Dave Morgan

Articles by Dave All articles by Dave

• Talking About TV: Most Talk YouTube -- Especially Younger Viewers in Media Insider on 03/23/2023
  

  Google's YouTube now captures 7.9% of all video viewing on U.S. televisions, more than any other streamer.

• The Future Will Be About Walled Gardens -- And That's OK in Media Insider on 03/16/2023
  

  Most times, a walled garden is essential to ensure a reliable, functioning ecosystem for users, and is where many companies focus their resources for differentiation.

• Rebuilding A Broken Brand Through Smart Marketing & Advertising in Media Insider on 03/09/2023
  

  Conference case history: How Cicis Pizza bounced back from debilitating losses, bankruptcy and store closings.

• Key Reflection On RampUp 2023: Data Quality Matters in Media Insider on 03/02/2023
  

  Great plumbing can sometimes add a luster of provenance to the data moving through it. But, as all in the data world well know, garbage in, garbage out.

• It's Time To Take Our Industry Back -- And Drive Growth in Media Insider on 02/23/2023
  

  A consistent message I've heard over the past few weeks at industry conferences: It's in our hands whether or not the advertising industry returns to growth.

• Seeking Solutions To Media Measurement Complexity At ANA Event in Media Insider on 02/16/2023
  

  Key complexity drivers include alternative currency testing disruption, and the growth of ad-supported streaming and CTV ads.

• Multicurrency Debate Takes Main Stage At The 'Nerdy Upfront To The Upfronts' in Media Insider on 02/09/2023
  

  A panel at NBCU Advertising's One23 conference voiced support for a future with multiple currencies for streaming and linear video ad ratings.

• Report From 4A's: What Does Sea Change In Streaming TV Mean For Agencies? in Media Insider on 02/02/2023
  

  More options for reaching target customers, more ways to measure those efforts, more tools available -- all this means more opportunities for agencies.

• Does DOJ + GOOG = GO + OG? in Media Insider on 01/26/2023
  

  Most expect that the desired outcome of this week's antitrust lawsuit against Google will be the separation of Google's ad-tech businesses.

• The Long-Term Silver Lining Of Tech Company Layoffs in Media Insider on 01/19/2023
  

  There's high potential for magic in the mixing of great tech talent wanting to work and make a difference, and tech-needy institutions needing high-quality help.

Comments by Dave All comments by Dave

• Painful Adjustments As Cash (Not Market Cap) Becomes King Again For Media Companies by Dave Morgan (Media Insider on 12/08/2022)
  

  John, you've hit the essence of the issue. Finanical logic and reactivity are driving programming distrbution, promotion and user experience, not long-term audience development and creativity in long-term business building.

• Will Amazon's AWS Destroy Ad Tech's Margins? by Dave Morgan (Media Insider on 12/01/2022)
  

  Stewart, we are in total agreement. I do think that fragmentation in adtech is a big part of the problem, that we need stronger standards and real enforcement, and that marketers have been on the losing end of adtech, and that commoditizing adtech in massive clloud services could be very good for marketers.

• Ad Frequency On Streaming TV Sucks. Let's Fix It by Dave Morgan (Media Insider on 11/10/2022)
  

  Great point Howard. I should have led with the platform interoperability issues. Your piont on anticipating where linear spots will be and leveraging AVOD/CTV to not only drive incremental reach but also manage frequency, whether that is supression or extension.

• Ad Frequency On Streaming TV Sucks. Let's Fix It by Dave Morgan (Media Insider on 11/10/2022)
  

  Totally agree James. As an industry we either get this right soon or we will really slow down the development of this media channel.

• Cross-Training For Cross-Platform TV by Dave Morgan (Media Insider on 10/13/2022)
  

  Excellent point Ed. This was a key issue of discussion yesterday at TV of Tomorrow in SF. I think that it will need to be the large TV companies, operarting together, since they have the most to gain - and lose - if this doesn't happen. They will need to make it easier for the agencies to operate cross-platfomr and simpler to explain to clients. If they don't, Google/YouTube and Amazon will domiante the CTV spend and take the brand dollars from them too over time.

• Cross-Training For Cross-Platform TV by Dave Morgan (Media Insider on 10/13/2022)
  

  Ed, you hit a very point. So many of both the sales and buying teams are orgainzed by tactic - brand versus performance, with linear folks being brand-focused and digital being focused on performance - rather than holistically cross-channel first, and then by tactic. Hopefully, that will change.

• Winning Without The Tailwinds by Dave Morgan (Media Insider on 09/29/2022)
  

  So, so true Jack!

• Don't Leave Any Demo Behind In Alt Measurement Movement by Dave Morgan (Media Insider on 08/18/2022)
  

  Ed, thanks for the comment. I totally agree that using token data sets with sample balancing will NOT solve the problem here. It is critical that any new TV & streaming ad measurement approaches have significant data captured on the viewing behaviors of large pools of underrepresented broadcast and non- broadband homes, with true independence and verifiability.

• Gartner Just Trashed Matthew Ball's 'The Metaverse': What's Up With That? by Dave Morgan (Media Insider on 08/11/2022)
  

  Thanks Adnrew. Makes sense, though it was apparently also posted underr Garnter brand on Amazon reviews under Gartner's name as well, which seems a bit aggressive, particulalry since everyone I hafe spoken to raves about the book.

• Gartner Just Trashed Matthew Ball's 'The Metaverse': What's Up With That? by Dave Morgan (Media Insider on 08/11/2022)
  

  Thanks Will. For sure, we will do well to take our learnings from the 90's and the development of the commercial Internet and apply them to Web3 and Metaverse technologies as they become integrated into business and society.

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