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  • Report The Digital Transformation Of Video Advertising Arrives

    Addressable And Advanced TV Buying Hits The Inflection Point
    May 16, 2018 | Jim Nail

    Television advertising has resisted the tide of technological change — until now. The ANA/Forrester Q1 2018 US State Of TV And Online Video Advertising Online Survey shows that adoption of...

  • Report How To Advertise To Consumers Who Hate Ads

    Create Customer-Obsessed Advertising By Making Ads That Are Human, Helpful, And Handy
    July 21, 2017 | Jim Nail, Drew Green

    With advertisers struggling against ad blocking, cord cutting, and fragmented audiences, the ad industry seems doomed. But while these trends are factual and challenging, they are not necessarily...

  • Report OTT Ushers In A New Era For TV

    Marketers Must Prepare Now For The Inflection In TV Viewing Behavior
    April 8, 2016 | Jim Nail

    Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows...

  • Report Making Sense Of New Video Consumption Behavior

    The Proliferation Of New Digital Video Sources, Formats, And Devices Demands New Planning Recipes
    January 22, 2015 | Jim Nail

    Consumers' video viewing habits are changing as new sources of TV content they love, available on new devices, allow them to watch their favorite shows more conveniently. Consumers are also...

  • Report Time-Shifted TV Opens The Doors To Dynamic Ad Insertion And Addressability

    Boost Targeting Options For TV With Dynamic Ad Insertions
    May 21, 2014 | Jim Nail

    The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute...

  • Report Extract Business Value From Your Mix Model

    Case Study: USAA Leverages A New Model And Processes To Drive Marketing Decisions
    March 27, 2014 | Tina Moffett, Jim Nail

    USAA, a large financial services firm, has successfully leveraged marketing mix optimization to uncover the strategic drivers of the business. The insights helped USAA recalibrate marketing and...

  • Report Marketers: Don't Worry About Cord-Cutting

    Focus On The Audience Fragmentation Trend Rather Than Industry Turmoil
    February 5, 2014 | Jim Nail

    With the rise of over-the-top video services, there has been much speculation that consumers will cancel their cable or satellite subscriptions — or "cut the cord" — to watch all their programming...

  • Report How Online Video Will Challenge DVRs' Role

    Advertisers Must Now Prepare For A Multiplatform Video Ecosystem
    October 30, 2013 | Jim Nail

    Digital video recorders (DVRs) have become popular devices with consumers who want to control their television viewing, but today, online streaming services make it possible for viewers to get...

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