Jim Nail

Principal Analyst

Forrester Bio

Author Insights

BLOG

Back To the Future: The Benefits Of TV Advertising

Jim Nail August 9, 2017
Marketers are having a Back to the Future moment: AdWeek, MarketWatch, MarketingProfs, and others have sung the praises of television. And in January, the CMO of Coca-Cola presented analytic proof that TV delivers stronger ROI than digital. With cable-cutters, cord-nevers, and Millennials’ preference for over-the-top (OTT) TV viewing, it’s easy to predict the demise of […]
Read More
BLOG

Advanced TV -- Please Don't Call It "Targeted Linear"

Jim Nail May 26, 2017
I’m seeing the term “targeted linear TV” crop up more and more (as in this Business Insider article about a Credit Suisse report on TV advertising’s evolution) to describe what has been variously called “audience-based,” “index-based,” “advanced,” or “data-driven” buying. Or even, perish the thought, “programmatic” — a term I’ve already pleaded with the industry […]
Read More
BLOG

Uber....Pepsi....The Ringling Brothers Circus.....

Jim Nail April 13, 2017
Three very different brands with an unfortunate commonality: Each has recently incurred the wrath of a growing segment that Forrester calls the values-based consumer. Last week at Forrester’s Consumer Marketing Forum, my colleague Henry Peyret and I launched a new line of research. It helps marketers manage the trend of consumers looking beyond the direct, […]
Read More
BLOG

Plate Tectonics and the TV Advertising Business

Jim Nail March 27, 2017
One of the key concepts I learned as a geology major at Williams College comes in very handy when analyzing the changes in the TV advertising business over the past few years. Plate tectonics describes giant slabs of the earth's crust that contain the continents and are propelled by the upwelling of molten layers deep in […]
Read More
BLOG

Super Bowl LI: Lackluster Brand Promises, Inspiring Values

Jim Nail February 6, 2017
Out of a generally uninspiring batch of ads this year, one trend stood out: brands using the largest ad platform in the US to align their brand with social and political values that generally are thought to have no place in the bottom-line world of driving quarterly business results. Social media listening firm Talkwalker notes […]
Read More
BLOG

AT&T DirectTV Now - The Cord Never-Ever Package

Jim Nail November 28, 2016
 I'm in NY today at the launch of DirectTV Now — AT&T's new video streaming service. The key points are: Live TV plus on-demand streaming Packages starting at 60 channels for $35 per month up to 120 channels for $70 — with a special deal to get the 100 channel package (normally $60) for $35, […]
Read More
BLOG

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 […]
Read More
BLOG

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 […]
Read More
BLOG

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 […]
Read More
BLOG

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 […]
Read More
BLOG

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 […]
Read More
BLOG

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, […]
Read More
BLOG

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 […]
Read More
BLOG

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 […]
Read More
BLOG

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 […]
Read More
BLOG

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, […]
Read More
BLOG

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: […]
Read More
BLOG

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 […]
Read More
BLOG

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 […]
Read More
BLOG

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 […]
Read More