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Dave Morgan

Member since March 2008 Contact Dave

Articles by Dave All articles by Dave

  • Digital Disruption? Just Getting Started, And Going Horizontal in Online Spin on 05/14/2015

    You think you've seen digital disruption? You haven't seen anything yet. It's just getting started. What's been vertical disruption is about to go horizontal in a big way.

  • Media Agencies Aren't Going Away -- But Being 'Agents' Might in Online Spin on 04/30/2015

    The business of media has changed so much over the past few years that the notion of media agencies being "agents" of advertisers may no longer apply. That's the message that Irwin Gotlieb, CEO of WPP's Group M, delivered to a room full of advertising executives at the ANA's Financial Management Conference in Phoenix this week.The context for Gotlieb's Phoenix ANA address was the current swirl of allegations of undisclosed agency rebates. He isn't alone in calling for a reevaluation of how clients and advertisers work together. I applaud the industrywide focus on transparency, and the recognition that the dialogue needs to get into foundational issues, not just the controversy at hand. In fact, I'm hoping that the industry uses this moment to look at an underlying macro issue that is at least partly to blame for many of the problems we're facing today.

  • Can Awareness and Attribution Live Together? in Online Spin on 04/16/2015

    For years, many folks in media have questioned whether brand advertising and ROI can live together well. Awareness, a key metric of brand advertising, has for many been seen as mutually exclusive from a metric like sales attribution, a key measurement long associated with direct response.

  • TV Networks May Face Musical-Chair Future in Online Spin on 03/19/2015

    People can stop wondering whether "real" television programming will escape the multichannel bundle and find its way to U.S. homes through online streaming services. You can't read the news these days without confronting yet another story about a new over-the-top streaming service with top branded TV content.

  • Data Will De-Commoditize TV Advertising  in Online Spin on 03/05/2015

    There is no question that data and digital approaches are going to reshape the future of the TV advertising industry. Just look at the headlines this past week. Nielsen, the TV measurement company, is buying eXelate, a digital ad data management platform. Comcast is rumored to be buying AudienceExpress, an automated TV ad-buying platform. So it sounds as if the TV ad business is on a slippery, data-driven, audience-based digital slope headed to an inglorious commoditized future like online display, with falling CPMs, where content-driven adjacency and brands have largely been kicked to the curb, doesn't it?

  • Media Usage Does Not Always Mean Ad-Reach Opportunity  in Online Spin on 02/19/2015

    Judged by their actions and words, it seems many industry folks believe that "media usage" is directly linked with a corresponding opportunity to reach those people with ads. On the contrary: The two things are not the same, and believing it won't make it so.

  • Four Ps Will Drive Future Of TV Advertising  in Online Spin on 01/15/2015

    There is not much of a question that more and more companies -- buyers, sellers and intermediaries alike -- are going to use a digital approach to TV advertising. Earlier today, NBCUniversal sales head Linda Yaccarino announced the launch of the company's own audience-targeting platform for linear TV campaigns, enabling NBC to package, sell and deliver audience-denominated campaigns based on third- and first-party data sets. For example, the company would leverage Fandango data to better target, deliver and measure movie campaigns (Comcast NBCUniversal owns Fandango).

  • 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.

Comments by Dave All comments by Dave

  • Digital Disruption? Just Getting Started, And Going Horizontal by Dave Morgan (Online Spin on 05/14/2015)

    Mike, the interview with John Battelle should be available soon. I will post the link in the comments here as soon as it's up.

  • Media Agencies Aren't Going Away -- But Being 'Agents' Might by Dave Morgan (Online Spin on 04/30/2015)

    Great points Arthur. I agree that accounting for the creative is where a lot of the ROI attention is going to need to be focused and also that transparency for transparency sake won't mean much. It's more important that the marketers and media agencies are clearer and more explicit with each other about their expectations.

  • Media Agencies Aren't Going Away -- But Being 'Agents' Might by Dave Morgan (Online Spin on 04/30/2015)

    Henry, sorry for mistyping your name ... I think that I must have just read a story about the royal prince and had his name in my mind ;-)

  • Media Agencies Aren't Going Away -- But Being 'Agents' Might by Dave Morgan (Online Spin on 04/30/2015)

    Harry, great stuff. I think that it's critical that the goals, strategies, tactics and measurements address both long and short-term results. Dave Poltrack at CBS has demonstrated that TV, for example, can deliver very powerful long-term sales effects. The key is to make the porjection and measurement of long-term results as prominent as short-term ones.

  • Media Agencies Aren't Going Away -- But Being 'Agents' Might by Dave Morgan (Online Spin on 04/30/2015)

    Cara, I agree. One of the biggest barriers to treating marketing as a profit center is a lack of clarity about what is measurable. I'm hopeful that we will see more work done on attribution - and causality-based approaches - that will help remove that barrier.

  • Can Awareness and Attribution Live Together? by Dave Morgan (Online Spin on 04/16/2015)

    Great point Keith. I totally agree. We haven't had the kind of observed, accountable metrics on the awareness side that we've had with attribution. They need to become more available, and more integrated, for it to become how business is done.

  • Can Awareness and Attribution Live Together? by Dave Morgan (Online Spin on 04/16/2015)

    Thanks Jake. I'm always interested in learning more about models that drive ROI.

  • TV Networks May Face Musical-Chair Future by Dave Morgan (Online Spin on 03/19/2015)

    Gian, I agree. Gurley's piece is the best I've read on the topic. However, given the events of the past few months, it's clear that the programmers are now willing to walk on the edge and test the cable, satellite and teleco folks, probably believing that they don't have much choice, since those companies are buidling their own independent streaming bundles anyway. For sure, it's a very fine and volatile line they walk.

  • TV Networks May Face Musical-Chair Future by Dave Morgan (Online Spin on 03/19/2015)

    Thanks Stephen, I think that the big issue with consumers will be how subsitutable some of the channels are for each other. Gian makes a good points about the importants of sports, but many fo the entertainment channels might be quite swappable in a smaller bundle. Plus, if you add a $9.99 Amazon Prime package, you might only need a few sports & news channels to be satisfied.

  • TV Networks May Face Musical-Chair Future by Dave Morgan (Online Spin on 03/19/2015)

    Ed, yes. There's no question that the TV companies have a lot of levers to pull, from ad rate changes to controlling programming costs to creating new services, to try to mitigate losses from shrinking audiences and carriage fees. However, not all are likely to be adept and successful if they're fighting big battles on multiple fronts at once. It will certainly be interesting to watch.

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