Dave Morgan

Articles by Dave All articles by Dave

• Why TV Pharma Ads Are Proliferating in Media Insider on 07/24/2025
  

  Despite being under fire from the U.S. Secretary of HHS, pharma ads are here to stay.

• Is 'Obsolescence Before Maturity' AI's Fate? in Media Insider on 07/17/2025
  

  I'd say yes. For one, there's too much focus on buzz rather than business, with agentic projects launched to "keep up with the Joneses."

• Americans Have The Power To Ensure Ukraine Wins This War in Media Insider on 07/10/2025
  

  There's an enormous opportunity for U.S. investors to fund Ukraine defense tech, currently rewriting weaponry with startup-fueled innovations.

• We Must Win The Battles Of Ukraine And Israel in Media Insider on 07/03/2025
  

  What's happening in Ukraine and Israel is akin to the run-up battles to World War II.

• Putin's Terrorism Toward World's Food Supply in Media Insider on 06/26/2025
  

  Why would Putin bomb a packaging factory? Crippling Ukraine agriculture is the answer.

• Is The CMO/CEO Divide A 'Hunger Games' Problem? in Media Insider on 06/19/2025
  

  Do CEOs see themselves as answering to shareholders based in the Districts, and CMOs as living in a caricature-driven world like The Capitol?

• Let's Drop 'Trading' From Our Industry Lexicon in Media Insider on 06/12/2025
  

  Folks should stop trying to shoehorn financial market methodologies into advertising products and services.

• I Care About Ukraine Because I Care About America in Media Insider on 06/05/2025
  

  All of the values that America was built on are in play -- and under threat -- in Ukraine.

• CTV Ad Buying: How Can You Be Sure You're Getting What You Think You're Getting? in Media Insider on 05/29/2025
  

  Among the issues: Verification of ad delivery is a misnomer, and fraud is prevalent.

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV in Media Insider on 05/22/2025
  

  CTV ad spend now amounts to more than 31% of all ad spend on TV, a 3X gap between spend and viewing share.

Comments by Dave All comments by Dave

• Why TV Pharma Ads Are Proliferating by Dave Morgan (Media Insider on 07/24/2025)
  

  John, totally with you. The creatives are terrible. Almost entirely because of regulatory issues. But, incredibly, they work. More AI and a more flexible regulartory structure can only make it better.

• Let's Drop 'Trading' From Our Industry Lexicon by Dave Morgan (Media Insider on 06/12/2025)
  

  Ed, I agree with the challenges, but the real client are the shareholders and that is where the message needs to be taken. Fortunately, the developement and deployument of better attribution technologies and analytics will make it easier for Wall Street analysts to track how well (or not) companies are dong with their ad spend.

• I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)
  

  Thanks Ben. Totally agree. Therre is plenty of Russian money in western banks that can help Ukraine win the war and being the rebuilding process.

• I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)
  

  Thanks Joe!

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 05/22/2025)
  

  Brian, direct viewing data shows that the vast, vast majority of streaming viewing is on ad free or ad-light. The bar that Nielsen used is that there was vieweing on an ad supported tier, and looking at the data direclty you see very little ad-heavy streaming viewing. Nielsen's Gauge supports that .... you can look at the brands that doiinate viewing and apply their ad loads.

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 05/22/2025)
  

  Ed, When you look at second by second viewing data from tens of millions of smart TVs, you find that while households may watch some of ad-supporrted streaming services on a monthly basis, a large portion of them watch with ad avoidance in mind and see very, very few ads. While the theoritical reach of ad-supported streaming services is 28%, the effective reach that can be dlievered is much lower. Comscore, which also counts actual ad viewing pegs it as 14%. There is no data fram any direct source or panel out there that I have seen that shows it at 20%.

• Faux Attribution by Dave Morgan (Media Insider on 05/15/2025)
  

  Great point Bill. Calling it "performance" marketing reinforces a presumption that it performs!

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Very good points Ed. There are several sources of data that could be used to enhance attention numbers of ad viewership, both TVision Insights and Telly come to mind. Both have opt-in camera-based attention tied to ACR data that capture both number of viewers and attention to the screen.

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Spot on John. It will be critical not to let the pursuit of perfect get in the way of "good" ratings ... giving us something better than the status quo.

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Great point John, streaming and linear show "ratings" and ad calculations are not apples to apples today.we have the data and systems to count linear ads at the "commercial ratings" point, and to normalize streaming to the "average show ratings" used in linear. Do you think the industry is ready for that much truth?

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