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Dave Morgan

Member since March 2008Contact Dave

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  • Advertiser Leadership Critical For Cross-Channel Video Ad Measurement by Dave Morgan (Media Insider on 01/30/2020)

    Ed, I've been part of many events like the kind you describe. However, I do think that what is happening here is ilklely to come out differently ... the discussions were much less esoteric than they are sometimes in these kinds of events and were very practical and very pilot program focused. It also made a difffernce that the large digital platforms were involved and contributing. And, most importantly, the marketers were driving key parts of the conversation. I remain optimistic.

  • Video Games As Part Of TV Ad Ecosystem by Dave Morgan (Media Insider on 01/24/2020)

    Ed, it is super hard to get young males in concetration on TV, and I'm the one that's usually accsed of being the fanboy for TV. It costs $90-100+ eCPM for M 18-24 in a highly optimized, data-driven campaign across the top 100 national cable nets. And reach is at a massive premium. That is why so few networks wil guarantee anything close to that these days, even though advertisers will pay massive premiums for them. I don't agree that it is smily about adjusting the shows to blalane the M 18-49 for a yuonger scew. On AVOD, in premium, full episode player delivery, that target costs $130 CPM.

  • Video Games As Part Of TV Ad Ecosystem by Dave Morgan (Media Insider on 01/24/2020)

    Ed, you and I definitely disagree on this one. There are many advertiers that need to reach young mailes at scale and in concentration - pizza, fast food, energy drinks, auto, trucks, sporting goods, consumer electronics - and every one that I talk to bemoans the lack of available media channels to do it cost effectively. And certainly none with sight, sound and motion high impact ads. Yes. Some games have violent content, but then so do so many of the shows that advertisers are happy to support in cable programming and in AVOD movies and shows. Also, many, many games to not have that kind of violence - the sports themed titles for instance. I think that this will happen in a big way, and soon, and advertisers will be leading the way.

  • How Can 2020 Be Year Of AVOD When Ad-Free SVODs Are Practically Free? by Dave Morgan (Media Insider on 01/16/2020)

    Very good point Douglas. Thanks for adding it!

  • What Would Ad Industry Do If It Heard 22% Of Nielsen's TV Panel Were Bots? by Dave Morgan (Media Insider on 12/26/2019)

    Very good points Jack. However, in the case of the local TV ad breaks, it was self-evidently apparent and fixed, and there was a lot of scrutiny on it and the programmers were on top if it as soon as they learned of the problems. Not so with much of the OTT. It is not self-evident and the advertisers (and their agencies) aren't paying much attention.

  • What Would Ad Industry Do If It Heard 22% Of Nielsen's TV Panel Were Bots? by Dave Morgan (Media Insider on 12/26/2019)

    Ed, I try to be optimistic about these things, but OTT is now consuming serious chunks of core video budgets and we're not seeing the same scrutiny on those campaigns and placements that we are used to in linear TV. It is no different than what happened to print ad budgets when they shifted to digital banner buys. The money moved into digital, but not with the same kind of planning, buying and measurement discipline that had been part of it historically. Why? A big reason is that the agencies no longer have the research teams in place that they used to. And they don't have them anymore because their clients won't fund them anymore.

  • What Would Ad Industry Do If It Heard 22% Of Nielsen's TV Panel Were Bots? by Dave Morgan (Media Insider on 12/26/2019)

    Great point David. The ad industry has been accepting the delivery of a lot of ad experiences in OTT that would never be tolerated in linear TV, in spite of using linear TV ad budgets for those campaigns.

  • Rubicon, Telaria, Eyeview And The Maturing Of An Industry by Dave Morgan (Media Insider on 12/19/2019)

    Thanks Long!

  • It's Time To Integrate CTV Into TV Ad Ecosystem by Dave Morgan (Media Insider on 11/14/2019)

    Totally agree Gary. What's needed most to combat fraud is better education, particularly about what buyers need to ask and expect from sellers and platforms here.

  • It's Time To Integrate CTV Into TV Ad Ecosystem by Dave Morgan (Media Insider on 11/14/2019)

    Gary, point taken. However, given the CTV numbers reported by The Trade Desk, as well as the volume of YouTube in CTV, it's almost certain that programmatic is more than 10% of total CTV already. Even if it is that low, it would mean that CTV fraud is already well over a $100 million in the US on it's way to $200 million. If programmatic is more like 30% of the total market then the total fraud number is several multiples of that. I would hope that we're not so jaded in our industry that we think that it is okay to soend that much shareholder money that way. That is why I quoted it like I did. I don't think that it is okay.

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