Dave Morgan

Articles by Dave All articles by Dave

• TV Tune-In Realities Hit Netflix In The Face in Media Insider on 07/09/2026
  

  Netflix needs to learn the lesson older TV companies always understood: how building repeatable behaviors among viewers could build long-term loyalty.

• Performance TV Electrified - Finally - By CTV in Media Insider on 07/02/2026
  

  With the digital/TV divide collapsed by CTV, digitally driven linear will be the next explosion in performance TV.

• Agentic Transactions, Relationship-Centered TV Ad Industry Not Mutually Exclusive in Media Insider on 06/25/2026
  

  Automated, agentic transactions actually give more importance to the human relationship parts of ad buying and selling.

• Fox Is Making Agentic Transactions Real In The TV Ad World in Media Insider on 06/18/2026
  

  Adding agentic capabilities to digital media DSPs and SSPs is hard, but taking them to the stodgy world of linear TV advertising is game-changing.

• Will CTV Homescreens Go The Way Of Web Portals? in Media Insider on 06/11/2026
  

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

• McDonald's Leads From The Front In Ukraine in Media Insider on 06/04/2026
  

  McDonald's is actually opening new stores in war zones of the largest and most horrific war that Europe has seen in 80 years.

• Magnifica Humanitas: I Suggest Reading It in Media Insider on 05/28/2026
  

  As AI begins fundamentally affecting almost everything we do, we need to stay informed. Pope Leo's document can help.

• 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."

Comments by Dave All comments by Dave

• TV Tune-In Realities Hit Netflix In The Face by Dave Morgan (Media Insider on 07/09/2026)
  

  Jack, I remember those article too. Maybe hype and reality were much further apart than we thought :-)

• TV Tune-In Realities Hit Netflix In The Face by Dave Morgan (Media Insider on 07/09/2026)
  

  Ed, I wouldn't be so quick to write off "appontment viewing" as a behavior. Yes. Much has changed, but we've had video casette recorders, DVRs and on-demand viewing in the majority of US households for more than 30 years, so the idea of watching something "now or never" hasn't really been a reality since the 1980s. So, dropping new episodes weekly and maintaining shooting schedule during the season has proven very successful for streamers Like Apple TV+ and HBO MAX. And, Netflix has even started to test the concept with a toe in the water with half-season drops. The point is, even in an on-demand world you can drive viewers to develop daily and weekly viewership habits if you are smart, disciplined and long-term focused. It would behoove Neflix to do that or in will soon face a race to the bottom on subscription costs. And, in that world, it will lose to Amazon Prime and Google/YouTube.

• TV Tune-In Realities Hit Netflix In The Face by Dave Morgan (Media Insider on 07/09/2026)
  

  100% Jack, and as you know well from your Turner days, it only starts with programming. If they can't also run a strategic, effective and efficient tune-in promotion and marketing program, they will never be able to predictably build, retain and grow the audiences they need on that programming.

• 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.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.