Dave Morgan

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• Nielsen Sets A New Tone in Media Insider on 06/21/2018
  

  Two weeks ago I attended Nielsen's annual Consumer 360 conference in D.C. and it was unlike any industry conference I've ever attended. It opened with high-profile stars from the entertainment world talking candidly about a number of very "uncomfortable" issues weighing on the media and entertainment industries today, from MeToo and diversity and inclusion to alternative facts and attacks on the news media.

• TV Advertising Has A Marketing Problem in Media Insider on 06/01/2018
  

  If you follow the trade publications in our industry today, you know that TV is dead in the U.S. Right? Actually, no. But TV advertising DOES have a marketing problem.

• The Levy Solution: Spend 5% Of TV Budgets On Audience-Based Delivery in Media Insider on 05/24/2018
  

  The world of television advertising is undergoing dramatic change, and one of its top executives is taking a page out of history to help fix it.

• Answers To Some Great Questions About Outcome-Based TV Ad Selling in Media Insider on 05/17/2018
  

  "How can anyone promise sales outcomes -- and then also work with your competitors?" That was one of several questions posed by Joe Marchese on big industry stages this week, first at the Fox upfront presentation and again at Luma Partners' Digital Media Summit.

• TV Has An Attribution Problem in Media Insider on 05/10/2018
  

  The advertising industry is quickly approaching a future where household-level sales attribution becomes table stakes for all media campaigns and channels. This future sets up digital media companies well, but could be disastrous for TV companies. TV has an attribution problem, and the industry needs to fix it.

• 5 Reasons Why This Upfront Will Be Good For TV Companies in Media Insider on 04/26/2018
  

  We're in the middle of upfront season, and once again there are all sorts of prognostications about how it might turn out. Here comes mine.

• Direct-Brand Revolution Will Hit Media Industry Hard in Media Insider on 04/19/2018
  

  Are big media companies ready for another big wave of disruption? They'd better be. The direct-brand revolution is starting, and it might not be pretty for large incumbent players in the media industry.

• Top 4 Drivers Of Advertising Industry Over Next 5 Years in Media Insider on 04/12/2018
  

  I spent an amazing morning today at Media Kitchen's annual Venture Capital Conference in New York City listening to leaders in media, investing and banking talk about "new TV": the merging of broadcast TV, social video and everything in between. In my remarks, I focused on what I thought would the key drivers of the advertising industry over the next five years. Here they are - and AI is not one of them:

• Cambridge Analytica Mess Will Deepen Moats Around Walled Gardens Of Digital World in Media Insider on 03/29/2018
  

  I don't think I have a better-formed point of view on this issue than anyone else - but I do believe there are some pretty safe bets on what the most likely consequences will be. Here's what I think will happen:

• To Make TV Advertising Better, Clients Must Talk Directly To Sellers in Media Insider on 03/22/2018
  

  TV advertising can be made much better: better for brands, for networks, for viewers. But this won't happen until TV advertisers speak directly to TV ad sellers. With a new array of advanced TV ad products, there is so much that they need to talk about - but unfortunately, the traditional TV media agency's aperture just isn't wide or robust enough to facilitate all the communications that need to happen today.

Comments by Dave All comments by Dave

• The Levy Solution: Spend 5% Of TV Budgets On Audience-Based Delivery by Dave Morgan (Media Insider on 05/24/2018)
  

  Thanks Steve. Great context!

• The Levy Solution: Spend 5% Of TV Budgets On Audience-Based Delivery by Dave Morgan (Media Insider on 05/24/2018)
  

  Great piont Ira. I suspect that we will see some movement in audience-based pricing, particulalry since it deliver the right people in "under-appreciated" spots, like weekend, daytime, etc. For sure, the Bates 5% Solution was very much driven by impression cost efficiency. Here, it will be more about driving better advertiser ROI.

• Answers To Some Great Questions About Outcome-Based TV Ad Selling by Dave Morgan (Media Insider on 05/17/2018)
  

  No question J. The business is no longer about just selling media ... you've got to solve clients's problems.

• TV Has An Attribution Problem by Dave Morgan (Media Insider on 05/10/2018)
  

  Good point Dale. What I was trying to convey was that television are very powerful in not only driving long-term branding objectives, but can be very impactful on short term sales. This doesn't have to mean immediate sales from a direct call to action - from the phone in the viewers' hands. It can also be measured to name/address matchable sales data at a retail story two weeks later.

• 5 Reasons Why This Upfront Will Be Good For TV Companies by Dave Morgan (Media Insider on 04/26/2018)
  

  Thanks Ed. Always makes me feel good to know that you and we are aligned :-)

• Top 4 Drivers Of Advertising Industry Over Next 5 Years by Dave Morgan (Media Insider on 04/12/2018)
  

  I agress Jonathan. I think that the bundled product subscriptions for consumers is a great idea ... probably biggest challengs for folks like P&G is the resistance they will have from their existing retail partners. However, focusing on line extension launches may be a way to ameliorate that somewhat.

• Top 4 Drivers Of Advertising Industry Over Next 5 Years by Dave Morgan (Media Insider on 04/12/2018)
  

  John, yes. I'm an enormous fan of Byron Sharp and believe that he is dead on. His book is a must-read in Simulmedia for everyone. However, with the commoditization of manufacturing, logistics and delivery, large CPG's are now incredibly vulnarable to attacks from niche competitors, many times selling the virtually same physical product -  Dollar Shave Club - at a better price or package. So, under Sharp, they are able to achieve "physical availability" at a fraction of the cost it took the incumbents to get there. With TV advertising, they are now able to "mental availablity," and thus sales. Isn't it incredible how fast brands like Priceline and Zillow a decade ago and Peloton and Wayfair today have created known consumer brands?

• Top 4 Drivers Of Advertising Industry Over Next 5 Years by Dave Morgan (Media Insider on 04/12/2018)
  

  John, I suspect that we will see this handled with new, subsciptoin-based retail models like Amazon's Prime and Dollar Shave Club. The new logistics back-end in fulfillment is one of the topics called out in the IAB's presentation of the 21st Century Brand economyhttps://www.iab.com/wp-content/uploads/2018/04/The-Direct-Brand-Economy-Master-Deck-v17.pdf

• Top 4 Drivers Of Advertising Industry Over Next 5 Years by Dave Morgan (Media Insider on 04/12/2018)
  

  Ed, you've hit all of the key issues here, as always. It will be driven by advertisers, not the large legacy media agen cies. Ihere iis a big question mark as to whether sellers are ready - and technically enabled - to have so many direct conversations with so many brands for so many campaigns. Software platforms will be key. Plus, as you've been suggesting, it will probably take a two-step upfront to have a chance to make this happen. Let's see what network steps up first to do it. I bet we will see it in 2019 :-)

• Cambridge Analytica Mess Will Deepen Moats Around Walled Gardens Of Digital World by Dave Morgan (Media Insider on 03/29/2018)
  

  I agee Jack. This is going to cause a lot of companies to reasses what they value and how well they protect it, and hopefully be more considerate about their users.

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