Dave Morgan

Articles by Dave All articles by Dave

• I Care About Ukraine Because I Care About America in Media Insider on 06/05/2025
  

  All of the values that America was built on are in play -- and under threat -- in Ukraine.

• CTV Ad Buying: How Can You Be Sure You're Getting What You Think You're Getting? in Media Insider on 05/29/2025
  

  Among the issues: Verification of ad delivery is a misnomer, and fraud is prevalent.

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV in Media Insider on 05/22/2025
  

  CTV ad spend now amounts to more than 31% of all ad spend on TV, a 3X gap between spend and viewing share.

• Faux Attribution in Media Insider on 05/15/2025
  

  Why is faux attribution as big as it is? Too much "don't ask, don't tell."

• Nielsen, We Need A Gauge With A True Ad-Supported View in Media Insider on 05/09/2025
  

  First, Nielsen, thank you for creating a new view of The Gauge that breaks out the viewing of content that is ad-supported.

• Willie Sutton Would Love The CTV Ad Business in Media Insider on 05/01/2025
  

  Yes, the famous bank robber who hit banks "because that's where the money is" would figure the money is now in CTV advertising.

• Marriott, Zelensky Stand Up For What's Right in Media Insider on 04/24/2025
  

  With so many core human values under siege, we have too much silence. We have too much quiet complicity -- and too many compromising their principles.

• Thanks, VAB, For Your Leadership In Better Defining CTV Advertising in Media Insider on 04/17/2025
  

  CTV advertising has a real mislabeling problem today, with billions of dollars of spend going to web video and bot traffic improperly presented.

• Uncertainty Is Bad For The Ad Business in Media Insider on 04/10/2025
  

  Optimism is advertising's friend; pessimism is its enemy; and uncertainty is its enemy on steroids.

• Where Is Your Voice? in Media Insider on 04/03/2025
  

  We must raise our voices in support of those targeted by the administration -- and against the targeting of legal advocates for those targeted.

Comments by Dave All comments by Dave

• I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)
  

  Thanks Ben. Totally agree. Therre is plenty of Russian money in western banks that can help Ukraine win the war and being the rebuilding process.

• I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)
  

  Thanks Joe!

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 05/22/2025)
  

  Brian, direct viewing data shows that the vast, vast majority of streaming viewing is on ad free or ad-light. The bar that Nielsen used is that there was vieweing on an ad supported tier, and looking at the data direclty you see very little ad-heavy streaming viewing. Nielsen's Gauge supports that .... you can look at the brands that doiinate viewing and apply their ad loads.

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 05/22/2025)
  

  Ed, When you look at second by second viewing data from tens of millions of smart TVs, you find that while households may watch some of ad-supporrted streaming services on a monthly basis, a large portion of them watch with ad avoidance in mind and see very, very few ads. While the theoritical reach of ad-supported streaming services is 28%, the effective reach that can be dlievered is much lower. Comscore, which also counts actual ad viewing pegs it as 14%. There is no data fram any direct source or panel out there that I have seen that shows it at 20%.

• Faux Attribution by Dave Morgan (Media Insider on 05/15/2025)
  

  Great point Bill. Calling it "performance" marketing reinforces a presumption that it performs!

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Very good points Ed. There are several sources of data that could be used to enhance attention numbers of ad viewership, both TVision Insights and Telly come to mind. Both have opt-in camera-based attention tied to ACR data that capture both number of viewers and attention to the screen.

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Spot on John. It will be critical not to let the pursuit of perfect get in the way of "good" ratings ... giving us something better than the status quo.

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Great point John, streaming and linear show "ratings" and ad calculations are not apples to apples today.we have the data and systems to count linear ads at the "commercial ratings" point, and to normalize streaming to the "average show ratings" used in linear. Do you think the industry is ready for that much truth?

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Ed, yes. With all of the second-by-second viewing data from ACR and set-top boxes, many companies, mine included, are already capturing every ad exposure individually (creating true commercial ratings in a sense). It is hard, but lots of data, smart folks and well designed software can do it well. You can cume it up to GRPs, but that's going backwards in many ways. Easy enough to have 95% accuracy at audience cohort/exposure level.

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Ed, I agree that tallying all ads by unique ID is a lot of work, many of us do that today for almost all national ads, but that's not I'm calling for. I suggest that the ad supported gauge focus on ad exposure viewing, both number of ads vieeed and time, and build a simple RxF curve or deciles or quintiles chart to show reach across delivery types, top channels and top services.

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