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Dave Morgan

Member since March 2008Contact Dave

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  • My Wish List For The Alt Measurement Movement by Dave Morgan (Media Insider on 01/20/2022)

    Ed, the data and technology exists today to do this. It starts with hybridizing Nielsen's respondent data and massive data sets of direct viewing, which is now available on many tens of millions of viewers and what they watch on both linear and on-demand on a second-by-second basis, and then building a prediction model on what every screen and viewer will watch in the future at 300mm+ P2+ and append that to a demo/purchase model for each one. You use that prediiction to drive planning and activation and, to the extend that the stewardship systems permit, at the show and pod level. The CTV ad server is the easy part. Getting folks running the stewardship systems to input the data is harder ,which is why it is more of a business reengineering and social engineering problem, not a technical one.We do it an Simulmedia today, and while we only apply it to our own campaigns, we have given netwokrs the output many times to the extent that they have wanted to try to better optimize their own inventory, particulalry promos. But, as you would imagine, since neither the agencies nor the clients are jumpping up and down about the ad frequency problems, most networks/porgrammers see this as a problem where the juice doesn't justify the squeeze.

  • My Wish List For The Alt Measurement Movement by Dave Morgan (Media Insider on 01/20/2022)

    Ed, very true, but it doesn't have to be that way. Ad rotation on teh linear TV porgramming could be done much smarter, and still stay within with advertisers and programmers constraints.  It is not. Almost everything is blindly rotated as long as it meets deal terms, and that creates sub-otimal viewer experiences and poor frequency management for many advertisers. Progrrammers can and should do it better, and then charge premiums for the incremental reach they generate by using the same inventory and same ad schedules smarter.For sure, as you mention, the additoin of streaming/CTV into the mix makes it more complicated, but not to computuers. It's a very solvable porblem if folks want to solve it - maybe not perfrfectly, but appropriately.

  • My Wish List For The Alt Measurement Movement by Dave Morgan (Media Insider on 01/20/2022)

    Phil, for sure. We need to courageous marketers willing to push the envelope to make a difference. They will be rewarded with better results if they can push their reach.

  • My Wish List For The Alt Measurement Movement by Dave Morgan (Media Insider on 01/20/2022)

    Neil, I'm with you. I do believe that Nielsen is going to make a difference with Nielsen One and that it will help address some of the problems.

  • My Wish List For The Alt Measurement Movement by Dave Morgan (Media Insider on 01/20/2022)

    Ed, yes. We are largely in agreement here. To be clear, I don't blame TV programmers for the fact that some veiwers watch more than others. I blame them for not better managing their ad schedulng to improve the frequency of ads they see. They watch programming predictabilty differently than light viewers and their ad experience can be made demonstrably better with some work.

  • Salute To Steve Simon And The WTA by Dave Morgan (Media Insider on 12/23/2021)

    Thanks Ed. I too was lucky to get to know Steve a bit when he was tournament director at Indian Wells and feel the same way, he is a really good and special human, through and through.

  • Salute To Steve Simon And The WTA by Dave Morgan (Media Insider on 12/23/2021)

    Tony, thanks for your comments. It means a lot given your unique position to opine here. I totally agree that Steve Simon should be the MediaPost Marketer of the Year. So many times, brands talk about upholding values and barely have a veneer of authenticity. Not here, and not with Steve and the WTA. His and their position are ones they live every day as athletes, leaders and global role models. Dave

  • Reflecting On 2022 by Dave Morgan (Media Insider on 12/16/2021)

    Ed, for sure, it seems that the monopolistic parallels with newspaper companies and TV companies in the middle of the last century are very relevant here.

  • Reflecting On 2022 by Dave Morgan (Media Insider on 12/16/2021)

    Thanks Paul. Yes. I do think that we're going to see both significant awakening to the control and new approaches to deal with it.

  • Video Ad Buying Should Be Customer-First, Not Channel-First by Dave Morgan (Media Insider on 12/09/2021)

    Great question Ed. For now, the tactic of TV buying in the upfront is the tail wagging the dog for hundreds of advertisers. Once/if they adopt true target customer centric buying they will find buying closer in time at higher rates but more effective rates across all video will be a better strategy.

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