Dave Morgan

Articles by Dave All articles by Dave

• Why The Media Should Care About Crypto in Media Insider on 10/14/2021
  

  Media companies should watch the crypto space very carefully. I believe they will be watching their own future.

• When Will Amazon Give Us TVs For Free? in Media Insider on 09/30/2021
  

  You can make a lot of money in digital home products and services, but controlling the TV provides critical leverage to getting it.

• Will Nielsen Kerfuffle Kill The GRP? in Media Insider on 09/23/2021
  

  If we are lucky, the conflict between Nielsen, the VAB and MRC will kill the sex/age, demo-defined gross rating point as the primary planning, buying and measurement metric that drives virtually all U.S. television ad spend -- the real nemesis to modernizing the TV and video ad industry.

• Why Are CTV Ad Rates So High? in Media Insider on 09/15/2021
  

  It's a classic situation of lots of money chasing a relatively small amount of CTV ad inventory.

• Focusing On What's Important in Media Insider on 09/09/2021
  

  This is one of those times of year that seem to call for some extra reflection. So here goes:

• How Do You Beat The 7-38-55 Rule When Working Remotely? in Media Insider on 08/26/2021
  

  The 7-38-55 rule, developed decades ago by UCLA psychology professor Albert Mehrabian, attempts to quantify the importance of nonverbal communication.

• Media Measurement Market Fragmenting Just Like Media Consumption in Media Insider on 08/19/2021
  

  Nielsen's TV measurement is not going away, but many emerging measurement companies are still going to pick up a lot of new business.

• Why I Don't Love Slack Like I Used To in Media Insider on 08/12/2021
  

  I liked the Slack ad that aired during the Olympics the first 10 or 20 times I saw it, but less so the next 100 or more times it played.

• The 3 Things You Should Know About The Metaverse in Media Insider on 07/29/2021
  

  Let's say you're new to the whole concept of the metaverse. Does that mean running out and demoing a set of virtual reality glasses? Nope.

• Total TV Ad Spend Will Hit $130+B In 2030 in Media Insider on 07/22/2021
  

  I believe that if you abstract the total TV ad market in 2030, it will be $100 billion of CTV and $30+ billion of linear TV.

Comments by Dave All comments by Dave

• When Will Amazon Give Us TVs For Free? by Dave Morgan (Media Insider on 09/30/2021)
  

  Ed, I love it! For sure, as more services can be delivered digitally and bundled, we will see more and more commodity products subsided or given for free as premiums for Hugh margin services. Dave

• Will Nielsen Kerfuffle Kill The GRP? by Dave Morgan (Media Insider on 09/23/2021)
  

  Jerome, in my mind, the most important difference between GRP's and impressions is granulairty. The impression is a sub-atomic-unit of the GRP. Starting with impressions enables you to build plans with people first, not just programs, netwokrs and dayparts. Starting with GRP's, that are not divisible, means that you are stuck with lots of averages. Thus, most larger TV ac campaigns today deliver a massive disparity in frequency by audience member - typically, with the heaviest hit quintile getting 25-50x the frequency of the least hit. Srating and ending with impression metrics exposes this. Working on GRP's as the core model enables folks to look at the "4x" average frequency of a campaign like that and totally ignore the 25x disparity.

• Will Nielsen Kerfuffle Kill The GRP? by Dave Morgan (Media Insider on 09/23/2021)
  

  Thank you Mark. As you know, i totally agree on the notion of the power of total points, reach, frequency and audience targets. But, as you point out, as marketers started caring less - and paying less - about how well those GRP's were shaped into actual campaign level reach and frequency, it become only about the GRP. I am fine with the GRP living. I just want to take its proper place as "a" metric, not the only one :-)

• Will Nielsen Kerfuffle Kill The GRP? by Dave Morgan (Media Insider on 09/23/2021)
  

  Ed,Thanks so much for the thoughtful commentary. As you point out, sex/age demo metrics were never intended as targeting metrics, but they did become that de facto. I do agree that the devil is in the packaging of campaigns and believe that as networks open all spots to a more granular sale, we will see more dynamic pricing mechanisms that will be based on a brand basis that will yield better results for both advertisers and networks. Alas, that will work against the corporate entity pricing, but I am hopeful that we can get there some day.Dave

• Focusing On What's Important by Dave Morgan (Media Insider on 09/09/2021)
  

  Thanks Larry!

• Focusing On What's Important by Dave Morgan (Media Insider on 09/09/2021)
  

  Thanks Bruce!

• How Do You Beat The 7-38-55 Rule When Working Remotely? by Dave Morgan (Media Insider on 08/26/2021)
  

  Thanks Douglas for the correction! I know I had read something along the way about its application to understadning emotion in comunication, but clearly had never dug in. Very much appreciated.

• Media Measurement Market Fragmenting Just Like Media Consumption by Dave Morgan (Media Insider on 08/19/2021)
  

  Jack, for sure, any new offerings will need to be funded by the media owners/sellers, since they're the only ones will real budgets, and vision won't be enough. If it can't help them sell more ads for more money than they can with the status quo, it won't be funded.

• Media Measurement Market Fragmenting Just Like Media Consumption by Dave Morgan (Media Insider on 08/19/2021)
  

  Fabulous comment Ed. You nailed it.

• Media Measurement Market Fragmenting Just Like Media Consumption by Dave Morgan (Media Insider on 08/19/2021)
  

  So true Howard. This is not the time to solve last decade's problems. Doing the multi-channel digital media measurement right is giong to take a lot of work.

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