Search by name, company, title, location, etc.

Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

Comments by Dave All comments by Dave

  • 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.

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

    Dan, I agree that what is "premium" is in the eye of the beholder. As to whether Nielsen is the right one to solve the problem or not, I suggest them because they have the market position to accomplish it, and that is more important than having a history of being the most-cutting edge in technology.

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

    Howard, yes, linear and streaming TV advertising largely operate in separate silos. But, there are no technology barriers holding them from being better integrated. There are many ways to better plan, negotiate, activate, optimize and measure in more integrated ways. It doesn't have to mean full ad delivery integration. It can start with data-driven harmonization. Mine and other companies do that regularlay. There aren't technology or scalability issues; just ones of a lack of real desire to fix things and a willingness to work through the execution issues to make it happen.

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

    Ed, for sure, we need more research in this area. At the least, over-frequency is an enormous waste of money for advertisers whether or not it also overly annoys viewers. As far as accepting it because "it is built into the system," I reject that. Systems, servers and platforms in our industry are always in development and we can't just accept problematic parts of it because they are legacy components. We can fix the over-frequency problems. It is not a technology issues.

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

    Josh, spot on. for years, research has demonstrated the power of "recency" in ad viewing and its ability to impact brands' sales ... the high level of frequency models that many use on CTV are driven by digital banner experiences where each banner has little impact so you need to hit a person with a lot of them to be noticed. Showing five TV ads to a person in a single show is not nearly as effective as showing it once a day for five days, as you mention. Or, even better in most cases, showing those five over ten days or fourteen to maximize sales effect, particularly in high volume and high velocity purchases like packaged goods and e-commerce.

  • Legacy Ad Industry: Consolidation, Or 'Spiders In A Jar'? by Dave Morgan (Media Insider on 03/19/2026)

    Ed, there is no question that many legacy marketers still organize this way, but increasingly less so. If you look at the companies driving marketing/ad spend growth today, they are smaller advertisers and e-commerce companies. Collectively, these companies are now outspending large brand advertisers and will increasingly drive the structure of our industry giong forward. Thus, I don't believe that the boxes of old that neatly divided brand and direct response spend in separate categories, budgets and departments are the way that we should be organizing our future, or our analysis of the industry.

  • Legacy Ad Industry: Consolidation, Or 'Spiders In A Jar'? by Dave Morgan (Media Insider on 03/19/2026)

    Ed, my point is not that the majority of Meta ads don't have a performance oriented objective -- they do. My point is that it doesn't matter; they are all advertising. Brand ads are no more advertising than response ones are. Treating them separately is archaic in today's capacity to better measure results from all commercial communication and both short-term and long-term effects.

  • Legacy Ad Industry: Consolidation, Or 'Spiders In A Jar'? by Dave Morgan (Media Insider on 03/19/2026)

    Ed, while I certainly grew up in the era of Brand versus Direct Response as two direct world and never the two shall meet, that was an artificial separation driven by the capabilities (or limitations) in media and marketing channels of the past. Today, sophisticated maketers see their marketing and "Commerical communication" spend as fungible and certainly see search, for example, as advertising. And social media today looks more like postal mail of the past than any media we had in the 70's or 80s.

  • Legacy Ad Industry: Consolidation, Or 'Spiders In A Jar'? by Dave Morgan (Media Insider on 03/19/2026)

    Phil, I think that the walled gardens have done a pretty good job pulling the resources together ... automated, integrated systems. Lots of insights and reporting, and not just to their media but to the market and their competition. Heavy focus on outcomes. Deep integrations into enterprise systems and sales systems.

About Edit

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