TV Advertising Leaders Chart Road to 2025 at Beet Retreat

SANTA MONICA, Calif. – The past three years were characterized by massive disruption in the television industry as the coronavirus pandemic sped up longer-term trends such as the growth in streaming media. Viewers who were stuck at home during lockdowns signed up for video services to keep themselves entertained — a need that was especially […]

 
 

Convergence Without Collision: Simulmedia’s Morgan Bets Netflix Ad Sales Will Reach $2 Billion

LONDON, UK — If anyone was in any doubt that Netflix’s ad-supported tier had finally arrived, they just had to attend The Future of TV Advertising Global forum, in London, December 2022. There, Netflix’s president of worldwide advertising Jeremi Gorman introduced the scheme to ad buyers. In attendance, Dave Morgan, Founder & CEO, Simulmedia, liked […]

 
 

Advertisers Are Pushing for Results from Advanced TV: Simulmedia’s Dave Morgan

SANTA MONICA, Calif. – As addressable advertising expands throughout the television industry and matures, marketers have greater expectations that it will deliver results in terms of business outcomes. “We’re going from the potentiality of an industry to one that now has tens of billions of dollars in streaming and advanced TV advertising dollars being spent,” […]

 
 

CTV Elevates Role of Consumer-Driven Advertising: Simulmedia’s Dave Morgan

ORLANDO – The Association of National Advertisers’ yearly Masters of Marketing Conference is a chance for marketing, media, agency and ad-tech professionals to share ideas about the best ways to engage consumers. As more people watch television programming on internet-connected devices such as smart TVs and mobile phones, there are growing opportunities to reach consumers […]

 
 

TV Convergence Is Key Theme at Cannes: Simulmedia’s Dave Morgan

CANNES — Media and marketing executives gathered this week at the Cannes Lions International Festival of Creativity are discussing how advertising is changing as linear television, digital video and video games mingle on people’s electronic screens. “Finally, we’re seeing streaming and linear TV and gaming and other video coming together,” Dave Morgan, founder and chief […]

 
 

BeetCast Episode 4: Don’t Write Off Linear TV, Simulmedia’s Dave Morgan

While the media industry’s enthusiasm for addressable TV is building, it will remain a relatively small part of the TV advertising pie, says Dave Morgan, CEO and Founder of Simulmedia in this podcast. This episode of the BeetCast is hosted by Ashley Swartz, CEO and founder of Furious Corp and a longtime Beet.TV contributor. Linear […]

 
 

Simulmedia’s Morgan: We Must Look Beyond Tentpole Events to Reimagine Advertising

VIA BEETCAM– How do we reallocate advertising money when major tentpole events are taken out of the buying schedule? In a BeetCam interview, Dave Morgan, CEO and founder of Simulmedia, explains that it’s going to take a massive industry shift to move away from a calendar that relies on live events. The macro change that […]

 
 

CFlight Helps Buyers Take Flight: Simulmedia’s Morgan

LONDON — Eight months after NBCUniversal rolled out its new measurement currency for quantifying time-shifted and on-demand viewing on any platform, one exec thinks the deployment is a game-changer. NBCU’s aim with CFlight was to give advertisers a sense of how their marketing campaigns are being seen, regardless of time or location. In this video interview with […]

 
 

TV Must Put Marketers In Charge: Simulmedia’s Morgan

When you run a mass medium like TV and the largest advertising channel in the world, you hold all the cards. At least, you used to. TV operators are familiar with setting the terms of the deals through which marketers get to buy air-time – even the very process which leads to deals getting done […]

 
 

Simulmedia’s Morgan On Xandr: It’s All About The Partnerships

SANTA BARBARA, CA – Dave Morgan certainly knows the value of partnerships when scaling advanced audience targeting for television. So when he takes in the aspirations of AT&T’s Xandr, it’s the partnering theme that gets his attention. “There’s a really big mission. Whether AT&T itself is going to be able to do it or not […]

 
 

Major TV Networks’ Embrace Of Data-Optimized Campaigns ‘A Really Big Step’: Simulmedia’s Dave Morgan

LAS VEGAS – To Simulmedia, which has about a decade head start in optimizing linear television ad targeting, it’s a good sign that large network groups have decided to adopt data-optimized, audience-based campaigns. “It’s critical to get their adoption to move a market because the TV ad market is one where demand exceeds supply,” says […]

 
 

Simulmedia Switches On SaaS To Plug TV’s Hole, Dave Morgan explains

The man who founded early ad platforms Tacoda and Real Media is ready to have another go at running another ad-tech company with a self-service model. Simulmedia CEO Dave Morgan tells Beet.TV his current company, which helps advertisers and agencies link consumer purchase behaviour to set-top box data, will switch on a software-as-a-service model in the next couple […]

 
 

FCC Cable Box Reforms Make Data-Driven TV Urgent: Simulmedia’s Morgan

SEVILLE – Government regulation “FCC 16-18” may sound innocuous enough – but the implications of the Federal Communications Commission’s decision to open up set-top box hardware will be far-reaching. The rule would compel cable companies to offer their programming not just over their own boxes but through those of third-party vendors, too. One ad industry […]

 
 

Advertisers Can Have Their Cake And Eat It: Simulmedia’s Morgan

Brand TV advertising these days is something of a scattergun approach – you pay to reach large audiences, but you can’t guarantee the distribution will really achieve the desired result. Increasingly emboldened by the guarantees that are offered by online advertising, some TV ad buyers are calling for an improvement. And that is what former Tacoda head honcho Dave Morgan‘s current […]

 
 

Being a Change Agent = Reading Trends, Simulmedia’s Dave Morgan Says

The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now are on the cusp of hitting the market hard, says serial entrepreneur Dave Morgan, Chief Executive Officer for Simulmedia, who talked about these shifts in the ad business in this interview with Beet.TV. Look for a convergence […]

 
 

Connect The Dots To Pay-By-Outcome Ads: Simulmedia’s Morgan

So far in the history of advertising, marketers have had to satisfy themselves with measuring the effectiveness of their spending against relatively soft outcome metrics, like clicks, views or consumers’ propensity to buy. But now some marketers are beginning to demand publishers and networks charge them only when ads have generated an actual sale. “The […]

 
 

Simulmedia’s Morgan: TV Finally Embracing Ad Tech

Tacoda and Simulmedia founder Dave Morgan is just back from a fun week chewing over the TV ad tech revolution at Cannes Lions with Beet.TV He is interviewed on stage by digital media investment banker Terence Kwaja. In this AdAge article, Morgan concludes channel fragmentation, a desire for accountability and digital envy are finally moving TV folks to […]

 
 

TV Networks Well Placed Despite Multi-Platform Boom: Nielsen’s Hasker

CANNES, France — How will the relationship between media agencies, brands and TV networks evolve as underlying media and marketing platforms continue to be disrupted? The incumbent TV industry remains in a strong position, a Beet.TV panel heard. “There’s been a sea-change in the attitudes but, more importantly, the confidence of the broadcast and major […]

 
 

Simulmedia’s Morgan: TV Is The Real Ad Superhighway

CANNES, France — The coming evolution in which TV ad sales will be conducted using online practices will finally enable the real vision of digital media for brands, says Simulmedia CEO Dave Morgan. “A lot of the (advertising) approaches that worked in the digital world over the last 20 years are finally ready for application […]

 
 

Wenda Harris Millard on the Unique Position of Powerhouse Consultancy MediaLink

ON THE SEA OFF THE COAST OF FRANCE — Sitting between Silicon Valley, Madison Avenue, Hollywood and Wall Street, MediaLink is a unique media consultancy, explains Wenda Harris Millard, president, in this interview with Dave Morgan. “We are operators.” At Cannes, MediaLink created a a number of high-profile seminars for its clients along visibility for […]

 
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