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Dave Morgan

Member since March 2008 Contact Dave

Articles by Dave All articles by Dave

  • Shifting Media Business From Outputs To Outcomes Will Break A Lot Of Eggs in Online Spin on 12/18/2014

    I've written before about why I believe the media industry's future with most brand advertisers will be all about delivering specific business outcomes (leads, sales, etc.), in a predictable, provable and scalable way, not just about delivering a promised basket of media outputs (impressions, GRPs, etc.). The more folks in the business I talk to about this issue, the more certain I am that it will happen.

  • What WON'T Happen In 2015? in Online Spin on 12/04/2014

    Now that we're past Thanksgiving and holiday parties are already upon us, it's time to think about 2015. While I don't mind making predictions -- it's fun, and I'm always trying to understand what might be coming next -- I thought I would be a bit contrarian today and write about what won't happen next year.

  • It's Time For Industry To Change The Way TV Is Measured in Online Spin on 11/20/2014

    It may seem a bit like piling on, but I think that it's finally time for the TV industry to change the way audience and ads are measured, bought and sold. Its measurement is broken and needs to be fixed. Just this past week, quite uncharacteristically, even Nielsen made a case for fixing things.

  • TV Ad Industry Terrible At Marketing in Online Spin on 11/06/2014

    If you bring up the topic of television among industry folks these days, you're very likely to hear that the TV ad biz is on its last legs, with audiences and ad effectiveness evaporating into the ether of digital video, YouTube, smartphones and Facebook. Many say it's only a matter of time until the multichannel TV package goes the way of the milkman. (For younger readers: Yes, there was once a time when you got your milk and butter delivered to your door early in the a.m. by local dairies.).

  • How Come So Many Marketers Have Mobile-First Strategies, But So Few Are Hispanic-First? in Online Spin on 10/23/2014

    Lots of folks talk about the importance of multicultural marketing in the U.S., but you don't hear many of them talk (or implement) Hispanic-first marketing or media strategies, despite the enormous growth and importance of Hispanics as the critical growth market for so many U.S. consumer brands. Ironically, almost every day, we hear many of these same brands declare themselves to be social-first or mobile-first. How come?

  • The Future of Media Is About Business Outcomes -- Not Media Outputs in Online Spin on 10/09/2014

    Our industry could spend its time trying to wrangle the collection and valuation of a massive number of different media output metrics -- like making sense of TV GRPs and print pages in the face of banner impressions, search queries, social likes and tweets. Or we can shift our energies from the media outputs, which are proxies, to their provable contributions to clients' business outcomes. In fact, we as an industry must focus on the business outcomes sought by marketers, whether it is the generation of leads, driving traffic to stores, or sales of products.

  • Measurement Is The Medium  in Online Spin on 09/11/2014

    In the 1960s, Marshall McLuhan famously coined the phrase "the medium is the message" to suggest that the medium in which a message or communication is delivered many times influences or overshadows the message itself. Thus, the fact that a politician's speech is broadcast on television has a bigger impact on how an audience receives it than the message of the speech itself. I think that if McLuhan were to look at the digitizing and transforming advertising media business today, he would say that the measurement is the medium.

  • Media Fragmentation Means Ad World's Future Based On Audience, Not Content  in Online Spin on 08/28/2014

    Content may be king, but the future of media buying in a digital world will be founded on audience, not content. Powered by audience fragmentation, the foundation of marketers' media strategies will have to be built first on finding, aggregating and communicating with specific people, not funding specific content.

  • My Two Cents On Advertiser Versus Agency Debate  in Online Spin on 08/14/2014

    I want to thank Nancy Hill of the 4A's and Bob Liodice of the ANA for examining the critical issues of talent, compensation and the media and advertising industry's slowness to change in back-to-back columns in The Wall Street Journal's "CMO Today" earlier this week. Each courageously went out on a limb, and our industry will be better for it.

  • Four Near Certainties In Media & Marketing In 2019 in Online Spin on 08/01/2014

    While most of what will happen in the future may be a surprise, I believe that there are a lot of things that will happen in the media and marketing industry in the near future that aren't that hard to predict -- certain things so likely to occur, they are almost inevitable. In fact, you could view them as near certainties.

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