A cautionary tale... It can be tempting to store serialized objects in your DB. This can be very dangerous, both for debugging and for migrations. Your data is coupled to your application in subtle ways and you can get stale references if you store any relationships in the "blob". JSON or XML isn't so terrible, at least a human can read that -- using a true BLOB is a kiss of death. A database is a handy abstraction for storing data, I highly recommend that you use this abstraction (and all abstractions) for humans first and robots second.
Granted, this is an article about optimization and in that regard I'm sure it yields benefits. If you must squeeze every last drop of juice out of a MySQL server, then do this -- just know that it comes with a price.