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Dave Morgan

Member since March 2008Contact Dave

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  • At Least 50% Of TV Ad Jobs Will Be Gone In 5 Years by Dave Morgan (Media Insider on 11/29/2018)

    James, I believe that the human touch will continue to be critical in the business, but it won't be enough on it's own. Digital and data skills will be required too.

  • At Least 50% Of TV Ad Jobs Will Be Gone In 5 Years by Dave Morgan (Media Insider on 11/29/2018)

    Ed, for sure, there will be many, many new jobs in the TV ad industry, and data management and analytical skills will be vvery much in demand. However, that won't obviate the fact that many of the jobs and tasks done today will go away, just as they have in other industries and within other media channels particularly. I hope that I've overstated the scale and immediacy of the impact, but I don't think so.

  • At Least 50% Of TV Ad Jobs Will Be Gone In 5 Years by Dave Morgan (Media Insider on 11/29/2018)

    I agree Henry. The magic in TV media, and the power of human relationships are very special in our business. My hope is that folks spend time learning key skills for the future and realize that the magic and relationships alone won't give them job security.

  • At Least 50% Of TV Ad Jobs Will Be Gone In 5 Years by Dave Morgan (Media Insider on 11/29/2018)

    Long, thanks for your comments. I care deeply about the folks in the industy and the difficulties that many will face. That is why I wrote the column. I cam out of the newspaper industry, so I know what happens when there is too much sugar-coating, avoidance and denial. If I caused even one person in the business to take a class to build digital or data skills, or think about changing industries before the industry changes on them, I will feel good about it. Many, many tens of thousands of newspaper employees got stuck because they didn't. I don't want to see the same for their TV ad brethren.

  • Digital Ad Marketplaces Don't Work For TV by Dave Morgan (Media Insider on 10/25/2018)

    Thanks Long. Yes. I remeber OneMediaPlace. Totally agree that the key is an operating model that networks win with, and are comfortable with.

  • Digital Ad Marketplaces Don't Work For TV by Dave Morgan (Media Insider on 10/25/2018)

    Excellent point Ed. The way that TV sellers today manage "packaging" and "rotators" to fill out the GRP needs of sellers, and dollar-average the pricing of the prime spot investments down, is one of the more clever pricing approaches in media. Critical in a more automated, and marketplace-like, future for TV advertising will be to find a way to replacate this in a digital world.

  • Digital Ad Marketplaces Don't Work For TV by Dave Morgan (Media Insider on 10/25/2018)

    Great points Gerard. I do think that we're going to see the introuction of targeting into linear TV that will "hybridize" some some buys, delivering bundles of targeted spots (many of which might use different creatives for different brands, or for different households and different brands) blended with linear deliveries that are not addressable. This will require complex inventory systems, since you will have to sychronize addressable deliveries and "bundled" linear deliveries. Net. Net. The technology exists to do it. The big challenge will be the packaging and sales approaches to bring it to market, and make it easy to buy and measure.

  • Digital Ad Marketplaces Don't Work For TV by Dave Morgan (Media Insider on 10/25/2018)

    Great point Ed. For sure, the vast majority of digital leads with a DR mindset. While I'm a believer that TV can do a much better job for performance-focused marketers than it does today, the foundation of TV media should always been the brand advertisers with a longer-term sales and growth focus.

  • Has OTT Advertising's Time Arrived? by Dave Morgan (Media Insider on 09/20/2018)

    Spot on Tom. Lots of opportunities out there in TV's transition to OTT to solve, from fragmentataion to user-acceptable ad loads to automated buying and selling with balanced yield managemed (for both sellers and buyers). It will be fun to watch!

  • Has OTT Advertising's Time Arrived? by Dave Morgan (Media Insider on 09/20/2018)

    Nicely said Bob!

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