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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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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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The TV Industry Is Stumbling Toward Customer Centricity

Joanna O'Connell December 5, 2018
I’ve just returned from a few days in the sun, having once again participated in Beet.TV’s annual Beet Retreat. (Wonderfully, we returned to Puerto Rico this year.*) The theme was “It’s Consumer-First in TV Land,” which I really hoped the conference would pay off on. Why? Well, we know that consumer attitudes about advertising are […]
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Predictions 2019: Media — What’s On Tap?

Mary Pilecki November 7, 2018
Media Acquisition Growth Explodes By any standard, 2018 will be remembered as a blockbuster year for media. On June 14, 2018, AT&T completed its acquisition of Time Warner for $85.4 billion, despite an appeal by the Department of Justice. A week later, Disney won the battle against Comcast to acquire 21st Century Fox for $71.3 billion. These […]
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Media Consultancies Come Of Age

Jay Pattisall September 18, 2018
The first Forrester Wave™ on global media agencies reveals the category-adding technology, services, and capabilities to leap beyond conventional media planning and buying. Media agencies are beginning to transform into media consultancies. However, who’s leading might surprise you. The Conventional Approach Of The Media Agency Is Deteriorating Media agencies are no longer just media planning […]
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Can Agencies Change Their Business Model Fast Enough?

Jay Pattisall August 15, 2018
Agencies Are No Longer The Exclusive Marketing And Business Partner For CMOs CMOs bring agency work in-house and aggressively manage agency fees. Global consultancies like Accenture and Deloitte target CMOs and new business and technology stakeholders with experience agency services. The agency business model is under financial attack. P&G reported saving $1 billion in agency […]
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The Video Universe Is Expanding, And Video Market Players Must Adapt

Brandon Verblow August 9, 2018
In season four of Netflix’s BoJack Horseman, an animated series about the struggles of a former 90s-era sitcom star of the same name, BoJack’s agent Princess Carolyn is pitching a new series starring BoJack. The pitch is to executives at the fictitious WhatTimeIsItRightNow.com, an online source for local times around the world.[i] The website has […]
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Six Key Takeaways From Google Marketing Live 2018

Collin Colburn July 12, 2018
Susan Bidel, Joe Stanhope, Tina Moffett, and I were able to attend Google Marketing Live this week in San Jose. There were many announcements and changes made to Google’s platforms and products. Possibly the most significant — an announcement that was made over a week ago — was the retirement of the AdWords and DoubleClick brands in […]
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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018
The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]
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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018
The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]
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Can CMOs Trust Consultancies For Programmatic Media?

Jay Pattisall May 29, 2018
Last week, Accenture Interactive launched a new media service called Accenture Interactive Programmatic Services. The new service will include programmatic consulting services for in-housing media, media strategy, planning and implementation, and advertising technology services. It’s the first “official” foray into media from a consultancy. The marketing and advertising trade press label the move another effort […]
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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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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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How State Farm Turned a Marketing Tagline into an Expression of Its Corporate Values

Jim Nail January 11, 2018
Happy 2018! I hope everyone enjoyed their holidays and had a chance to relax. As we get back to the swing of our regular routines, I have to wonder — what becomes of the season of giving? The Salvation Army bell ringers have disappeared, and cause-related marketing ads promoting companies’ charitable giving (like Subaru’s Share […]
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Net Neutrality Is Dead – Long Live Common Sense

Glenn O'Donnell December 14, 2017
My fellow Americans, the FCC has finally acted on its promise to repeal the regulations known at Net Neutrality. This move has been a magnet for political debate by those on both extremes. Ignore those people. They are only wasting your time. If you become spellbound by the media circus, your competitors will be busy […]
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TV Industry: It’s Time For A Round of “Stop, Keep, Change”

Joanna O'Connell December 8, 2017
I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late, my ad experience with my chosen form […]
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Predictions 2018: Who Will Win And Who Will Lose Across The Media Landscape

Susan Bidel November 8, 2017
Media, so vital to the wellbeing of the economy, has endured a turbulent year. Marketers questioned the quality of the supply chain. Agencies reorganized to reinforce their value proposition. Ad tech continued to consolidate. Publishers scrambled to make money and keep their two sets of customers – consumers and advertisers – happy. While that short […]
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From Darling To Workhorse: Programmatic’s Growing Pains And What Comes Next

Joanna O'Connell November 1, 2017
I attended AdExchanger’s semi-annual Programmatic I/O conference last week to absorb the latest in industry talk and get a pulse check on the health and wellness of the programmatic ecosystem. This show was illuminating in that I found signs of both enthusiasm and beleaguerment in equal measure. It felt, in short, like a meaningful corner […]
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OTT Won’t Replace Traditional TV — The Two Will Get Married And Have Babies

Jim Nail October 5, 2017
Recent headlines have covered cord cutting as if it is an inevitable trend, set to doom the TV industry as we know it. However, when we peel back the layers of the alarmist headlines, the argument doesn’t really hold: No streaming service yet offers all that consumers want, as my colleague Kris Arcand found in […]
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In A Brave New World Of Viewing, Consumers Need A New TV Guide

Kristopher Arcand October 5, 2017
Streaming behavior continues to increase among consumers, and TV viewing – whether it is through live TV, DVRs, or OTT devices – is a critical part of the viewing mix. With the recent surge in streaming offerings (both individual and those from cable/network content providers), consumers are seizing the chance to control what, when, and […]
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