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Dave Morgan

Member since March 2008 Contact Dave

Articles by Dave All articles by Dave

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain in Online Spin on 01/28/2016

    I've written a couple of times recently about my views on the rise of marketing technology and its implication for our industry. Lots of folks have been reacting to it, so I'm taking that as a message that I should continue to push forward on this meme. I believe that the rise of mar tech is going to have an enormous impact on the structure and operation of the digital advertising supply chain. Put simply, it will obliterate the supply chain as we know it today.

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech in Online Spin on 01/14/2016

    Late last month, I wrote that one of the headlines we're certain to see in the trades in 2016 will be that "Marketing Tech Will Eat Ad Tech." A lot of folks reached out to ask me why I thought this would happen, so I'll use this column to give you a few of my high-level thoughts on the issue.

  • 7 Headlines We're Likely To See In 2016 in Online Spin on 12/24/2015

    What will next year bring? I don't know, but I do have some good guesses on some of the headlines we'll see next. Here are my top seven:

  • My Q&As On Evolving Advertising Landscape in Online Spin on 12/10/2015

    I was part of a panel on the "Evolving Advertising Landscape" at UBS' 42nd Annual Global Media & Telecommunications conference in New York City. The moderator, UBS' Eric Sheridan, sent us some questions in advance of the session to prep. I thought that sharing some of those questions -- and my answers -- would be a great way to give you a sense of the issues we talked about. Here they are:

  • Silicon Valley Inspirations in Online Spin on 11/12/2015

    No matter how much time I spend in the Bay area, it never ceases to amaze me how special this place is. Companies, leaders and colleagues think and act differently here than they do anywhere else. And, as much as other parts of the globe try to copy and catch up to the Silicon Valley "way," folks out here keep pushing themselves further and faster. Here's s what I mean:

  • Digital Video Fraud, Viewability And The $50 Rolex in Online Spin on 10/30/2015

    It's now pretty clear that a lot of digital video ad deliveries over the past few years were of suspect quality. That's not news to anyone in this industry. Most analysts are estimating that at least one-third of digital video ads bought over the past two years were un-viewable, fraudulent or the product of robotic traffic. Many folks are asking how this could have happened. To me, who lives and works in New York City and who has been part of the digital ad industry since it was born in the early '90s, it all seems pretty straightforward. What happened in the digital video market isn't much different from the $50 Rolexes sold on Canal Street.

  • In Massively Fragmented TV World, Is Content Still King For Media Owners? in Online Spin on 10/15/2015

    Ask media owners what business they're in, and they'll say the content business -- that they are storytellers, and that their companies are well positioned for the future because "content is king" and there will always be demand for great content. My question for today: Even if the demand for premium video programming continues to grow (and I believe it will), is a content-centric strategy the best one for today's TV media owners?

  • Digital And Data's Relentless Transformation Of Media Industry Continues in Online Spin on 09/17/2015

    Digital and data are rolling over the legacy establishments of the media industry. Events this week reminded us once again of the relentless, never-ending transformation that the media industry is suffering - or gaining, depending on your perspective - at the hands of digital and data technology and approaches.

  • 3 Things TV Networks Must Do This Fall in Online Spin on 09/03/2015

    While many question how TV will fare in 2020, there is still no question that it is still the 800-pound gorilla in 2015. But for that to continue, TV companies will have to work harder to make their own luck, since audiences and advertiser dollars are not just going to come to them as in decades past. At the very least, here are three things that TV companies must do this fall:

  • Coming This Fall in Online Spin on 08/20/2015

    We're in the lazy days of August, when most in the media and advertising business are vacationing, or at least taking Fridays off, and everything slows down. It's hard not to let your mind drift to the future and wonder what might be in store for us this fall. Here are some five near-certainties that we should expect to greet us in the months ahead:

Comments by Dave All comments by Dave

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech by Dave Morgan (Online Spin on 01/14/2016)

    Thanks Demos and help yourself to quotes. I love your title.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain by Dave Morgan (Online Spin on 01/28/2016)

    Thanks Tom. You hit on the most critical point relative to the outcome theme: are marketers (and the rest of the ecosystem) truly ready for an outcome-based theme. It will require much more than just new technology, but organizational changes, new talent, new incentives and much more.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain by Dave Morgan (Online Spin on 01/28/2016)

    Ed, I agree. I am hopeful that the discreionary fuididty of media/marketing spend will be our friend here. As more of that spend can be tied to ROI we will see whole chunks of the digital supply chain fall away. How we win back the trust of users will be the hardest part. I believe that Doc Searls is right on target. Not all marketers have been great at both respecint and delighting customers when it comes to direct communications. That area will take time.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain by Dave Morgan (Online Spin on 01/28/2016)

    Doc, I'm in 100% agreement with you that it is customers who have been most royally under-served (screwed, actually) by the current ad tech ecosystem and that Drucker's definition of marketing both explicitly and implicitly includes the retention of customers, not just their initial creation. My hope is that a rebuilt ecosystem focused on serving the only two real pincipals in the selling and buying of goods and services - the seller and the ultimate customer - will get us much closer to a marketing and advertising world where the customer is delivered fewer, more relevant ads and are actually delighted with information and offers of goods and services that they are interested but were previsously unaware of. That said, I am not so naive to believe that marketers and technology built to serve them are likely to cause them to perfectly align their practices to their customers'. They haven't acted that way in much of their direct marketing practices when they untold numbers of uninterested recipients of phone calls, postal mail, email and banners, all in the hopes of the sales they will make on the sub 1% of responders. I do beleive that the future will be owned by the customers and that, as you have taught us, we will eventually have an economy built and controlled by customers' intentions. Marketing tech's collapsing the current ad tech supply chain won't be a silver bullet, but at least it will move us onto the next thing, which can only be better for customers. Thanks so much for your comment, insights and inspiration Doc.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain by Dave Morgan (Online Spin on 01/28/2016)

    Thanks Larry. Great article. Without question, a big focus of marketing technology will be the maximiation of "working" media investments.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain by Dave Morgan (Online Spin on 01/28/2016)

    Love it Al. Very fitting given today's news between 4A's and ANA.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain by Dave Morgan (Online Spin on 01/28/2016)

    Charlie, thanks so much for the great insights. I think that you are right on target. Adtech has matered the speed, which most of martech hasn't. I suspect that we'll see lots of adtech vendors morphing their products to try to fill the voids on the marketer side. They will need to bring in analytics of a type that most are not familiar and will probably oversell their speed. For sure, it will take a while for the evolution to happen and much of it won't be pretty.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain by Dave Morgan (Online Spin on 01/28/2016)

    Brilliant Rick! It will be interesting to see what artifacts survive :)

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech by Dave Morgan (Online Spin on 01/14/2016)

    Great points Seth. I totally agree about the advantages that enterprise tech folks like Oracle, IBM et al and strong first party data platforms like Google and Facebook have significant advantages over ad tech pure plays. Watching how marketers dance with one or both of the enterprise or 1st party players will be fun to watch.

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech by Dave Morgan (Online Spin on 01/14/2016)

    Thanks Alan. I think that buidling brands through emotion will be an even more important part of the marketing future. The more we are able to quantify the creation of customers over time, the more we (and all marketers) will realize the power of creating emotional connections. Those who are able to best blend that science with great art will be the kingmakers in this business.

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