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Dave Morgan

Member since March 2008Contact Dave

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  • Heeding ANA Call To Reform TV Buying by Dave Morgan (Media Insider on 05/28/2020)

    John, thnaks for the great comments. I do agree that it's fundamentally a question of expectations. However, I do think that TV sellers can push things much further on the forecasting (and guaranteeing) front. With massive directly measured TV/AVOD viewing data sets, it is now possible to operate with balanced "panels" in the tens of millions of viewers with lots of longitudinal data on each member (deindentified for privacy protection) spanning back years. While programs are not very predictable anymore, people and their viewing are very predictable, and massive data sets make it not only accurate enough to make business bets on, but can help support the scheduling/optimization of ads on an ongoing basis to insure thawt campaigns projections (and guarantees) are met. This can be done much deeper than just demo GRP's, but work well for reach and many of the business outcome targets that scare folks who use conventional TV planning and trafficking systems.Of course, what we need most basically, as you point out, is consistency across the various video platforms. I agree. Once you get to apples-to-apples, many might not like what they see.

  • Heeding ANA Call To Reform TV Buying by Dave Morgan (Media Insider on 05/28/2020)

    Howard, I believe (hope) that introducing a more accurate middle will center negotiations on something much more realistic than just wondering how much criziness is baked into either side.

  • Heeding ANA Call To Reform TV Buying by Dave Morgan (Media Insider on 05/28/2020)

    Ed, thanks for your good points, but I don't think that it is reasonable to assume that the TV networks will actually run their programming schedules much differentlly if they did their upfront at a different time These are massive, well financed companies and they no konger draw a straight line between upfront deals and programming financing. In fact, globak syndication now frequently plays a bigger role. As to having sloppy forecasts because of streaming viewing, we all know that the sloppiness is intended and the total amount of ADU's is now massive. However, since both buyer and seller are part of it, having big liabilities has just become part of the business, and it doesn't help anyone. Streaming viewing is quite predictable with predictive analytics, and linear viewing enormously so. Everyone could negotiate on better numbers if they wanted to.

  • Why Do So Many TV Sports Advertisers Lack A Plan B? by Dave Morgan (Media Insider on 05/14/2020)

    Great points Tim. I love your optimism - and share it - I do believe that we will see some leaders at some brands step up and fill the void left by their competition.

  • Why Do So Many TV Sports Advertisers Lack A Plan B? by Dave Morgan (Media Insider on 05/14/2020)

    Howard, thanks so much for the emperical framing. This is exactly the kind of situation that Bryon Sharp preaches ... I hope we see some brands act.

  • Why Do So Many TV Sports Advertisers Lack A Plan B? by Dave Morgan (Media Insider on 05/14/2020)

    Ed, great points. There is no question that all of the "integrations" (including the "wining and diing") make sports part of the brand strategy. My point is that too many brands have let themselvs be sucked into a situation that has no Plan B option and is super expeensive. I would argue that the value of sports to the brand is much, much stronger with the media client than it is with the consumer for most of these brands.

  • What If Our Families Bought Groceries Like Most Brands Buy TV Advertising? by Dave Morgan (Media Insider on 04/30/2020)

    Ed, great points about the lack of alignment issues between the corporate CMO's (food czars) and the individual brands (family members). It's a big part of the problem for sure.

  • What If Our Families Bought Groceries Like Most Brands Buy TV Advertising? by Dave Morgan (Media Insider on 04/30/2020)

    Thanks Neil! A silver lining of all of this is time spent with family, and much more time spent planning and preparing family meals ... ever an inspiration!

  • Does Divided Upfront Mean Scatter Becomes Center Of TV Ad Market? by Dave Morgan (Media Insider on 04/23/2020)

    Thanks Ed for giving us all such great perspective and context for how the seasons came to be and where the upfront needs to go. I am hopeful that a split upfront might be one of the consequences of the impacts of this terrible crisis we're in.

  • Does Divided Upfront Mean Scatter Becomes Center Of TV Ad Market? by Dave Morgan (Media Insider on 04/23/2020)

    Thanks for the wise perspective Neil. You make a very good case, similar to Campanelli, that a calendar year upfront might very well be the end result of this year's upfront dislocation. It would certainly be a good thing for TV networks too as they wouldn't have to artifically build their programming schedule around the old way of dong it.

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