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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

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  • 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.

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

    Ed, excllent points. Thanks. I do think that going forward it is going to be much harder for the large holding ocmpanies like they used to. Wall Street no longer supports iit, seeing the acqusitoin of service companies as no longer able to drive profit growth. Thus, we are seeing them buy tech and data companies like Axciom and Epsilon, whchi Wall Street values at higher multiples than service organizatoins. So, small and mid-sized might stay indepedent much, much longer.

  • Dave Morgan Resigns From ARF Board, Cites Industry's Need For 'Bolder Action' by Joe Mandese (MediaDailyNews on 04/15/2019)

    Thanks John, and sorry for any mischaracterization. I'm totally with you. We need folks on the field now to help fix things, not just joining teams but only watching!

  • Wasted: Audience-Based Data Shows Half Of TV Campaign Impressions Are 'Excess' by Joe Mandese (MediaDailyNews on 04/11/2019)

    I'm glad that so many are commenting on this, and wondering what is new. The point of the research that we did with CBS wasn't just to show that many TV campaigns deliver way too much reach, but that to show that it was a solvable problem. Simply put, how you buy TV matters. It mattered in the 1980's when Erwin Ephron called wasted frequency the "crab grass" of ad spend, and it still matters today. Buying TV doesn't have to mean wasted frequency, but buying it blindly is likely to result in it.

  • Dave Morgan Resigns From ARF Board, Cites Industry's Need For 'Bolder Action' by Joe Mandese (MediaDailyNews on 04/15/2019)

    Thanks for your thoughtful comments Ed and John.Ed, I agree that it's not the ARF's fault. It just happens to be whether the organization ended up, which is a long way from its original charter. I am leaving the organization because I believe that someone needs to fix ad mesurement now, boldly, and I dont' believe that it can happen there.John, I have no intention on remaining on the sidelines. I am jumping in with both feet to support the ANA's new measurement initiatives and am working closely with the IAB on helping D2C brands harness omnni-channel mesurement, and I will continue to push folks to work with the MRC.

  • Debt And D2C: What We're Learning From Kraft Heinz by Dave Morgan (Media Insider on 03/14/2019)

    Jack, thanks for making the point i was trying to, and doing it in a much simpler way. Net. Net. There is too much debt because they paid too much. In a less competitive world - without direct seiing and online shopping - they could have probably driving more profit from price and channel stuffing. But, no more.

  • How D2C Brands Are Truly Different From Legacy Brands by Dave Morgan (Media Insider on 02/28/2019)

    Ed, I agree that the verbiage is important. I do think that the word choice "legacy" fits here, since brands like P&G's and Colgate's are incumbents and have business models and operational structures that reflect that incumbency. However, just like my positions on the TV industry, I don't believe that being a legacy company means that it's predestined that you will lose market position. In the case of newspaperss and magazines, having 50+% of their cost structures and most of their expertise tied to print production made it hard for the majority of them to transition to a digital media world. TV companieshave legacy issues -they operate through distrubutors, lack consumer relationships, and don't always own the IP that they mkae money on,, but the built-in scale that there "legacy" business gives them is also a real advantage to buidling their next businesses. Net. Net. Being legacy isn't always bad,particularly if you know you are legacy and have a strategy for the future as well as the past.

  • How D2C Brands Are Truly Different From Legacy Brands by Dave Morgan (Media Insider on 02/28/2019)

    Excellent point Henry ... the way D2C's manage delivery and returns in their supply chains is truly game-changing. Very hard for legacy brands to respond since they tend to be so channel/distributor centric.

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