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Dave Morgan

Member since March 2008 Contact Dave

Articles by Dave All articles by Dave

  • 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.

  • 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:

Comments by Dave All comments by Dave

  • Simulmedia Strikes Another Nielsen Deal, Licenses CPG Targeting Data by Joe Mandese (MediaDailyNews on 10/15/2014)

    Neil, as David points out, larger data sets with more granular viewing and purchase data that can be matched now makes this possible. In the end, it's taking it down to the impression level on the media side and the product level on the advertiser side. Historically, all were bundled. Going forward, they will be dis-aggregated, both in campaign delivery and measurement.

  • The Future of Media Is About Business Outcomes -- Not Media Outputs by Dave Morgan (Online Spin on 10/09/2014)

    Mark, I'm not sure at this point as to exactly which agencies are best at this, but I do know that we're seeing a lot of movement by the larger agency groups like Horizon, Carat, Group M, SMG, Zenith Optimedia and Havas to make this a key part of their strategies. I also think that some of the best work on the ground is being done by mid-size regional agencies and independents like Carmichael Lynch, Cripsin Porter, OLSON, Haworth and Media Storm. Also, digital shops, from bigger players like Digitas and 360i to smaller players like True North and Mediasmith have done some great work in this area.

  • The Future of Media Is About Business Outcomes -- Not Media Outputs by Dave Morgan (Online Spin on 10/09/2014)

    Ken, my belief is that we will see outcome based media measurements first on those channels that proveably drive them with scale, predictability and speed. Thus, channels like search, TV, radio, online display, digital video and FSI's for categories like retail, financial services, QSR and e-commerce will be measured and managed that way earliest. Subtle, soft metrics like "likes" and "tweets" will have to prove their way if they want to get significant budget allocations. Data collection and data science has reached a point that we can now determine whether those techniques truly drive short and mid-term sales effects. In the world of business outcomes, if it can't delivered measurable outcomes, it won't get measurable budget spend.

  • CHR Acquires Content Marketing Firm Studio One: 15th Deal Since Holding Company Launched In 2012 by Joe Mandese (MAD on 10/07/2014)

    Well done Andrew. You were the one and only and true pioneer of content marketing. Very well done!

  • Simulmedia, Nielsen Team To Measure Small Cable Nets by Wayne Friedman (MediaDailyNews on 09/23/2014)

    Fortunately, the past few years have brought the TV media marketplace access to a massive amount of directly measured TV viewing data. We'll probably never have pure census measurement, but we will have powerful - and highly accurate - hybridized measurements and projections of TV program and ad viewing - and resulting consumer actions - at levels we couldn't have even dreamed of before. It will take a lot of work to bring together the best of direct measurement data and highly curated panel data and anonymized consumer purchase data and we're committed to helping bring that future to the fore. While I can't speak for Neilsen, I do know that they have been quite public about their commitment to make that future happen as well.

  • TV Programmatic: The Best Of All Possible Worlds? by Mitch Oscar (Audience Buying Insider on 09/19/2014)

    Great piece Mitch. You've captured the history, opportunity and future of all of TV media' programmaticism better than anyone ever has!

  • 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.

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