than It Gets Credit For: Nielsen Study

Jim Nail February 20, 2014

This headline comes from Ad Age today. I'm glad to see more quantification of online ads' impact for branding. But I lament that this kind of story is still headline-worthy. Why is it still so surprising that online advertising is effective and helps sell products? After all, I wrote about the first Cross Media Optimization […]

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Is Aereo About TV Or The Cloud?

Jim Nail February 19, 2014

Julianne Pepitone's review of the upcoming US Supreme Court case American Broadcasting Companies, Inc. versus Aereo nicely covers the case's implications on two big industries, old and new: television and cloud computing. (P.S. Thanks for the shout-out to me, Julianne!) The potential impact on the TV industry is pretty clear, but the cloud? I'm not […]

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Help! The Computer Ate My TV Buy!

Jim Nail February 18, 2014

My new report, “How Software Is Eating Video Ads And, Soon, TV” just went live. In it, I document how automation has gained traction in digital media buying and why it’s only a matter of time before we see it jump to assets such as online video. Read the report now and join me for […]

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Marketers: Focus On Video Audience Fragmentation, Not Cord-Cutting

Jim Nail February 14, 2014

With all the talk of cord-cutting, you'd think consumers were abandoning video entertainment for a return to a Neolithic era of telling stories around the campfire after the day's hunt. I published a report a couple of weeks ago called Marketers: Don't Worry About Cord-Cutting that shows this isn't the case. (First, a shout-out to my […]

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The Sunset Of GRPs

Jim Nail February 13, 2014

Gross rating points (GRPs) have been debated in the digital world for years — census level impressions should crush a panel-based measurement like GRPs — until you run into the raft of pesky technical issues: bots, viewability, server-side versus client-side measurement, et al. Meanwhile, the big money (i.e., TV) continues to be traded on GRPs, […]

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