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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

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  • When Will Amazon Give Us TVs For Free? by Dave Morgan (Media Insider on 09/30/2021)

    Ed, I love it! For sure, as more services can be delivered digitally and bundled, we will see more and more commodity products subsided or given for free as premiums for Hugh margin services. Dave

  • Will Nielsen Kerfuffle Kill The GRP? by Dave Morgan (Media Insider on 09/23/2021)

    Jerome, in my mind, the most important difference between GRP's and impressions is granulairty. The impression is a sub-atomic-unit of the GRP. Starting with impressions enables you to build plans with people first, not just programs, netwokrs and dayparts. Starting with GRP's, that are not divisible, means that you are stuck with lots of averages. Thus, most larger TV ac campaigns today deliver a massive disparity in frequency by audience member - typically, with the heaviest hit quintile getting 25-50x the frequency of the least hit. Srating and ending with impression metrics exposes this. Working on GRP's as the core model enables folks to look at the "4x" average frequency of a campaign like that and totally ignore the 25x disparity.

  • Will Nielsen Kerfuffle Kill The GRP? by Dave Morgan (Media Insider on 09/23/2021)

    Thank you Mark. As you know, i totally agree on the notion of the power of total points, reach, frequency and audience targets. But, as you point out, as marketers started caring less - and paying less - about how well those GRP's were shaped into actual campaign level reach and frequency, it become only about the GRP. I am fine with the GRP living. I just want to take its proper place as "a" metric, not the only one :-)

  • Will Nielsen Kerfuffle Kill The GRP? by Dave Morgan (Media Insider on 09/23/2021)

    Ed,Thanks so much for the thoughtful commentary. As you point out, sex/age demo metrics were never intended as targeting metrics, but they did become that de facto. I do agree that the devil is in the packaging of campaigns and believe that as networks open all spots to a more granular sale, we will see more dynamic pricing mechanisms that will be based on a brand basis that will yield better results for both advertisers and networks. Alas, that will work against the corporate entity pricing, but I am hopeful that we can get there some day.Dave

  • Focusing On What's Important by Dave Morgan (Media Insider on 09/09/2021)

    Thanks Larry!

  • Focusing On What's Important by Dave Morgan (Media Insider on 09/09/2021)

    Thanks Bruce!

  • How Do You Beat The 7-38-55 Rule When Working Remotely? by Dave Morgan (Media Insider on 08/26/2021)

    Thanks Douglas for the correction! I know I had read something along the way about its application to understadning emotion in comunication, but clearly had never dug in. Very much appreciated.

  • Media Measurement Market Fragmenting Just Like Media Consumption by Dave Morgan (Media Insider on 08/19/2021)

    Jack, for sure, any new offerings will need to be funded by the media owners/sellers, since they're the only ones will real budgets, and vision won't be enough. If it can't help them sell more ads for more money than they can with the status quo, it won't be funded.

  • Media Measurement Market Fragmenting Just Like Media Consumption by Dave Morgan (Media Insider on 08/19/2021)

    Fabulous comment Ed. You nailed it.

  • Media Measurement Market Fragmenting Just Like Media Consumption by Dave Morgan (Media Insider on 08/19/2021)

    So true Howard. This is not the time to solve last decade's problems. Doing the multi-channel digital media measurement right is giong to take a lot of work.

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