Dave Morgan

Articles by Dave All articles by Dave

• Performance Is New Programmatic In TV Advertising in Media Insider on 07/13/2017
  

  TV ads are about to undergo a huge shift in how they are bought and sold. This change isn't just about the big announcements of late about audience-based TV ads -- the OpenAP consortia from Fox, Turner and Viacom, as well as NBCU's announcement that it would reserve $1 billion of its inventory this year for audience-based sales. Nope, something even more fundamental is happening in media, and it's going to have its biggest impact on TV. The future of TV will be about performance.

• If You Can't Run With The Big Dogs, You'd Better Stay On The Porch  in Media Insider on 06/29/2017
  

  "Amazon is buying Whole Foods." It's impossible to overestimate the impact those five words will have on the future of consumer marketing, media and advertising as we know it today. If marketers thought they knew disruption, they are about to experience exponential disruption.

• Why I'm Missing Cannes This Year in Media Insider on 06/21/2017
  

  It's not because I don't want to attend all of the parties or because I don't have any yacht invitations. My inbox has been full of them. It's not because I don't have the right clothes. I still have those awesome lightweight blue suede loafers that I bought in Cannes four or five years ago.

• Talking Advanced TV in Europe in Media Insider on 06/08/2017
  

  I'm writing this from Europe. I started the week at TV Rise 2017 in San Sebastian, Spain, where top addressable TV experts from companies like WPP's Group M, RTL, ProSieben, Ericsson, A&E Networks and Iponweb convened to share experiences. Today and tomorrow, I'm in Stockholm, speaking at egta's CEO Summit, where the commercial leaders of Europe's largest TV and radio companies are talking about how they are managing digital-born change. It's back to the future for me in a way. The last time I talked advanced TV advertising in Europe was in the late 1990s as CEO of Real Media, when I was evangelizing addressable TV.

• Time To 'Do More Digital' -- But Rationally, Not Blindly in Online Spin on 05/25/2017
  

  You read and hear it everywhere in the ad and marketing world: Do more digital. I've been in digital advertising since the early 1990s, so I'm happy that the market has finally gotten the religion. However, we're seeing a lot of unintended consequences from those calls for digital being followed too blindly, too literally. Problems with viewability, fraud and bots have been just a few of the unintended consequences of doing more digital without really understanding what might happen if budgets for "programmatic" were increased tenfold without understanding where the inventory could come from - particularly CPMs that seemed too cheap to believe (and were).

• Unpacking Omar Sheikh's $100B Call On Future Of Data-Targeted TV Ads in Online Spin on 05/11/2017
  

  Two weeks ago, Credit Suisse's Omar Sheikh, one of the top media analysts on Wall Street, made a BIG call on the future of TV advertising. He believes that the introduction of data-driven targeting into conventional linear TV advertising -- where spots are bought and sold on the basis of the specific people viewing them and the measured business outcomes -- will generate an incremental $100 billion in annual TV advertising sales in the U.S. by the year 2030.

• Performance Is New Programmatic In TV Advertising in Online Spin on 04/20/2017
  

  TV ads are about to undergo a huge shift in how they are bought and sold. This change isn't just about the big announcements of late about audience-based TV ads - the OpenAP consortia from Fox, Turner and Viacom, as well as NBCU's announcement that it would reserve $1 billion of its inventory this year for audience-based sales.Nope, something even more fundamental is happening in media, and it's going to have its biggest impact on TV. The future of TV will be about performance.

• If Content Remains King Of TV Advertising, Will Audience Or Performance Be Queen? in Online Spin on 04/13/2017
  

  The television ad industry knows that big change is afoot. Ratings are declining, audiences are fragmenting, digital competition is fierce, and agencies and advertisers are pushing back hard on their CPM increases. Fortunately, however, TV companies have recognized that the future of their ad business will look a lot like digital's, which is why many are working hard to develop digital-like, premium-priced, data-optimized ad products. It's the right move, yet it may not be enough.

• Who Will Control Future Of Marketing When It Becomes Digital And Data-Driven? in Online Spin on 03/23/2017
  

  Software has been transforming and disrupting advertising for decades, certainly ever since our industry's technology pioneers like media legend and longtime Group M leader Irwin Gotlieb began writing software to automate media planning and buying in the 1960s. However, for anyone who thought that advertising's path to a digitized and data-driven future would be a predictable and straight line, it has certainly not met those expectations, particularly in light of the industry's recent tumult around measurement, environment and control of ad tech.

• Why Are Marketers Losing Confidence In Their Ability To Do Their Jobs? in Online Spin on 02/23/2017
  

  MediaPost reported yesterday on the 2017 edition of the American Marketing Association's Marketers Confidence Index. Apparently, marketers today are losing confidence in their ability to meet key goals, like reaching the right customers with their marketing efforts, or being able to understand or evaluate the ROI of their marketing plans. That's in spite of the fact that they feel more confident overall.

Comments by Dave All comments by Dave

• Performance Is New Programmatic In TV Advertising by Dave Morgan (Media Insider on 07/13/2017)
  

  Ed, really great points. I think that you're spot on. Performance in measuring media - and TV particuarly - is by no means new. However, re-emphasizing it and making it a first order issue in evaluating linear TV advertising will lead CMO's to reasses the way that they think of TV and will ultimately bring more dollars into TV and more optimization into it as well, which will benefit not only buyers and sellers, but viewers as well, as they begin to receive less wasted frequency of irrelevant ads.

• Performance Is New Programmatic In TV Advertising by Dave Morgan (Media Insider on 07/13/2017)
  

  Jim, in my view, performance is in the eyes of the beholder. The performance objectives and KPI's will be set by the marketers. This means that each and every seller will have to be able to assess their ability to deliver the desired performance for a multitude of different potential business outcomes for a mutlitude of different categories and marketers. I think that we will continue to content based buying and seling as the foundation of TV advertising, but more and more people and outcome based performance will be driving the economics. These will not just happen in scatter, but will also be part of the upfront buys too, much as NBCU apparently did in this upfront.

• TV's Next Big Show Is Shaping Up To Be Media-Buying Workflow by Joe Mandese (TV Watch on 07/06/2017)
  

  Great piece Joe and so glad to see Mitch leading the charge here. As someone who spends most of my time focused on TV's "product" issue, it great to see someone as expert at Mtch driving a group to attack the "process" issues, which are certain to get exponentially more complex as the TV industry adopts more digital-like audience targeting and optimization.

• If You Can't Run With The Big Dogs, You'd Better Stay On The Porch by Dave Morgan (Media Insider on 06/29/2017)
  

  As a native of the mountains of western Pennsylvania, I have a lot of hope for what Amazon and its fast foloowers can do for rural America, particularly by bringing to it many of the goods and services and prices and convenience that were only available in large urban markets.

• Why I'm Missing Cannes This Year by Dave Morgan (Media Insider on 06/21/2017)
  

  Thanks Ed. I alwayrs try to put business first, even if our business puts a lot fo fun in front of us.

• Why I'm Missing Cannes This Year by Dave Morgan (Media Insider on 06/21/2017)
  

  Good point Long. However, I don't want to diminsh the efforts of my colleagues ... they may not have had my blue suede shoes, bu they were probably better pros in covering the events. As tongue and cheek as I could write the column, I mssed Cannes this year.

• Time To 'Do More Digital' -- But Rationally, Not Blindly by Dave Morgan (Online Spin on 05/25/2017)
  

  Good point Ron, though since so much is already bought that way, Hulu's adoption here gives them comparabilty to advertisers linear TV buys. I don't think that it means that they won't release other data as appropriate.

• Time To 'Do More Digital' -- But Rationally, Not Blindly by Dave Morgan (Online Spin on 05/25/2017)
  

  I totally agree Henry. This will have a big impact - in a good way - on living room video measurements.

• Unpacking Omar Sheikh's $100B Call On Future Of Data-Targeted TV Ads by Dave Morgan (Online Spin on 05/11/2017)
  

  Also to be considered is that it's not just about target audience indexing, but unique share of voice. To maximize performance of TV campaigns, you need to index every target audience member by their medcia behaviors rather than indexing shows by their audience composition. Otherwise, you end up buying lots of high inex shows and ending up with lots of frequency against the same people rather than target audience reach maximization, which is what you really need to maximize performance.

• Unpacking Omar Sheikh's $100B Call On Future Of Data-Targeted TV Ads by Dave Morgan (Online Spin on 05/11/2017)
  

  Ed, got it. The core thesis is that the total amount of GRP's accoss all of TV is still plenty and that convertising wasteful GRP's into predictable, highly-performant, much smaller TRP's allows media owners to chop up blocks of modestly priced GRP's into much higher priced TRP's. The prices for these TRP's will be much, much higher since not only will they deliver predictable ROI, but they will be accessible and of value to many, many more marketers, so the demand side of the overalll TV market will go up dramatically.

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