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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

  • 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.

  • What Will a Direct-Brand Future Mean For TV Advertising? in Media Insider on 03/15/2018

    I am convinced that the emergence of direct-brand companies will have an enormous and positive impact on TV advertising. Why? Because when these companies needed to scale, TV had already become their media platform of choice - despite the fact that they were born and weaned on search and social advertising. Unfortunately, I'm not sure TV companies are quite ready for what direct-brand companies will expect of them.

  • TV Has An Attribution Problem in Media Insider on 02/22/2018

    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.

  • Why Have TV Viewers Stopped Channel Surfing? in Media Insider on 02/15/2018

    We all know the headlines about television these days: "Massive ratings declines." "Prime time down." "TV dying as viewers cut the cord." Do these really tell the whole story about the behaviors of U.S. TV viewers, and the health of TV as media? Not exactly.

  • TV Advertising Has A Marketing Problem in Media Insider on 01/25/2018

    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.

  • AI Won't Be Biggest Thing Since Sliced Bread -- But WILL Change TV Advertising in Media Insider on 01/18/2018

    To believe that we will all wake up in three years and find that our lives as advertising and media professionals will have been transformed by AI is ludicrous. The impacts of self-learning computers will take many years to really manifest themselves. That said, however, I do believe that the TV ad industry will actually see some not-insignificant effects from AI in the near term. Here are two examples that jump to mind:

  • Who Will Own The 'Marketing Cloud' Of The Future? in Media Insider on 12/28/2017

    Who will own the future of the trillion dollars or so spent on marketing every year? Many people believe this arena will be dominated by whoever controls the most and best consumer data, combined with the most and best opportunities to connect that data with massively scaled touchpoints These companies will have lots of consumer data and lots of chances to capture value from that data in the targeting, measurement and optimization of all forms of commercial communication, from email, digital banners, digital video and TV ads to e-commerce personalization, snail mail and telemarketing.

Comments by Dave All comments by Dave

  • Top 4 Drivers Of Advertising Industry Over Next 5 Years by Dave Morgan (Media Insider on 04/12/2018)

    I agress Jonathan. I think that the bundled product subscriptions for consumers is a great idea ... probably biggest challengs for folks like P&G is the resistance they will have from their existing retail partners. However, focusing on line extension launches may be a way to ameliorate that somewhat.

  • Top 4 Drivers Of Advertising Industry Over Next 5 Years by Dave Morgan (Media Insider on 04/12/2018)

    John, yes. I'm an enormous fan of Byron Sharp and believe that he is dead on. His book is a must-read in Simulmedia for everyone. However, with the commoditization of manufacturing, logistics and delivery, large CPG's are now incredibly vulnarable to attacks from niche competitors, many times selling the virtually same physical product -  Dollar Shave Club - at a better price or package. So, under Sharp, they are able to achieve "physical availability" at a fraction of the cost it took the incumbents to get there. With TV advertising, they are now able to "mental availablity," and thus sales. Isn't it incredible how fast brands like Priceline and Zillow a decade ago and Peloton and Wayfair today have created known consumer brands?

  • Top 4 Drivers Of Advertising Industry Over Next 5 Years by Dave Morgan (Media Insider on 04/12/2018)

    John, I suspect that we will see this handled with new, subsciptoin-based retail models like Amazon's Prime and Dollar Shave Club. The new logistics back-end in fulfillment is one of the topics called out in the IAB's presentation of the 21st Century Brand economyhttps://www.iab.com/wp-content/uploads/2018/04/The-Direct-Brand-Economy-Master-Deck-v17.pdf

  • Top 4 Drivers Of Advertising Industry Over Next 5 Years by Dave Morgan (Media Insider on 04/12/2018)

    Ed, you've hit all of the key issues here, as always. It will be driven by advertisers, not the large legacy media agen cies. Ihere iis a big question mark as to whether sellers are ready - and technically enabled - to have so many direct conversations with so many brands for so many campaigns. Software platforms will be key. Plus, as you've been suggesting, it will probably take a two-step upfront to have a chance to make this happen. Let's see what network steps up first to do it. I bet we will see it in 2019 :-)

  • Cambridge Analytica Mess Will Deepen Moats Around Walled Gardens Of Digital World by Dave Morgan (Media Insider on 03/29/2018)

    I agee Jack. This is going to cause a lot of companies to reasses what they value and how well they protect it, and hopefully be more considerate about their users.

  • To Make TV Advertising Better, Clients Must Talk Directly To Sellers by Dave Morgan (Media Insider on 03/22/2018)

    Very good point Ed, and one that I should have addressed. Since most of the TV sellers in place today have built their careers "managing" the TV agency sales channel, they may not be the best media owner execs to engage client peers. Very likely, they will need to leverage some of their digital sellers, many of whom probably know marketers better. Better yet, they probably need to recruit new talent to help in this area.

  • To Make TV Advertising Better, Clients Must Talk Directly To Sellers by Dave Morgan (Media Insider on 03/22/2018)

    Raymond, hope you had a great weekend sorry for my thumb-driven typo of your name. Hoping this week brings more clients and sellers talking directly to each other about how TV can work better and harder for them.

  • To Make TV Advertising Better, Clients Must Talk Directly To Sellers by Dave Morgan (Media Insider on 03/22/2018)

    Great points Randy. Without question, clients have to "make" the time to meet with new opportunities. It is impossible for any one conslultant or intermediary to connect them with everything and everyone that they need to know today to be successful in media.

  • To Make TV Advertising Better, Clients Must Talk Directly To Sellers by Dave Morgan (Media Insider on 03/22/2018)

    I agree Rocky. Many agencies have found themselves in a tough position, between clients and media owners and not well aligned with either.

  • To Make TV Advertising Better, Clients Must Talk Directly To Sellers by Dave Morgan (Media Insider on 03/22/2018)

    Darrin, Yes. Some clients want all media issues to be totally outsourced, and don't want to ever have to deal with sellers. Those advertisers are likely to find it difficult to leverage first party data for audience targeting or focus their TV campaigns on closed loop ROI reporting and specific business outcomes. Making their TV more digital-like, and more performant, will be difficult to achieve for media directors who don't want to get their hands dirty dealing with sellers and all of the data integration work required for advanced TV advertising.

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