Dave Morgan

Articles by Dave All articles by Dave

• Local TV Broadcasters Need To Take Bigger Role In National Ad Game in Media Insider on 05/21/2026
  

  It has always amazed me that local TV companies didn't proactively work with national cable TV programmers to stitch their audiences together.

• Kicking Off The Upfronts Discussing Shifting Role Of TV Advertising in Media Insider on 05/14/2026
  

  Thoughts on the future of TV as an outcome-driving channel: Mid-funnel is back. Live sports are essential, but unsustainable.

• AI Should Be Solving Our Customers' Problems -- Not Ours in Media Insider on 05/07/2026
  

  So many business practices are not focused on customer results. As Intuit founder Scott Cook said "Fall in love with your customers' problems, not your products."

• OF COURSE The Future Of AI Will Be Ad-Supported in Media Insider on 04/30/2026
  

  For one, advertising can pay a lot of bills. AI technology requires massive investments in processing.

• Activation Is Now THE Critical Value Fulcrum In Premium Video Ads in Media Insider on 04/23/2026
  

  Controlling exactly what inventory slot goes to what advertiser for what desired audience or outcome is where market power is moving today.

• Predictable Irrationality In TV And Streaming Ad-Buying in Media Insider on 04/16/2026
  

  Not cool: spending the majority of a TV budget on streaming, certain that no one who matters anymore is watching linear TV.

• Finding Future AI Stars in Media Insider on 04/09/2026
  

  We will need to look to many fields to find the foundational training that will give our future AI talent the tools for success.

• Will CTV Homescreens Go The Way Of Web Portals? in Media Insider on 04/02/2026
  

  Search freed users from homepage bloat, got them directly to the pages they wanted -- and the portals died.

• We Need A 'Frequency Currency' For Premium Video in Media Insider on 03/27/2026
  

  The industry needs to fess up and stop making faux promises of frequency capping.

• Legacy Ad Industry: Consolidation, Or 'Spiders In A Jar'? in Media Insider on 03/19/2026
  

  Today the ad industry as we know it has entered its "spiders in a jar" phase, when, like spiders, they kill each other until there is only one left.

Comments by Dave All comments by Dave

• Local TV Broadcasters Need To Take Bigger Role In National Ad Game by Dave Morgan (Media Insider on 05/21/2026)
  

  Dan, I agree that it doesn't have to do with ratings, though if there were holistic numbers available over the years, we certainly would have seen more integrated buying and selling. And, for sure, local cable has for decades been able to sell "local access" to national porgrammaring.

• Local TV Broadcasters Need To Take Bigger Role In National Ad Game by Dave Morgan (Media Insider on 05/21/2026)
  

  Jack, thanks for sharing. Super smart. I didn't realize that WB did that.

• Activation Is Now THE Critical Value Fulcrum In Premium Video Ads by Dave Morgan (Media Insider on 04/23/2026)
  

  Folks, apologies for the error relative to TVision acquisition ... meant to write Viant, not Zeta. Sorry about that.

• Activation Is Now THE Critical Value Fulcrum In Premium Video Ads by Dave Morgan (Media Insider on 04/23/2026)
  

  Ed, I am with you that "premium" is in the eye of the beholder, but I used it here because so many do classify "premium" as something different than any video on TV, such as social video from YouTube, for example.Yes. Performance has been around all media forever ... DR was always here. However, we will increasingly in see top inventory positioned used for it and not in the "prememtable" ways of old.

• Predictable Irrationality In TV And Streaming Ad-Buying by Dave Morgan (Media Insider on 04/16/2026)
  

  Spot on Phil. What you did at GM changed the market. Unfortunately, almost everyone has now regressed.

• Predictable Irrationality In TV And Streaming Ad-Buying by Dave Morgan (Media Insider on 04/16/2026)
  

  Jack, many media owners lose too. On a macro basis, linear TV companies lose spend that is irrationally shifted to streaming. TV companies also lose pricing on entertainment programming and over shift to live and sports, that doesn't need extra help since they're already emotionally popular. Having the artifically low pricing floor under entertainment and less popular dayparts pulls the overall yield down and imbalances the schedule and programming despite viewers desiring that programming and those viewing times.

• Predictable Irrationality In TV And Streaming Ad-Buying by Dave Morgan (Media Insider on 04/16/2026)
  

  Great point Dan. It's amazing how much media money is wasted (and has been for decades) on personal client biases with no real justification.

• Predictable Irrationality In TV And Streaming Ad-Buying by Dave Morgan (Media Insider on 04/16/2026)
  

  Spot on Ed. Yes. This is by no means new, though one would hope we would be doing better today given the technology now avaiable that makes data and facts visible much faster and the culture and practices of digital, where planning is directly connected to buying.

• We Need A 'Frequency Currency' For Premium Video by Dave Morgan (Media Insider on 03/27/2026)
  

  Great points Phil. Important validation that top brands have - and will - push their partners to achieve better; and, not let the pursuit of perfect get in their way.And yes; we'll keep pushing and make it happen for many.

• We Need A 'Frequency Currency' For Premium Video by Dave Morgan (Media Insider on 03/27/2026)
  

  Ed, thanks much. The historical perspective is very helfpul. Actually, I am not worried about chanigng the entire linear and straming TV indsutry. Many of today's players will be shunken, bankrupt or gone in a few years. I am hopiong to encourage the ones who want to survive, thrive and win to use true ad frequency control as a powerful and highly differntialiting benefit for the advertiers, publishers and viewers.

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