Jim Nail

Principal Analyst

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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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January Sets The Stage For Faster Disruption Of The TV Ad Model

Jim Nail January 31, 2014
The annual hype surrounding Super Bowl ads has reached a crescendo this week, and I won't add to it. (You can always go read the article I published in the Journal of Advertising Research when I was CMO of a social media listening company, proving it was more effective to preview your ad before the […]
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DVRs vs Online Video: Which Will Win the Battle for Consumer Viewing Time?

Jim Nail October 30, 2013
Since the introduction of the DVR more than a decade ago, consumers have learned they don't have to conform their lives to broadcast programmers' schedules in order to watch their favorite TV shows. Along come online sources like HuluPlus, or the network's own websites promise even more convenience: Get any episode of any show with […]
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How are you thinking about video content these days?

Jim Nail September 11, 2013
As I get deeper into the changes impacting television and online video, their convergence, and the possibility of entirely new forms of video entertainment content, I'm thinking about content in the following categories: Long-form professional video — i.e., produced originally to be broadcast on TV Professional clips — news, sports highlights, scenes from programs Short-form […]
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Time-Warner and CBS Settle -- And Set the Stage for the Future of Online TV Viewing?

Jim Nail September 5, 2013
After a month of haggling, snarking, and outright marketing war, CBS and Time Warner came to terms. While details were not disclosed (though this CNBC article has some intriguing hints) both CEOs — Les Moonves at CBS and Glenn Britt at Time Warner — had soothing words about how this agreement is good for everyone.  […]
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Deals and IPOs in video entertainment and advertising: an inflection point or bubble?

Jim Nail August 19, 2013
A spate of events this month argues that the industry that revolves around video entertainment and advertising (I no longer call it the "television" industry!) has entered a period where long-delayed change will burst out: Video ad networks/technologies YuMe and TremorVideo both went public. While neither was blockbuster, these IPOs signal that investors have enough […]
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Five Trends That Will Disrupt Europe's TV Ad Market

Jim Nail August 12, 2013
My new report, Convergence Disrupts Europe's TV Ad Market, looks at the fascinating landscape of TV advertising in Europe. The bottom line: disruption is coming that will make established TV buying strategies and practices ineffective. Marketers need to understand this change, and over the next three to five years, adopt new tools and strategies in […]
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AOL and Adap.TV -- Audience, not Content, is King

Jim Nail August 8, 2013
I talked with several reporters yesterday about AOL's $400 million purchase of online video technology company Adap.TV. A popular question was "Why is a media company buying a technology company?" as if they had no business being combined. The published coverage focused on the value of their technology for programmatic buying and its future application to […]
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TV Advertising Goes Cross-Channel: Threat or Opportunity?

Jim Nail March 29, 2013
I just wrapped up my report on the future of television: “Digital Disruption Rattles the TV Ad Market.” And, while I was interviewing and exchanging views with advertisers and senior TV industry executives, a clear and surprising find emerged… I wasn’t surprised to hear visions of dynamically targeted ads to deliver the right message to […]
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Cannes Provides Backdrop For Latest WPP Digital Agency Acquisition

Jim Nail June 20, 2012
Cannes this year is hosting more and more evidence of the disappearance of lines between “digital” and “advertising”: A mobile category was launched; the new Branded Content and Entertainment category includes subcategories such as “best use or integration of user generated content”; Twitter co-founder Jack Dorsey was named Media Person of the Year and . . . […]
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For P&G, Will The Revolution Be Digitized? Not The Way You Might Think

Jim Nail March 20, 2012
 Last week’s announcement by P&G CMO Mark Pritchard that it intends to cut marketing costs in part by shifting money from TV to digital sounds like a possible revolution in the marketer’s traditional TV-centric approach. I agree with my colleague Tracy Stokes that this is not the end of TV. Nor is it the beginning […]
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