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Dave Morgan

Member since March 2008 Contact Dave

Articles by Dave All articles by Dave

  • Electricity Poised To Be Biggest Ad Medium In 2016 in Online Spin on 07/23/2015

    Yes, it's true. Electricity is poised to be the biggest ad medium in 2016 -- more than TV, Internet, radio and digital place-based media combined. Amazingly, this trend seems to have come out of nowhere. Of course this is a ridiculous headline, and calling electricity an ad medium is a silly way to compare various media to each other.

  • Moving Past The Echo Chamber Of Our Own Jargon in Online Spin on 07/10/2015

    GRP. CPM. CPA. DSP. DMP. That is how we talk to each other. That is how we talk to our clients. That is a problem.

  • Why I Skipped Cannes in Online Spin on 06/25/2015

    I skipped Cannes this year. This isn't the first time I've done so, nor is it the first time that I've written about skipping Cannes. I'm not necessarily trying to sound triumphant, but I found a better place to for me to be this week. I was participating in Nielsen's Consumer 360 event in Washington D.C. instead.

  • Fraud, Viewability And Rebate Issues All Cut From The Same Cloth in Online Spin on 06/11/2015

    Anyone who doesn't believe that the digital advertising industry has real issues with fraud, viewability and rebate-like vendor payments either has their head in the sand or really doesn't want to know the truth. The purpose of today's column is not to convince you that these issues exist -- evidence isn't hard to find if you really want to look -- but to point out that the root cause of all three is the same, and is solvable.

  • 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.

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