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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

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  • Jackie Robinson Would Certainly Say That We Haven't Done Enough by Dave Morgan (Media Insider on 04/15/2021)

    Thanks Ken!

  • Know When To Fold 'Em by George Simpson (MediaDailyNews on 04/01/2021)

    George, I hope this is an April Fools. If it's not, then I hope that it's just a pause. We need your commentary now more than ever. You make a big difference.

  • AVOD Will Be Big, But Will Take Its Time Getting There by Dave Morgan (Media Insider on 03/25/2021)

    Really good points Jack. I very much agree that Nielsen must (and I hope that they haven't walked away from this yet) get data from other device companies and not just lean on Roku and devices where Gracenote code is embedded. With Roku now owning that code, it is not likelyl that there will be active attempts to distribute it standalone on other devices for industry mneasurement needs.

  • AVOD Will Be Big, But Will Take Its Time Getting There by Dave Morgan (Media Insider on 03/25/2021)

    Very good point Ed. For sure, of the streaming ivnentory that is being sold as or with linear inventory is skewing younger and giving them much more 18-49, if not 18-34, which will certainly get them some premium pricing on its own.

  • AVOD Will Be Big, But Will Take Its Time Getting There by Dave Morgan (Media Insider on 03/25/2021)

    Ed, I totally agree that the premium media owners will sell a good part of their ad-supported streaming inventory on TV metrics. However, many of them are finding that they can sell at hihger CPM's in private digital marketplaces where they can get paid on all impressions (P2+, essentially) and can get some targeting premiums as well. In most cases, getting P2+ CPM's around $30.The reporting and measurement issues though, are because there is no one stream (or set of ads) that is deliivered synchroniously and consistently to everyone, since the apps, devvices, operating systems, ad servers and exchange platforms are so fragmented. That is the part that is so messy. Right now, the media owners don't have the leverage to clean it up. More likely, it will be folks like Roku, Google and Amazon. They have much "platform power."

  • Roku/Nielsen: CTV Battleground Moves To Linear TV by Dave Morgan (Media Insider on 03/11/2021)

    I totally agree Tracey. This is a bbig boon for Nielsen One and means that no one else is likely to catch them in the viodeo ad measurement game in the US anytime soon. It also means that Nielsen One is certain to fully capture - and represent well - audiences and ads sold by Roku. If I were Disney, Amazon, YouTube and others, I'd now make sure that I'm sharing comparable data with Nielsen too.

  • Roku/Nielsen: CTV Battleground Moves To Linear TV by Dave Morgan (Media Insider on 03/11/2021)

    Good piont Brad. Hopefully, this will drive us toward a future that marries the precision and automation of CTV with linear TV'ssimple, big reach.

  • Google's FloC Will Get Ad Targeting Biz Back On Track by Dave Morgan (Media Insider on 01/28/2021)

    James, excellent points. I totally agree. I beleieve that the more traditional media companies need to be much more practive in the market delivering insights and research about their audience, the impact of their media delivery and the many privacy-friendly targeting capabilities that they have today. What ThinkBox does in the UK and ThinkTV in Canada are great examples. Second, traditional media companies and ad execs need to call out the many faux claims of digitgal companies and hold them much accountble on things like "last click" attribution, which takes a lot of money away from other media that deserve it. Unfortunatley, too many traditional media folks are afraid of looking and sounding like Luddites, so they choose to remain silent.

  • 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.

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