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Dave Morgan

Member since March 2008 Contact Dave

Articles by Dave All articles by Dave

  • 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.

  • What Does All This Media Biz Consolidation Mean? in Online Spin on 07/17/2014

    Mega-mergers have been the talk of the media industry for the past year. It started with the biggest video programming distributors in the U.S., Comcast and Time Warner Cable, then AT&T and DirecTV, and we've had lots of additional dancing among folks like Charter, Dish, Sprint and T-Mobile. Two consistent rationales have been driving the deals. First, the perceived need to gain scale to support massive anticipated growth of on-demand video usage across multiple digital devices. Second, the perceived need for leverage to push back on content owners and their desire for higher pricing.

  • Ads On Cups & Cutlery Next Big Winners In Meeker's 'Time Spent' Analysis in Online Spin on 07/03/2014

    Many folks in the ad and financial industries are way too literal in how they apply Mary Meeker's "time spent" analysis. It's a useful tool to show the imbalance between time spent and ad spend between print media and online media, for example, but the blunt application of the model to claim that ad spend should mirror time spent -- which is what it is used for thousands of times a day -- is wrong, and misses the fact that different media and different devices can deliver quite different advertising experiences and impact.

  • It's Time To Drive Complexity Out of the Digital Media World in Online Spin on 05/22/2014

    I spent a good chunk of yesterday at LUMA Partners' 6th annual Digital Media Summit. LUMA is made up of investment bankers focused on digital media -- and its founder, Terry Kawaja, well-known for his LUMAscape market maps, always puts on a good show. As Kawaja was announcing the launch of the newest (the 11th) LUMAscape -- for content marketing -- it really struck me that our industry is only getting more complex. What the LUMAscape maps communicate, more than anything else, is how crowded and confusing the digital media ecosystem is. This needs to change.

  • Digital Ad Fraud, Ad-Supported Piracy, Non-Viewability: When Will Enough Be Enough? in Online Spin on 05/08/2014

    You can't read digital advertising news these days without running into stories about yet another problem with robotic traffic, ad fraud, non-viewable ads or ad-supported piracy. Unfortunately, it's no longer the trades that are running these stories.

  • Top Five Things That WON'T Happen This Upfront in Online Spin on 04/24/2014

    It's that time of year again: when we celebrate TV media. Weeknights are dotted with presentations, parties and dinners, star-studded with on-air talent, enriched with goody bags, gift cards and giveaways. All too often, rhetoric outstrips reality. Many pundits tell us what will finally happen at this years' upfront. I'll go the other way. Here are my top 5 list of things that WON'T happen:

  • Building Ad Platforms: Will Digital Ad Tech Absorb TV Ad Biz (Before TV Can Build Ad Tech to Absorb Digital)? in Online Spin on 03/27/2014

    AOL's Tim Armstrong told us yesterday that the media and advertising business is on the verge of its most significant transformation since the Internet came on the scene 20 years ago. In Armstrong's Ad:Tech San Francisco keynote, and in a subsequent interview with Mike Shields of The Wall Street Journal, he made it clear that the future of AOL is in platform-driven, cross-channel ad technology, to be built out on the company's newly announced ONE platform.

Comments by Dave All comments by Dave

  • Measurement Is The Medium by Dave Morgan (Online Spin on 09/11/2014)

    Paula, not only have we seen dramatic drops over the past several decades in the costs to consumers of every kind of consumer electronics, from TV's to microwaves to computers, but we've also seen similar decreases in costs in a wide range of consumer products and services, from long distance communication and news to imported foods and air travel to parcel post and fashion. In those cases, technology took costs out of production and distribution and consumer benefited from lower costs. I expect that will happen in the broader media world as well.

  • Measurement Is The Medium by Dave Morgan (Online Spin on 09/11/2014)

    Matthew, I believe that the data-enhanced media will deliver much more value to both media owners and advertisers such that the future of media will mean fewer, more relevant ads. Thus, the costs will be born by the industry and the consumers will get more value without having to pay for it ... yes, some call me a dreamer :-)

  • Measurement Is The Medium by Dave Morgan (Online Spin on 09/11/2014)

    I use the work expensive Paula because it takes a lot of technology and science to bring together so much disparate data, make sense of it and link it to ultimate consumer purchase. Over time, it will be cheap and plentiful, but not for a while.

  • Media Fragmentation Means Ad World's Future Based On Audience, Not Content by Dave Morgan (Online Spin on 08/28/2014)

    Tom, I hope that in the media world of the future, the person will truly be placed at the center, and delivering true relevance to them will be the most important driver of media placements. Of course, this will mean rejecting the direct response-driven sensibilities and algorithms that drive most data-driven placements online today, which only pay attention to the 0.1% who click and try to raise it to 0.2% while not registering (and spamming the other 99.8%) with terrible, irrelevant click-baiting creatives.

  • Media Fragmentation Means Ad World's Future Based On Audience, Not Content by Dave Morgan (Online Spin on 08/28/2014)

    Thanks Ari. You're right. Audience-based ads can and will result in some "odd" placements, but if they are effective in creating customers, are they truly "odd"? For example, when I was at TACODA, using eye-scanning research, we found that relevant, but "out of context" ad placements - car ad within general news to folks who recently looked at car content - drew more and longer views than car ads within car content.

  • Media Fragmentation Means Ad World's Future Based On Audience, Not Content by Dave Morgan (Online Spin on 08/28/2014)

    Agree Tom. Content and audience owners in TV are going to have to develop new capabilities in audience monetizaion to complement their content based selling to capture the full value of their businesses in the future.

  • Media Fragmentation Means Ad World's Future Based On Audience, Not Content by Dave Morgan (Online Spin on 08/28/2014)

    Great points Stephanie. I agree. Content/context buying in media won't go away, but I think that it will be more complimentary to audience buying in the future rather than primary. And yes; it will certainly keep things interesting.

  • The Gross Rating Point Begot The Audience Rating Point -- And The Father Is Digital by John Piccone (Audience Buying Insider on 08/01/2014)

    Agreed Evan. I'm hopeful that we'll get there before the Grand Unification Theory :-)

  • The Gross Rating Point Begot The Audience Rating Point -- And The Father Is Digital by John Piccone (Audience Buying Insider on 08/01/2014)

    Evan, I agree that frequency can be managed on TV, but disagree that it is a simple as buying large rated shows. First, because there aren't many 5+ rated shows to buy anymore. Today, according to Nielsen data, 65% of all TV viewing occurs on shows with ratings under 0.5. And second, as Erwin Ephron told us years ago, buying lots of smaller rated shows actually delivers a better ration of reach to frequency, since higher rated shows in prime have much higher percentages of heavy TV viewers and thus deliver lots of frequency against those same viewers.

  • It's All TV, Isn't It: A Rumination by Mitch Oscar (Audience Buying Insider on 07/25/2014)

    Great stuff Mitch. You're right on target about the need for clarity and broader understanding of the real and imaginary differences between TV and broadband video.

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