16 days ago

OTT Won’t Replace Traditional TV — The Two Will Get Married And Have Babies

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 […]

1 month, 21 days ago

The Pressure From Values-Driven Consumers Continues To Build

There’s a new urgency in the marketplace: to appeal to values-driven consumers.  When Forrester first started discussing the importance of corporate values many years ago, we were met with both support and skepticism. “Consumers only care about the cheapest products,” skeptics told us. “Companies only care about maximizing shareholder returns,” they said. But as recent events in the public […]

2 months, 12 days ago

Back To the Future: The Benefits Of TV Advertising

Marketers are having a Back to the Future moment: AdWeek, MarketWatch, MarketingProfs, and others have sung the praises of television. And in January, the CMO of Coca-Cola presented analytic proof that TV delivers stronger ROI than digital. With cable-cutters, cord-nevers, and Millennials’ preference for over-the-top (OTT) TV viewing, it’s easy to predict the demise of […]