Okay, no surprise there, but
Wieser, who is Interpublic’s chief global forecaster, is becoming more of a curmudgeon about emerging media than his predecessor, Bob Coen was. First of all, Wieser doesn’t necessarily
think advertising dollars are going to follow “eyeballs†to online video.
For that to happen, he says, the online video advertising
marketplace must first conform to the processes and “workflow†that Madison Avenue uses to plan and buy media.
Take the TV upfront
advertising marketplace. Wieser doesn’t think online video will be much, if any factor in this year’s upfront.
“I think it is
something that comes after the fact,†he said, taking much of the air out of the room at OMMA Video.
I wonder what he'll make of the
PricewaterhouseCoopers report.
