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Dave Morgan

Member since March 2008 Contact Dave

Articles by Dave All articles by Dave

  • 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.

  • Can Media Owners And Sellers Become Agencies, Before Agencies Become Media Owners And Sellers? in Online Spin on 03/03/2016

    The world of who buys and who sells media and marketing services is going to change dramatically over the next five years, and not just because of the growing roles digital companies like Google and Facebook play in the ecosystem. Companies that have historically bought media on behalf of marketers are realizing that to grow their businesses they now need to own core assets that would otherwise be described as media -- while companies that have historically owned and sold media are realizing that to grow their businesses, they now need to deliver full marketing services, not just media.

  • Future Of Digital Marketing Supply Chain: Serving Consumers & Marketers, NOT Intermediaries in Online Spin on 02/18/2016

    Many folks in our industry believe that the digital marketing supply chain needs to be rebuilt. It is convoluted. It is wasteful. For all of its sexy technology, it leaks money and data like a rusted-out, 100-year-old hulk.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain in Online Spin on 01/28/2016

    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.

  • Why Ad Tech Should Worry About The Rise Of Marketing Tech in Online Spin on 01/14/2016

    Late last month, I wrote that one of the headlines we're certain to see in the trades in 2016 will be that "Marketing Tech Will Eat Ad Tech." A lot of folks reached out to ask me why I thought this would happen, so I'll use this column to give you a few of my high-level thoughts on the issue.

  • 7 Headlines We're Likely To See In 2016 in Online Spin on 12/24/2015

    What will next year bring? I don't know, but I do have some good guesses on some of the headlines we'll see next. Here are my top seven:

Comments by Dave All comments by Dave

  • 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.

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

    Great points Tom. It's one of the reasons that investors in start-up web services like Fred Wilson of Union Square push back hard on their companies who want to spend money on external marketing early, preferring to know whether the product can succeed or fail on its own.

  • It's Time To Connect TV & Social Advertising At The Hip by Dave Morgan (Online Spin on 03/19/2016)

    Erinn, details of the research discussed at Re:Think haven't been released yet, but should be over the next month or two subject to client' permissions.

  • It's Time To Connect TV & Social Advertising At The Hip by Dave Morgan (Online Spin on 03/19/2016)

    Harry. I totally agree. I think that carpet bombing is exactly the last thing users want, or marketers should try. By using large, matched single source panels, we can analyze users' cross platform activities and determine how best to do stgory-telling or coordinated reach and freqency and move those learnings direclty into activation. On the adoption front, I believe that the time to do it is now. Many tens of millions of Americans are both watching TV and using Facebook on a daily basis. While they're actitivy might not be direclty related, they are heavy users of both platforms. That is olenty of scale for all major US consumer brands.

  • It's Time To Connect TV & Social Advertising At The Hip by Dave Morgan (Online Spin on 03/19/2016)

    Ed, very good points. I'm less concerned with the "social TV" behaviors than just the need to coordinate ad campaigns across social and TV viewing, treating social as if it was another content channel on TV, for example. An advertiser might buy spots this week on NCAA March Mandess, Judge Judy and Nat Geo, even though virtually no viewers may actually watch all three, to insure that it maximizes total target audience reach with minimal duplication. Marketers should be able to do that across TV and Facebook as well.

  • It's Time To Connect TV & Social Advertising At The Hip by Dave Morgan (Online Spin on 03/19/2016)

    JIm, I agree that Twitter and TV fit very well together. However, the reach and volume of users on Facebook make it the platform that can deliver the largest cross-screen reach and impact for marketers by far. But, by no means would that be mutually exclusive to Twitter being connected to TV as well. It will happen with both.

  • Can Media Owners And Sellers Become Agencies, Before Agencies Become Media Owners And Sellers? by Dave Morgan (Online Spin on 03/03/2016)

    Great point Ed. On the digital side, you do see a number of media owners also own and deploy creative teams and tools, particulalry when they are doing outcome and performance-focused campaigns.

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