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Dave Morgan

Member since March 2008Contact Dave

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  • Total TV Ad Spend Will Hit $130+B In 2030 by Dave Morgan (Media Insider on 07/22/2021)

    Ed, excellent points. I think that in a future column, I will try to break down likely packaging and ownership of the inventory. To be clear, I don't expect linear inventory to continue to be sold separately from streaming/CTV. Thus, as is done today in a nascent manner, owners of streaming and linear inventory will package it together in their upfronts. For sure, content type - news, sports, ett. - will continue to be big drivers of the packaging, and buying decisions. Also, I do expect that time of day viewed will matter, but certainly not as much as it is today. The notion of prime-time will probably be not very improtant. It is a vestige of most Americans working 9am - 3/4/5pm factory/office hours (I still remember growing up with the 3pm fire house whistle for the factories to announce the ending of the day shift.Most importantly, descriptions like distrbribution like linear, broadcast, cable, syndicatoin, satellite, dongle, app-based, etc will be anachronisms in 2030. What will matter most will be the content, audience, audience state of mind, purchase context, immersability of the content/enviornment, brand offers, etc.Critically, by 2030, linear v CTV won't matter anymore.

  • Who Wins When CTV Ad Spend Hits $100B In 2030? by Dave Morgan (Media Insider on 07/08/2021)

    Love it John!

  • Who Wins When CTV Ad Spend Hits $100B In 2030? by Dave Morgan (Media Insider on 07/08/2021)

    Great point Hugh. For sure, a lot of questions loom over who controls the data and whether consumer data protection truly becomes a brand/trust differentiator for viewers, as Apple is now marketing.

  • Who Wins When CTV Ad Spend Hits $100B In 2030? by Dave Morgan (Media Insider on 07/08/2021)

    Ed, I totallly agree that there is a big gap in almost all analysts in this space at the moment in looking at CTV separate and apart from linear TV. It makes sense that it has happened, since viturally all buyers buy and transact them separately, even if they negotiate them in packages, and CTV has been growing largely in the digital ad buying world and TV buying still lives on its own. However, I do believe that is changing and will be dramatically change - finally - over the next 3-5 years, and then it will only make sense to look at them together. Thus, it won't be able CTV at $100 billion in 2030, but probably "All TV" at $150 or so billion.

  • Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)

    Tracey, very good points.I am with Ed on the potential solution. It needs to come from CMO's of more digitally focused marketers and most likely out of the performance budgets. As you know, TV media buyers have a tough time buying addressable since it's more work than buying linear TV in GRP-based wholesale deals. They aren't being paid fees to match the extra work of addressable and can't make money buying addressable unless they can directly participate in an arbitrage on the inventory, which is how many make it work today, but clients don't always like that. For performance buys, they can look at cost per visitor or cost per acquisition it is all about ROI and they are more comfortable paying a higher "investment" (CPM) if the measured "return" justifies it. Not so with other TV media, where the focus is on costs not returns.

  • Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)

    So true Ed. Most of what is not good in the advertising world is there because too many advertisers optimize for cost not return.

  • Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)

    Great point Tracey. One of the biggest challenges to changing the way that TV advertsiing works today is that isn't genally never been so broken that it had to be fixed for media owners and large, multi-brand marketers. This way this upfront has payed out is a great example. Sure, all could benefit from greater targeting, optimization and yield management. But buillding the systems, estabilishing the processes and retraining/replacing most of the folks who buy, sell and manage the ads would be expensive, time consuming and complicated. Selling and buying in bulk on GRP's with sex/age demos is the easy button in media.

  • What If Video Games Were Measured Like TV Networks? by Dave Morgan (Media Insider on 06/10/2021)

    Dan, you've nailed the key issues. Making this happen rquires one or more third parties that can "platform-ize" gamer-friendly, high engagement ad formats that can conform and integrate with premium video ad demand scalably and efficiently. I do believe that the time is right for this to happen - the shift to free-to-play games creates incentives for publishers to find complimentary revenue models to the live services econoimies they are buidling. The audiences looses in linear TV and shortage of ad-suported streaming ad inventory creates incentives for advertisers and marketers to experiment if they can do it with formats that comply with TV and CTV measurement metrics.And, most importantly, everything has to revolve around the gamer first. Fortunately, gamers like getting free stuff, so finding rewarded formats that deliver not only game currencies by product incentives as well are probably key parts of the solution. Given the scale of the industry, those who can solve these issues well, soon, could find a lot of scale very fast.

  • What If Video Games Were Measured Like TV Networks? by Dave Morgan (Media Insider on 06/10/2021)

    Dan, I totally agree with your points about the need to find ad formats that take advantage of the super high engagement of gamers with games. I do think that moving from passive biolard and banner ads to full-screen, full involvement ads will be part of the solutoin. Of course, they need to be entirely opt-in, skippable and rewarded. Watch to earn advertising could be a big part of the solution.

  • What If Video Games Were Measured Like TV Networks? by Dave Morgan (Media Insider on 06/10/2021)

    Great point Ed on how the gamer engagement can translate into a stronger ad impact. On the young male skew of the example here, please note that I only analyzed one game - Smite - and it is dominated by males 18-34. However, as we see many more games follow Smite's lead here, we are going to see many with different core audiences ... games are not unlike TV networks that way. Each tends to have different appeals to different gamers.

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