Mike Proulx

VP, Research Director

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Mike Proulx

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Blog

Netflix Saturation Nears, With No Dearth Of Original Content To Binge

Mike Proulx 2 hours ago
Netflix subscriber growth continues to slow. In its Q4, 2021 earnings interview tonight, company executives said it’s “tough to pinpoint” why customer acquisition hasn’t recovered to pre-pandemic levels. But the reality is that the streaming market has become saturated. This translates to more choice for consumers who are growing concerned with the aggregate costs of […]
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Cancel Culture: Confusing, Complex, And Contentious

Mike Proulx January 10, 2022

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Meet Forrester’s New Principal Analyst Covering Media: Kelsey Chickering

Mike Proulx December 1, 2021

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Weekly Usage Of TikTok Surpasses Instagram Among US Gen Z Youth

Mike Proulx November 18, 2021

Blog

NFTs Are Having A Bromance With US Males

Mike Proulx November 4, 2021
State Farm is jumping onto the NFT bandwagon with a football-themed treasure hunt running November 4–7. The insurance company is just the latest of a quickly growing list of brands experimenting with nonfungible tokens since they started gaining marketers’ attention back in March with the launch of NBA Top Shot. That same month, NFTs officially […]
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Predictions 2022: CMOs Emerge As Emboldened Business Leaders

Mike Proulx October 26, 2021

Blog

The Metaverse Won’t Fix Facebook

Mike Proulx October 25, 2021
As Facebook eyes the metaverse, Forrester's latest survey shows consumers want substantive changes to Facebook's ecosystem. Read our full analysis here.
Blog

Facebook’s Outage: Breaking The Ad Empire — For A Day?

Mike Proulx October 4, 2021
The Facebook ecosystem outage should remind advertisers to have proactive risk mitigation plans in place.
Blog

Consumers Aren’t Ready For The Metaverse Yet

Mike Proulx September 21, 2021
In its current state, the metaverse is prime (virtual) real-estate for brands looking to make press headlines, test and learn, and reach a subset of the Gen Z audience. Brands that expect a revenue-based ROI from their metaverse custom media buys will be sorely disappointed.
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Why The CFO Is Key To Proving Marketing’s Business Value

Mike Proulx August 5, 2021

Blog

Win The Trust Of Your LGBTQ+ Millennial Targets

Mike Proulx June 7, 2021
Brands, you’ve got work to do with LGBTQ+ Millennials who, as it turns out, have trust issues with you. The data is hot off the presses from Forrester Analytics Consumer Technographics® Benchmark Survey, 2021 — a survey of close to 200,000 global online adults. Given that it’s Pride Month, I was extra eager to compare […]
Blog

A Brand’s Values Must Withstand The Pressure Of Politics

Mike Proulx April 8, 2021
The lines between brands and politics have blurred. If companies are committed to standing with their values, politics are unavoidable. But that doesn’t mean a given brand must or should take on every single issue. Company values will determine when to choose a side.
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Reaching Gen Z Starts With Understanding Their Truths

Mike Proulx January 14, 2021