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Dave Morgan

Member since March 2008Contact Dave

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  • OTA Fastest-Growing Acronym In Premium Video Advertising -- NOT OTT by Dave Morgan (Media Insider on 01/17/2019)

    George, your assessment is on target. Today, the CPM's of the digital OTA nets is pretty low, but mostly because Nielsen ratings is a relatively new phenomina for them (passive people meters in the local sample) and because they don't have much in the way of dedicated sales organizations. However, their content is as good as most of what is watched on the mid-tail of cable, so their rates will go up, for sure once they drive more local ad sales.

  • OTA Fastest-Growing Acronym In Premium Video Advertising -- NOT OTT by Dave Morgan (Media Insider on 01/17/2019)

    Very good points Ed. One of the areas that the new OTA nets have exploited is library content. With all of the focus on original content development at Netflix, Hulu, Prime and top cable nets, this has given an opening for small nets to pick up and distribute library content. Heroes and Icons has Star Trek every night, and is driving significant viewership from it, certainly when compared to OTT networks and the pure digital video world (YouTube and Facebook).

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Ed, I meant to also respond to your core point about the problem with the isolation of the media function within marketing organizations. You are 100% on target there, and that may be the biggest contributor of the overly silo'd focus of media sales organizations, since they have been built out to mirror how the clients and agencies are organized. It is certainly a major factor in why the skill sets of folks working in such channel-centric roles and organizations are mypiic inn their understanding of the bigger marketing and media picture (and why they are vulnterable to losing their jobs right now).

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Ed, very good points. I will add:6. Read "How Brands Grow" by Bryon Sharp, and take a self-adminitrered test on comprehension. The idea that getting a maters degree in data analytics or an IAB certification is "below" long-time professinals in the TV ad business is exactly the kind of hubris that will lose hundreeds and thousands jobs. I can't say it any plainer.

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Love it Chris! Excellent, super practical suggestion.

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Excellent questions Dorothy. I emphasize "digital" because the digitization of media production, delivery, ad activation, measurement, optimization and attribution (even in non-addressable) media have contriburted a lot to the disruption in the media world today. Here are five top of mind specific suggestions for peoole working in the TV ad industry to be better prepared for industry consolidation pressures:1. Complete IAB digital cmedia sales ertification.2. Complete a Laredo Group course in Digital Media or Digital Sales Training.3. Complete a skillshare course in Ruby o Rails, Python, or R.4. Work toward a masters' degree in data analytics.5. Take/audit a digtial media or marketing masters level course at a local college (like John Durham's course at USF or Bob Desena's at NYU).

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Very good points Pam. I do believe that truly local TV companies and spot sellers could help delay some of what is coming, but the point I was trying to make it my columns is broad and all-inclusive. If someone is in a role that is entirley or primarily focused on selling/buying/marketing/measuring TV ads, their job is in jeapordy. Yes. Truly local companies can do some things that national ones can't, but don't forget that Google and Facebook (and Craig's List, Yahoo! and Aol before them) totally undermined the market positions of the local print ad companies (yellow pages, newspapers, shoppers, going out guides). They were big targets because they used great salespersonship to sell their ads at premium CPM's and didn't have deep data and analytics to back up their sales. That is similar to where local TV is today. I do fear that as automated, data-driven systems come into TV and premium digital video and OTT and OTA, folks supporting the local spot market will be hit at a signficant rate. Not because they don't add tons of value, but because they won't have enough legs on their stool. In my view, al local media companies and agencies need to restructure themselves as multi-channel local marketing services companies and use data and technology to buy/rep and repackage all different types of local media and promotion for sale to local, retional and natoinal marketers. There is no question that algorythms and automation can never do what smart, creative local talent can do, but smart, creative local talent without algorythms and automation will be bringing a knife to a gun fight.

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Pam, I absolutely agree that TV advertising is underinvested in and poorly understood by many in today's media world, and that digital myiopia is at least partially too blame (I also think that the TV industry has been pretty poor at promoting and justifying the value of their ad products in ways that modern marketers want to hear it). If fact, that is a major reason that people in the TV ad industry need to gain stronger digital skills and chops. They need to be able to speak in the digital media language, and they need to be able to take the message directly to marketers. TV people only speaking TV will not last long.

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Ed, I totally agree. Digital folks need to learn about how television works. Media would operate much smoother and more effectively if digial folks were less myopic. Unfortunately, not learning TV will probably not cuase most digital media folks to be much less employable. But, not knowing digital will have that impact on poeple workig in roles that have a significant dependence on TV advertising. Companies in that sector are shrinking their teams and maximzing employability will mean having more than just TV ad skills.

  • At Least 50% Of TV Ad Jobs Will Be Gone In 5 Years by Dave Morgan (Media Insider on 11/29/2018)

    James, I believe that the human touch will continue to be critical in the business, but it won't be enough on it's own. Digital and data skills will be required too.

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