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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

  • Why Have TV Viewers Stopped Channel Surfing? in Media Insider on 11/16/2017

    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.

  • Marketers, You Want Innovation? Bring On The Engineers! in Media Insider on 11/09/2017

    As a group, the most creative thinkers and doers that I have worked with have been engineers. Yes, engineers. There's a reason that Silicon Valley has driven so much innovation in the Internet era and the people that have delivered the best solutions have been engineers. (And I write this as a digital entrepreneur who is proud of his liberal arts education.)

  • Will Mobile Become The Dog Wagging TV Advertising's Tail? in Media Insider on 10/19/2017

    There's no question that mobile advertising will someday -- perhaps in five to seven years -- overtake television in overall U.S. ad spend. However, I think that it's quite likely that mobile will become the dog wagging TV advertising's tail well before it becomes the largest platform for U.S. ad spend. Here is why:

  • Marketers, You Want Innovation? Bring On The Engineers! in Media Insider on 10/12/2017

    As a group, the most creative thinkers and doers that I have worked with have been engineers. Yes, engineers. There's a reason that Silicon Valley has driven so much innovation in the Internet era and the people that have delivered the best solutions have been engineers. (And I write this as a digital entrepreneur who is proud of his liberal arts education.)

  • Solving Advertising's Trust Problem in Media Insider on 09/28/2017

    When the choices of where to advertise were few -- local radio, local newspapers, local broadcast TV, magazines and Yellow Pages -- the issue of trust in your media partners was pretty straightforward: Did my ad run as promised? Was the copy OK? Did they charge me the right amount? Flash-forward to today. By far the hottest topic among Advertising Week attendees, panelists and pundits in New York City over the past few days has been advertising's big trust problem.

  • Who Will Own The 'Marketing Cloud' Of The Future?  in Media Insider on 09/21/2017

    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.

  • Will Mobile Become The Dog Wagging TV Advertising's Tail? in Media Insider on 08/31/2017

    There is no question that mobile advertising will someday -- perhaps in five to seven years -- overtake television in overall U.S. ad spend.

  • Whether Or Not Software 'Eats Agencies' Is Up To Agencies in Media Insider on 08/17/2017

    Venture capitalist and creator of the web browser as we know it Marc Andreessen famously wrote an opinion piece in The Wall Street Journal in 2011 titled "Why Software Is Eating the World." He argued that the disruption of business by the internet and software was only just beginning, and that all industries around the world would eventually find themselves hollowed out -- or "eaten" -- by digital-first, software-based competitors. Certainly, we've already seen Andreessen's thesis play out in different arenas. Who in the ad industry is likely to be served up next to ravenous software competitors?

  • Fixing TV's Demo Obsession in Media Insider on 08/10/2017

    In the 1970s and '80s, agencies would seek to fulfill client business and marketing goals on TV by grouping prospects into broad descriptions of desired gender and age, say "women 18-45" for a new laundry detergent, with which they could negotiate with any one of the three -- then four -- broadcast networks. Frankly, although data has become the new lingua franca, this process is still very common. This must change. Here's why:

  • 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.

Comments by Dave All comments by Dave

  • Why Have TV Viewers Stopped Channel Surfing? by Dave Morgan (Media Insider on 11/16/2017)

    Jack, on a weekly basis, the number of channels the average viewer watches has dropped closer to 2 than 1. I'll make sure that the white paper lays it all out in detail. Stay tuned!

  • Why Have TV Viewers Stopped Channel Surfing? by Dave Morgan (Media Insider on 11/16/2017)

    Ed, AMRLD now breaks out person level viewing data in addition to the household data, so its much easier to do the longitudanal analysis for dayparts, demos, etc. This is letting us all get a lot smarter in understanding how TV viewing is happening today, and how it's changing.

  • Why Have TV Viewers Stopped Channel Surfing? by Dave Morgan (Media Insider on 11/16/2017)

    Ed, Yes. I could have made it clearer. Also, they looked at the data in ways that are different than most TV viewing has been analyzed before, so the analysis isn't likely to line up the same way most TV viewing analysis has been done historically. The core data for this analysis was Nielsen's respondent data, the basis of the ratings. It includes both broadcast and cable networks. Fewer channels are consumed be each viewer in all time frames analyzed  - daily, weekly and monthly. The veiwing daypsrts analyzed were all day-parts, as well as time-shifted viewing. There is much less samping of viewing than we used to see. Folks seem to go more directly to what they want and stay there longer. We are creating a white paper on this with Forrester ... thanks so much for the suggestions. We'll work to address them in that paper.

  • Will Mobile Become The Dog Wagging TV Advertising's Tail? by Dave Morgan (Media Insider on 10/19/2017)

    John, I completely agree. Mobile "thoretically" has the best data, but only if they can enable marketers to do the analysis they need to truly exploit it. That hasn't happened yet.

  • Marketers, You Want Innovation? Bring On The Engineers! by Dave Morgan (Media Insider on 10/12/2017)

    Good piont Ed. However, with the entire foundation of marketing, media and advertising changing through digitizatoin and gloabalization, we also need ground up approaches that are derived indepdently from historical practices. For example,why is there still a separate "check-in" process for air flight? Only this month did Delta finally decide that if you use their app, you will immediately be issued a boarding pass 24 hours before your flight. No need to "check-in." All too often, industries hold onto legacy practices well past the time they should have been retired. Typically, the most successful innovations in technology-related fields, which ours certainly has become, have been ones that developed totally independently. Google didn't follow the lessons of Yellow Pages.That said, once they begin to mature, I totally agree with you that they need to understand and appreciate the norms and metrics and expectations of the industry that they are now part of. This week is a great example as Facebook goes to Washington DC and is scrutinized as a media company, not a tech supplier.

  • Solving Advertising's Trust Problem by Dave Morgan (Media Insider on 09/28/2017)

    I am in total agreement Ed. The industy needs to come together on this and it will certainly require more transparency and cooperation from all involved. The entire industry will win if they do. I truly hope they all care.

  • Solving Advertising's Trust Problem by Dave Morgan (Media Insider on 09/28/2017)

    Craig. Very good points. I don't disagree. However, my sense is that buy-side fixes are more likely to drive change. There is no question that digital publishers and digital marketers could implement White List solutions ... pre-clearing both ads that pubishers will accept and publishers that advertisers will accept running on. However, few are willing to implement ... publishers fearing loss of opportunistic revenue and advertisers fearing loss of opportunistic cheap buys. There is no question that it can be solved from the bottom up as well. What do you think the industry should do?

  • Who Will Own The 'Marketing Cloud' Of The Future? by Dave Morgan (Media Insider on 09/21/2017)

    It's an important ponit you make James. I do think that there is a good chance that we will see some sort of personal data mediating technology or service that lets people control data about them to a degree and become participants in the marketing decisioning systems. It has been tried many times without success, so far, but I di believe that we will see it eventually.

  • Who Will Own The 'Marketing Cloud' Of The Future? by Dave Morgan (Media Insider on 09/21/2017)

    Paula, I agree that we'd all like to be marketed at less and positively informed more. I am hopeful that as marketing becomes more precise and transparent that we will see its postive societal benefits get better and better. While much marketing and advertising that we get today can be annoying, I am heartened that it largely pays for our free press and the crucial Fourth Estate counter balance to governement in the US. Without ads, the US might be like so many countries around the world where the press have been largely controlled by governments in power and the business and policcal interests of a few.

  • What You Don't Hear Is What Gets You by Ted McConnell (Media Insider on 09/07/2017)

    Great, great piece Ted. Thanks so much for putting this message to pen.

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