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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

  • Nielsen Sets A New Tone in Media Insider on 06/21/2018

    Two weeks ago I attended Nielsen's annual Consumer 360 conference in D.C. and it was unlike any industry conference I've ever attended. It opened with high-profile stars from the entertainment world talking candidly about a number of very "uncomfortable" issues weighing on the media and entertainment industries today, from MeToo and diversity and inclusion to alternative facts and attacks on the news media.

  • TV Advertising Has A Marketing Problem in Media Insider on 06/01/2018

    If you follow the trade publications in our industry today, you know that TV is dead in the U.S. Right? Actually, no. But TV advertising DOES have a marketing problem.

  • The Levy Solution: Spend 5% Of TV Budgets On Audience-Based Delivery in Media Insider on 05/24/2018

    The world of television advertising is undergoing dramatic change, and one of its top executives is taking a page out of history to help fix it.

  • Answers To Some Great Questions About Outcome-Based TV Ad Selling in Media Insider on 05/17/2018

    "How can anyone promise sales outcomes -- and then also work with your competitors?" That was one of several questions posed by Joe Marchese on big industry stages this week, first at the Fox upfront presentation and again at Luma Partners' Digital Media Summit.

  • TV Has An Attribution Problem in Media Insider on 05/10/2018

    The advertising industry is quickly approaching a future where household-level sales attribution becomes table stakes for all media campaigns and channels. This future sets up digital media companies well, but could be disastrous for TV companies. TV has an attribution problem, and the industry needs to fix it.

  • 5 Reasons Why This Upfront Will Be Good For TV Companies in Media Insider on 04/26/2018

    We're in the middle of upfront season, and once again there are all sorts of prognostications about how it might turn out. Here comes mine.

  • Direct-Brand Revolution Will Hit Media Industry Hard in Media Insider on 04/19/2018

    Are big media companies ready for another big wave of disruption? They'd better be. The direct-brand revolution is starting, and it might not be pretty for large incumbent players in the media industry.

  • Top 4 Drivers Of Advertising Industry Over Next 5 Years in Media Insider on 04/12/2018

    I spent an amazing morning today at Media Kitchen's annual Venture Capital Conference in New York City listening to leaders in media, investing and banking talk about "new TV": the merging of broadcast TV, social video and everything in between. In my remarks, I focused on what I thought would the key drivers of the advertising industry over the next five years. Here they are - and AI is not one of them:

  • Cambridge Analytica Mess Will Deepen Moats Around Walled Gardens Of Digital World in Media Insider on 03/29/2018

    I don't think I have a better-formed point of view on this issue than anyone else - but I do believe there are some pretty safe bets on what the most likely consequences will be. Here's what I think will happen:

  • To Make TV Advertising Better, Clients Must Talk Directly To Sellers in Media Insider on 03/22/2018

    TV advertising can be made much better: better for brands, for networks, for viewers. But this won't happen until TV advertisers speak directly to TV ad sellers. With a new array of advanced TV ad products, there is so much that they need to talk about - but unfortunately, the traditional TV media agency's aperture just isn't wide or robust enough to facilitate all the communications that need to happen today.

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