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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

  • Keys To Transparency in Online Spin on 09/23/2016

    Everyone is pretty much past any notion that the ad industry doesn't have a transparency problem. We know it does. The issue has been around the U.S. biz in its latest forms for a number of years, and certainly got worse over the past five. And, thanks to the ANA, K2 and Ebiquity, the issue is now part of the discussion whenever and wherever industry folks get together. We will certainly hear a lot about it next week, when Advertising Week descends on New York City.

  • The Most Important Book I Read This Summer in Online Spin on 09/09/2016

    Like many of you, I suspect, I've been a bit bewildered by the amount of popular support for Donald Trump and his rhetoric. After reading Peter Drucker's "The End of Economic Man: The Origins of Totalitarianism," I have a much better understanding of Trump's rhetoric and the reception he's been given by portions of the American populace today.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain in Online Spin on 08/25/2016

    I've written a couple of times recently about my views on the rise of marketing technology and its implication for our industry. Lots of folks have been reacting to it, so I'm taking that as a message that I should continue to push forward on this meme. I believe that the rise of mar tech is going to have an enormous impact on the structure and operation of the digital advertising supply chain. Put simply, it will obliterate the supply chain as we know it today.

  • Will The 'Open' Set-Top Box Break The TV Ad Bundle? in Online Spin on 08/12/2016

    The "opening" up of the television set-top is getting a lot of attention these days. The Federal Communications Commission has called for pay TV providers to "open" up TV set-top box standards so that consumers can buy devices directly from third-party manufacturers, and President Obama added his very public support last week.

  • Will Blockchain Put Consumers In Charge Of Ad And Marketing Industry? in Online Spin on 06/17/2016

    Blockchain, the technology behind Bitcoin, is likely to have a significant impact on the world of advertising and marketing.

  • Why Don't Most Large Advertisers Treat Marketing As A Core Competency? in Online Spin on 05/19/2016

    As Peter Drucker taught us, marketing is the distinguishing, unique function of a business. But how come so many advertisers don't seem to make marketing a core competency?

  • Customers Are Not Commodities. Why Does Advertising Treat Them Like They Are? in Online Spin on 05/05/2016

    Technology is starting to transform marketing, starting with how enterprises talk to consumers. We have websites, ecommerce, email and mobile apps. It's so much easier for customers and marketers to proactively connect than ever before. Now that we have all of these digital touch-points and databases, marketers and their corporate information officers and finance officers are looking for models to organize and manage all of these marketing and advertising activities. And, quite naturally, they are looking for guidance to models that worked on other parts of their business. Not surprisingly, many have focused on what has worked for their supply chain and have tried to apply supply chain-oriented models to their "demand chain."

  • Will The 'Open' Set-Top Box Break The TV Ad Bundle? in Online Spin on 04/21/2016

    The "opening" up of the television set-top is getting a lot of attention these days. The Federal Communications Commission has called for pay TV providers to "open" up TV set-top box standards so that consumers can buy devices directly from third-party manufacturers, and President Obama added his very public support last week.

  • Branding With A Purpose in Online Spin on 04/07/2016

    Why do we so often find ourselves tiptoeing around, afraid of offending folks doing "branding" when we want to talk about measuring sales outcomes on a brand-advertising channel like TV? Because, as we well know, for many in the world of brand advertising, the idea of being held accountable for provable sales ROI is sacrilegious. To them, making brand advertising accountable for sales is to demean it as a direct-response technique.

  • It's Time To Connect TV & Social Advertising At The Hip in Online Spin on 03/19/2016

    Among the findings at ARF's annual conference, Re:Think: Advertising works. It may be taken for granted by most of us, but study after study showed that when advertising is measured at the ROI level, well-delivered and appropriately targeted advertising can be proven to drive brand and sales growth. Next: advertising campaigns that are delivered on more channels -- particularly when TV is one of the channels -- do better.

Comments by Dave All comments by Dave

  • The Most Important Book I Read This Summer by Dave Morgan (Online Spin on 09/09/2016)

    Thank you Chuck. Wonderful comment. Well said.

  • Programmatic TV Ad Buying Will Never Work by Ari Rosenberg (Online Publishing Insider on 09/08/2016)

    Very good post Ari! I agree that audience targeting is the first of the "programmatic" flavors that will impact TV, and my experience has certainly proved you correct in that TV media owners don't need to be in a hurry to shift into this world too fast - the current models isn't so broken that anyone needs to implement quick fixes. I do think that over time we will see some forms of automation and digital/TV cross-buy packaging coming in, but all will take time. Of course, in a $75 Billion business growing at 6% per year, that could amount to a non-trivial amount of spend even if it is small as a percentage of the total.

  • The Most Important Book I Read This Summer by Dave Morgan (Online Spin on 09/09/2016)

    Thanks Tom!

  • The Most Important Book I Read This Summer by Dave Morgan (Online Spin on 09/09/2016)

    Excellent point David. Thanks you. With my US election myopia I forgot to draw parallels to the extreme nationalism were seeing in Europe today.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain by Dave Morgan (Online Spin on 08/25/2016)

    RJ, Great points. I do think that there are advantges to closed systems for marketers, as long as their are enough of them to create real competitoin of price and benefits. The TV ad marketplace works, and the comapnies and systems are quite closed, because there are 6 or 7 strong TV media owners/sellers nationally, and 2 o3 three in most large markets locally. Whether we will see a robustly competitive oligopoly in digital is yet to be determined. At this point, Google and Facebook have separated themselves from the pack, though Snapchat's growth is promixing and both Apple and Amazon are quite likely to become wild cards. Dave

  • Will The 'Open' Set-Top Box Break The TV Ad Bundle? by Dave Morgan (Online Spin on 08/12/2016)

    Great points Ed. I agree. The content folks have to participate for the flexbile bundles to be successful. So far, they have been taking some early steps (selling programs to Amazon, Netflix, Hulu, etc.). it will be fun to watch this unfold.

  • Customers Are Not Commodities. Why Does Advertising Treat Them Like They Are? by Dave Morgan (Online Spin on 05/05/2016)

    Thanks Edward. Certainly, holding companies have not been models for IT investment in most any department :)

  • Will The 'Open' Set-Top Box Break The TV Ad Bundle? by Dave Morgan (Online Spin on 04/21/2016)

    Ethan, I think that you're right. It will fragment the audience data, but since so many players will be in the market, I suspect that we will see a lot of data in general available. It will benefit those who can unify the disparate data and activate it. It won't be easy or cheap.

  • Will The 'Open' Set-Top Box Break The TV Ad Bundle? by Dave Morgan (Online Spin on 04/21/2016)

    Ed, Neil, I totally agree. One of the consequences will be reductions in fees for smaller networks. For them, most likely, free will be the new fee. Many of them will become digital streaming networks I suspect and seek a la carte payments directly from subscribers.

  • Branding With A Purpose by Dave Morgan (Online Spin on 04/07/2016)

    Marcelo, I don't disagree at all with your points. Nor do I believe that they are inconsistent with a focus on holding all advertising including brand advertising accountable at the sales level. Repeat sales can be measured at the person and household level as can price and promotion elascticity and both can now be matched to virtually all ad impressions, from TV to digital to print. I'm not advocating for DR advertising. I'm advocating for full sales accountability of all advertising.

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