Dave Morgan

Articles by Dave All articles by Dave

• We Need More Expensive Advertising in Media Insider on 07/18/2019
  

  "Better to reach the right person in the right context once, even if [it's] expensive," than to reach that person many times in wrong, though cheaper, places.

• You Were Right Walt Mossberg, The Cookie Did Not Improve Online Advertising in Media Insider on 06/27/2019
  

  Browser cookies are effectively going away as a tool for managing online advertising.

• Future Of Agency Business Is With Small And Mid-Sized Regionals in Media Insider on 06/20/2019
  

  With the rise of holding companies, what began as a collection of high-value, boutique consultancies became merchant banks.

• What WON'T Happen In Cannes Next Week? in Media Insider on 06/13/2019
  

  Contrary to the session promo headlines, the industry isn't likely to make any real progress in solving several big issues.

• This Will Be A Sellers' Upfront in Media Insider on 05/30/2019
  

  Why? Demand exceeds supply, and supply is fundamentally underpriced compared to alternatives.

• It's Time For Complete Transparency In Digital Ad Data Rebates in Media Insider on 05/23/2019
  

  Does it matter whether undisclosed fees are being paid to DSPs, SSPs or agencies where data is transacted? Of course it matters.

• Duration Weighting In Video Ad Measurement: Time Matters in Media Insider on 05/16/2019
  

  The TV industry abounds with research of how ads can and do work differently for different campaign objectives depending on their length.

• Software May Destroy Some Agencies -- But Won't Destroy Need For Them in Media Insider on 05/09/2019
  

  As the world of advertising and media becomes more automated and real-time, the need for agencies will only increase.

• Future Of Agency Business Is With Small And Mid-Sized Regionals in Media Insider on 04/25/2019
  

  With the rise of holding companies, what began as a collection of high-value, boutique consultancies became merchant banks.

• Why I Left The ARF in Media Insider on 04/18/2019
  

  I'm sharing my resignation notes to the ARF because I think many others in the industry probably have the same concerns and frustrations.

Comments by Dave All comments by Dave

• We Need More Expensive Advertising by Dave Morgan (Media Insider on 07/18/2019)
  

  Ed, no worries. The mistake was by MediaPost ... they originally mis-labelled the column with George's byline.I totally agree with you about the issues around trade-offs. Finding the right balance won't be easy. I just hope that we get start moving in the right direction because too much of the momentum in the market today is to keep giong in the wrong direction.

• You Were Right Walt Mossberg, The Cookie Did Not Improve Online Advertising by Dave Morgan (Media Insider on 06/27/2019)
  

  No impact. Simulmedia operates in linear TV ant OTT with no cookies.

• Future Of Agency Business Is With Small And Mid-Sized Regionals by Dave Morgan (Media Insider on 06/20/2019)
  

  Thanks. Nope. Was traveling a bunch this week and hopefully this is just as relevant a few months later :-)

• Future Of Agency Business Is With Small And Mid-Sized Regionals by Dave Morgan (Media Insider on 06/20/2019)
  

  Great point Mark about the incongruity of procurement officers within advertisers to help them (not)  to what is smart and logical. However, as you know, I don't mind tilting against a few windmills!

• Future Of Agency Business Is With Small And Mid-Sized Regionals by Dave Morgan (Media Insider on 06/20/2019)
  

  Ed, I totally agree. Marketers will need to change the way they are organized - and a number of them are as they are beginning to inhouse some of the media functions - to be able to better leverage smaller agencies. And, as you point out, it will require them to take more responsbility for the work.

• This Will Be A Sellers' Upfront by Dave Morgan (Media Insider on 05/30/2019)
  

  Long, Ed, I totally agree that massive over frequency, which is on the rise, could be the deathnell of growth over time for the TV ad industry. It needs to be fixed or it will chase away advertisers and viewers.

• It's Time For Complete Transparency In Digital Ad Data Rebates by Dave Morgan (Media Insider on 05/23/2019)
  

  Andrew, excellent work on the study. As you point out, undiscllosed payments can distort the value of third party data in the ad transaction. which is why it's not a surproise that we see study's that show that many times third party data adds no value to the ad campaign https://analytics-whisperer.com/2019/05/24/third-party-data-audiences-are-often-a-waste-of-money/

• Duration Weighting In Video Ad Measurement: Time Matters by Dave Morgan (Media Insider on 05/16/2019)
  

  Hear! Hear!

• Duration Weighting In Video Ad Measurement: Time Matters by Dave Morgan (Media Insider on 05/16/2019)
  

  Thanks Ed, and really great point about the ad message clutter .... that is such a big issue with the shorter ads.

• Future Of Agency Business Is With Small And Mid-Sized Regionals by Dave Morgan (Media Insider on 04/25/2019)
  

  Thanks George! I'm honored. Time, trends and talent are on our side.

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