Forrester Analysts Joanna O’Connell and Jim Nail: Digital and Linear TV Is Still Divided

According to Forrester principal analysts Joanna O’Connell and Jim Nail, the television industry is experiencing a “new wave” of thinking, particularly as it pertains to the cross section of traditional and digital models. In a fireside chat at the Beet Retreat hosted by Publicis in New York, the two discussed the challenges and opportunities of […]

 

Streaming Wars Are Not A Zero-Sum Game: Forrester’s Nail

After the battle is over, who will be declared victor? So far in the rush to launch new paid streaming TV services, pundit opinion has focused on how providers’ library strengths and finite household capital will end up crowning a winning provider. But Jim Nail doesn’t see things so black-and-white. Rather than betting on Disney […]

 

How Will Roku-dataxu Change Advertising?: Forrester’s O’Connell

This week was amongst the biggest of the year for ad-tech deals, as over-the-top (OTT) TV platform provider Roku announced its plan to acquire dataxu, a demand-side ad-buying platform, for $150 million. Roku is the leading provider of add-on OTT devices, according to Strategy Analytics, and is also present natively inside many TV sets. In […]

 

ROI Is ‘Living The Lie’: Marchese & O’Connell Fret About Outcomes

Pumped up by the foundational waves of programmatic and digital measurement, many advertisers in the last couple of years have pushed publishers to price their ads based on real business outcomes. After a recognition that proxy metrics like “clicks” didn’t necessarily translate in to real goals, like sales, certain publishers and even TV operators are […]

 

Re-Thinking TV Ad Load: NBCU, A+E, TiVo & NCC Tell Forrester’s Joanna O’Connell

SAN JUAN — How long should a commercial break be? How lengthy should a TV ad be? And how many is too many? Over the last 18 months, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. That has spurred many networks to […]

 

How To Be Super-Relevant: Forrester Analyst O’Connell

SANTA BARBARA — For years, marketers have tried combatting growing consumer resistance to advertising with a hopeful refrain – if only they could make their ads more “relevant”, perhaps marketing would cross a rubicon and become useful. The theory is all well and good – but how do you actually make it happen? Perhaps inconveniently, […]

 

How Can Brands Balance Omni-Channel & Creative: Cannes Panel w/ Adobe, Forrester, IBM and Essence

CANNES — Many in the ad industry are pointing the finger inward, blaming the sector for alienating audiences through the over- and extreme use of targeting technology. That kind of consensus is forming, with executives promising to rebalance the audience relationship through better messaging. Still, even as the industry looks to correct itself, it is […]

 

Blockchain ‘Will Improve Quality Of Agency Life’: Cannes Panel

CANNES — A lot of industry insiders are talking these days about how the traditional ad agency is dying. That may or may not be true, depending on your persuasion. But a 2018 intervention by new blockchain technology could at least improve the quality of agencies’ lives in the foreseeable future. That was the hope […]

 

Forrester Survey Of ANA Members: Addressable TV At Inflection Point, Will Grow Rapidly

SAN FRANCISCO – Based on a survey of 88 Association of National Advertisers members and the Everett Rogers innovation adoption model, addressable television advertising has reached its inflection point and will grow quickly. This is because 15% of respondents regularly include addressable in their TV plans while another 35% have experimented with it. “These numbers […]

 

From ‘Conversations To Action’ In The Changing TV Industry: Forrester’s Joanna O’Connell

MIAMI – From a perch like that of Joanna O’Connell at Forrester Research, it’s hard not to see the big picture in the roiling television business and what needs to change. Whether it’s the “insane” practice of continually chasing lower CPM’s or the “chicken-and-egg” Netflix business model. Overall, the Principal Analyst believes that things are […]

 

Agency Trading Desks “Are Going to Have to Change Their Pricing Model,” Forrester’s Richard Joyce

With publishers and advertisers embracing increasingly sophisticated software to buy and sell advertising on an automated basis, the advertising agency trading desks “are going to have look at how they provide value to marketers,” says Richard Joyce Senior Analyst at Forrester.   Joyce, who is the primary analyst covering programmatic advertising, joined the big research […]

 

Forrester’s Nail on Aereo Decision: Existing Business Models have been Reinforced

Forrester principal analyst Jim Nail is “disappointed” by today’s U.S. Supreme Court ruling in the Aereo case.  He says it is unfortunate and it reinforces the existing business models of cable and satellite operators in the United States.   Not withstanding, the control of the media giants, content delivery will eventually move to a direct […]

 

Commentary: Forrester Report Highlights Shift from GRP’s for Digital Video

The evolution of effective audience measurement is the top priority for most in the digital video industry, according to a commissioned report by Forrester Research sponsored by Videology.   The industry needs to move past measurement via GRP’s says  Ashley J. Swartz, CEO of the the Furious Minds, report in this commentary for Beet.TV.