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Dave Morgan

Member since March 2008Contact Dave

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  • The Modern Marketer's Take On Full-Funnel TV Advertising by Dave Morgan (Media Insider on 01/21/2021)

    Awesome point Anne. Thank you! You are totally correct. There will always be jobs and opportunities for great creative folks who can execute.

  • The Modern Marketer's Take On Full-Funnel TV Advertising by Dave Morgan (Media Insider on 01/21/2021)

    Yes John, follownig the logic does point to a future will be increasingly narrow, limited and crowded for sure for those marketers that are data driven, etc. and that kind of future seems like a certainty.

  • The Modern Marketer's Take On Full-Funnel TV Advertising by Dave Morgan (Media Insider on 01/21/2021)

    Ed, good points. For sure there no one size fits all, but Robert'spoints are they all marketers should be tracking the full funnel effects of their TV. Yes. Direct to consumer brands and retailers have the highest need, but anyone selling anything should care how their TV ads are doing to drive those sales, whether though partner sales channels or direct.

  • Video Advertising 2021-2024 by Dave Morgan (Media Insider on 01/14/2021)

    John, you hit on the most important issue in all of this, the confluence of the very channels in dirivng resutls. We know, for example, that TV ads running simultaneously have an enorous impact on conversions in search and social. At Simulmedia, we did a program last year for Harry & David's during Mother's Day, where they use EDO to measure the synergy effect on organiz and paid search during the campaign. It was enormous. For years, we ran a "clean room" with Facebook (TV & social spots anonymously matched at person/HH level) to measure the kicker effect between TV campaigns and social campaign conversions, and presented the results at at ARF. We saw kicker effects on social conversions of 6-7X.This is a really big area, and I'm looking forward to great work in this area over the next few years that could totally redefine the notion of full-funnel measurements and integrated advetising & marketing programs.

  • Video Advertising 2021-2024 by Dave Morgan (Media Insider on 01/14/2021)

    Ed, very good points. My thesis is that the TV companies are now in harvest mode, and have no realistic chance to beat the tech companies at streaming. Amazon Prime is massively subsidized by its e-commerce and data storage busineses, YouTube by Google Search, and Apple's TV+ by its hardware business. TV companies have decided that they care most about video content production, not ad monetiziatinon, as evidenced by the massive cutbacks and consolidation of their ad sales teams. Three years ago, they would never have outsourced their video ad sales to companies like Amazon and Google. Three years from now, they will be happy to. Those companies data, commerce and search businesses, particularly as video becomes more of a performance marketing channel, mean that they can cut really big checks for massive inventory reselling with long-term tails to the TV companies and everyone wins.

  • Video Advertising 2021-2024 by Dave Morgan (Media Insider on 01/14/2021)

    Ed, thanks so much for the comments. Lots of great stuff.Couple of points, my three brand rerferences were intended to be representative, not defnitive. Of course, there were cigarette manufacturers and so, so many more categories. As to concentratoin among brands and the relative portoin represented by the upfront, I don't believe that there is any reason to distingguish bewteen broadcast and cable networks. I used national TV ad spend because it aligns with national brand spend. How ever many hundreds of companies and their multiple brands each matters little when compared to Facebook and Google and their 5+ million US advertisers each.Yes. We agree that performance metrics are growing in the TV world ... my thesis is that the core, underexploted performance opportunity in TV will really explode over these next few years - driven largely by digital companies - and that we are likely to see teh large tech players come in and take over big portions of the TV ad inventory pools for both their own use and to resell to both brands and performance marketers. TV nets have resisted deals like that for decades, but times have changed.

  • Video Advertising 2021-2024 by Dave Morgan (Media Insider on 01/14/2021)

    So true Jack! Like the Hemingway line in The Sun Also Rises when the English boyfriend/trust fund baby says when asked how he went bankrupt, "Two ways. Gradually. Then suddenly."

  • We Need Nielsen's Help In CTV -- Now by Dave Morgan (Media Insider on 12/17/2020)

    Jack, it's certainly a conundrum. I'm not a big fan of regulation, but I bet if some government agencies got involved through prosecution - there is certainly criminal behavior here - it could mae a real difference. No advertiser or agency or programmatic platform wants to be called before a grand jury. Pretty tough to explain to their bosses or owners, let alone the legal bills they will incur in the process.

  • We Need Nielsen's Help In CTV -- Now by Dave Morgan (Media Insider on 12/17/2020)

    Thanks John, you hit a really important point right on the head. Advertisers have been so focused on driving down the cost of media and the cost of procuruing and managing it that their buyers can't give campaigns, vendors and systems the scrutiny and oversight that is needed. Fixing this will start with making advertisers care.

  • We Need Nielsen's Help In CTV -- Now by Dave Morgan (Media Insider on 12/17/2020)

    Thanks Gabe. I agree. We need MRC certified pre-bid verification, and also the need for buyers to really care about what they're getting. The vast majority of the top streaming sevices today (6 of top 7) carry no ads, and those apps represent 80+% of all streaming viewing. So, buyers needs to start with a real skepticism of quality and legitimacy when they make their CTV buys. Hopefully, we will see more of them care more than they do now.

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