The Morgan Mindset: Navigating the Complex World of Advertising Ad-tech
secrets revealed: Learn from Dave Morgan, the advertising industry's guru on outcomes vs. outputs, automation, and independent measurement vendors
Dave Morgan is a name that any ad-tech enthusiast would be familiar with. As the founder and CEO of Simulmedia, he has made a name for himself in the advertising industry with his expertise in marketing technology. In this
article, we will delve deeper into his insights on various aspects of the ad-tech industry, as he has shared with us in his recent interviews. When it comes to media measurement, Morgan suggests that advertisers should look for independent and verified vendors. He states, “Move past the rhetoric in the ad trades. Focus on supporting measurement vendors that are independent and verified;
exclude those who make money selling media and/or targeting services. They are certainly not independent.” This is a crucial aspect that advertisers need to consider to navigate the ever-growing complexity of media measurement. With the rise of ad-supported streaming and CTV ads, Morgan believes that combining scaled, balanced, and verified panels with massive sets of direct viewing data can
improve measurement and attribution on these platforms. He suggests, “We need to combine scaled, balanced and verified panels with massive sets of direct viewing data and easy linkage to clean rooms to tie directly into attribution data sources. I expect that ad attribution will end up as just a feature of data cloud services.” Morgan’s advice for advertisers to optimize their advertising
across TV networks is to spend less money on buying GRP’s, demos and dayparts and focus more on data-driven linear with specific audience, reach, frequency, and outcome goals. He states, “With less money, it will all have to be spent smarter. That means less about buying on GRP’s, demos and dayparts and more spend on data-driven linear with specific audience, reach, frequency, and outcome goals.” As the industry moves towards automation, Morgan predicts that automated planning linked to automated execution will become table stakes for all media channels, particularly those that have typically been hand-managed. He says, “Automated planning linked to automated execution will be table stakes in the future of all media channels, particularly those that have typically been hand-managed, like linear TV, out-of-home and radio. No one will have the time and/or money to
pay for slow, hand-managed processes with high error rates and tons of latency, which is all too common today.” As media channels continue to fragment, automation is becoming an essential tool for advertisers. According to Morgan, “automated planning linked to automated execution will be table stakes in the future of all media channels, particularly those that have typically been
hand-managed, like linear TV, out-of-home, and radio.” This shift towards automation will make media buying more efficient and less prone to error. In an era where data and analytics are increasingly important in advertising, Morgan stresses the importance of supporting independent and verified measurement vendors. As he states, “exclude those who make money selling media and/or targeting
services. They are certainly not independent.” Advertisers should be vigilant in choosing their measurement vendors, ensuring that they are impartial and free from any conflicts of interest. The rise of ad-supported streaming and CTV ads has brought about new challenges for measurement and attribution. Morgan believes that a combination of scaled, balanced, and verified panels, along with
direct viewing data and easy linkage to clean rooms, can improve measurement and attribution for these platforms. He envisions ad attribution becoming a feature of data cloud services, allowing advertisers to measure the impact of alternative currency testing more effectively. The turf wars between linear and digital buyers over control of premium video budgets have been a challenge for
advertisers. Morgan believes that advertisers will need to decide to manage linear and digital video together, rather than being siloed. This will require a shift in mindset and a willingness to embrace new approaches to media buying and planning. Morgan sees an opportunity for marketers to leverage digital sensibilities to optimize their advertising campaigns and achieve better results. By
focusing on outcomes rather than outputs, brands can use data and analytics to make smarter, more informed decisions about their advertising spend. Morgan stresses that brands need to be willing to experiment and try new approaches, rather than relying on outdated methods and metrics. Dave Morgan’s insights and expertise in the ad-tech industry are invaluable. He emphasizes the importance of
focusing on outcomes rather than outputs, using independent and verified measurement vendors, combining scaled and verified panels with massive sets of direct viewing data, and embracing automation. As the industry continues to evolve, his insights are certainly worth considering for those who want to stay ahead of the curve.
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All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
OpenAI has developed a new first-party web browser plugin that allows ChatGPT to source data from "plugged websites" using the Bing search API and provide answers with citations. The plugin is open to users and developers who signed up for the waitlist, while ChatGPT Plus subscribers and select partners will get
early access before the API is widely released. Microsoft has already seen a 15% increase in page visits since releasing AI-powered search thanks to OpenAI, while visits to Google's search engine have fallen by 1%. Although the plugin could make content marketing research faster and more accurate, users should be careful about their sources and ensure the accuracy of information. The plugin could also affect how we use search engines and render web browsers obsolete in the future. Reddit has announced six new feature updates that will make it easier for marketers to set up and manage campaigns on the platform. The updates include simple ad creation, automated ad creation, multi-currency support, better community search, longer reporting periods, and bulk edit improvements. In addition, Reddit has published a 16-page
guide to using the platform for Mother's Day campaigns, highlighting insights such as the fact that half of US Reddit users will be buying a Mother's Day gift and that conversations about the holiday peak on Mother's Day itself. These updates should help marketers get more out of the platform and could prove useful for planning campaigns around specific holidays. Tom's Hardware, a digital publication for PC enthusiasts, has accused Google Bard of plagiarism, claiming that the AI system apologized for the alleged offense. The Editor in Chief of Tom's Hardware, Avram Piltch, asked Bard a question about the performance of two competing processors, to which Bard provided an answer that was taken directly from one of Tom's Hardware's articles, implying that Google had done the benchmarking itself. Piltch points out that Google does
not benchmark and review CPUs and that the answer given by Bard was a form of plagiarism. However, when confronted about the issue, Bard claimed that the screenshot provided by Piltch was fake. The incident comes as publishers explore legal options for obtaining payment for the use of their work by Bard and ChatGPT systems. Mozilla, the internet
software company, announced its latest project, a $30m investment in a start-up company and community called Mozilla.ai. The aim is to create a trustworthy and independent open-source AI ecosystem. Mozilla will build products and collaborate with developers, scientists, product managers and builders who share its vision of AI that prioritises transparency and accountability, and encourages decentralisation. The initial focus will be on generative AI and people-centric recommendation
systems that prioritise user well-being. The new company will be led by Managing Director Moez Draief, with Karim Lakhani, Navrina Singh and Mark Surman serving as initial board members. Beyond Ordinary Events, Inc. and POSSIBLE have announced that Elon Musk, CEO of Twitter, will speak at the prestigious marquee marketing event, along with Linda
Yaccarino, Chairman of Global Advertising and Partnerships at NBCUniversal. The keynote is titled "Twitter 2.0: From Conversations to Partnerships" and will explore the future of Twitter and its role in cultural conversations. The session will take place on April 18 at the Fontainebleau Miami Beach. POSSIBLE is a new event that brings together business leaders and visionaries from technology, media, entertainment, and culture. Over 100 business leaders will be in attendance, including
LL COOL J, Jon Bon Jovi, Alex Rodriguez, Steve Stoute, Linda Lee, and Karin Timpone. Elon Musk leads SpaceX, Tesla, Neuralink, The Boring Company, and Twitter, and his presence at the event may be aimed at convincing advertisers that Twitter is not a hate site. The Advertising Research Foundation (ARF) has called on the ad industry to replace
the current definition of a "TV household" with a broader "TV-accessible household" definition. The new term encompasses traditional linear TV viewing as well as non-linear methods such as over-the-top and ad-supported video-on-demand services. The ARF's recommendation would increase the denominator that TV ratings are derived from by about 4%, and the average rating would fall accordingly. The study shows 5% of US households no longer have a conventional TV set, while 41% of households
with a TV watch professionally produced programming on a device daily. Lionsgate's "John Wick: Chapter 4" has set a franchise record, exceeding all pre-release estimates to take $73.5m in US/Canada box office results over the next-to-last March weekend. The film, which achieved dominance despite just $10.3m in national TV advertising
spend, also took $64m in international results, earning the number one spot in each of its 71 markets. In second place was Warner Bros.' "Shazam! Fury of the Gods," which took $9.7m in its second weekend. The upcoming Amazon Studios’ "Air" has taken $21m in top TV marketing spending, according to iSpot.tv. The upcoming merger between HBO Max and
Discovery+ is intended to offer a wide range of programming, replicating the cable bundle, HBO Max Chairman and CEO Casey Bloys said at the Series Mania conference in France. The combined service will be a one-stop location for Warner Bros. Discovery content, appealing to a broad range of viewers at the same price as HBO Max. Bloys added that HBO and Discovery’s domestic and international divisions are collaborating closely and will be announcing details of the combined service on April
12. Apple is ready to spend $1 billion annually on producing movies for theatrical releases, taking the opposite approach of Netflix, which mainly focuses on streaming. Apple's move is expected to help promote Apple TV+ while boosting its reputation in Hollywood. This move comes at a time when streaming giants are refocusing on profits
over subscriber growth, with theatrical distribution back in vogue. Apple promises to release its movies in thousands of theaters for at least a month, according to Bloomberg. The pandemic has forced the entertainment industry to change its business models, with streaming becoming the primary mode of film distribution. Robert Frati, Chief Sales
and Success Officer of Salesforce's Slack unit, is leaving at the end of April after spending over 17 years at both companies. Frati joined Slack in 2016 as its first-ever Vice President of Sales and helped bring a more formal sales culture to the company. His role also includes working with customers after they purchase Slack's software to ensure they're happy with it. His departure comes as both Slack and Salesforce are seeing slowing revenue growth amid a broad pullback in technology
spending. Utah has become the first US state to regulate the use of social media apps by minors. The state has introduced bills that restrict minors’ access to popular social media apps like TikTok and Instagram, limiting their social media use between 10:30 pm and 6:30 am and the information social apps can collect from young users.
Minors would also need age verification and parental permission to open social media accounts. Utah’s move comes as Washington increases scrutiny of social media platforms and lawmakers call for better protection for minors. Walmart is laying off hundreds of employees at five of its e-commerce facilities across the United States, as the retailer
prepares for a potentially difficult year. Walmart, the largest private employer in the US, is trimming its workforce as many retailers are anticipating flat or declining sales. Walmart is forecasting slower sales growth for its upcoming fiscal year, including in its e-commerce business. The retailer is controlling labour costs to maintain profits in the face of uncertainty around inflation and the shift back to services after a COVID-19 pandemic-related spending boom. The marketing industry is undergoing rapid evolution driven by emerging technologies, cultural shifts, and the deluge of data. This convergence is expected to lead to marketing's Fifth Paradigm. The article highlights the impact of emerging technologies such as the Internet of Things (IoT), smart speakers, wearables, and autonomous cars on the
marketing industry. For instance, IoT devices are expected to provide opportunities for marketers to deliver hyper-personalized experiences to consumers. However, the increased data will require marketers to reorganize their data infrastructure and capabilities to handle the volume and complexity. Similarly, smart speakers and wearables are expected to provide new levels of insight into the consumer journey and opportunities for marketers to interact with consumers more effectively.
Finally, autonomous cars will provide opportunities for creative marketers to capture consumer attention while they are in the car. As the data deluge continues to impact the marketing industry, companies must adapt their strategies to leverage new technologies and opportunities. |
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DIVERSIFYING MEDIA MIXES: A SURPRISING SOLUTION TO DATA ACQUISITION As the world becomes increasingly digital, businesses are facing unprecedented challenges in balancing privacy and personalization. The great migration to first-party data has encountered some bumps in the road, as consumers are becoming more reluctant to share sensitive personal information unless they see a clear benefit in return. This was the main takeaway from a recent Gartner CMO research, which
surveyed nearly 400 marketing professionals in November and December of last year. READ ENTIRE STORY
THE PRICE OF A ‘GOOD DEAL’: AD FRAUD IN THE DIGITAL AGE. But here’s the thing – people don’t care about ad fraud because they want to get “good deals.” Just like how people want to buy cheap counterfeit handbags, advertisers want to buy low-cost ads. They don’t care if the ads are fake or if they’re not shown to actual humans – as long as they get to show off their large quantities of impressions and clicks to their bosses. READ THE FULL ARTICLE
COLLABORATION IS KEY: UNLOCKING THE POTENTIAL OF FIRST- AND SECOND-PARTY DATA
STRATEGIES The age of relying on third-party data for media buying may be coming to a close, but don't count out the power of collaboration just yet. Data clean rooms (DCRs) have emerged as a popular avenue for brands to uncover valuable insights, but they're not the end-all-be-all solution to marketing strategies in the face of a looming recession. While a DCR can help match audiences and allow brands to... READ MORE
FROM COUCH POTATOES TO CONVERSIONS: THE POWER OF CTV ADVERTISING Connected TV (CTV) and over-the-top TV (OTT) advertising have taken the marketing world by storm, providing brands with a powerful new tool to reach their target audiences. With many advantages over traditional TV advertising, CTV and OTT have become a popular choice for businesses of all sizes. In this guide, we will cover everything you need to know about setting up and measuring CTV ad campaigns, from how it works to the key considerations for advertisers.
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