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Brian Wieser

Member since June 2007

  • EVP Interpublic/MAGNA
  • 100 West 33rd Street
  • New York New York
  • 10017 USA

Articles by Brian All articles by Brian

  • ANA Production Report: The Bottom Line in MediaDailyNews on 08/09/2017

    The most important takeaway for investors is that this study, like the media transparency report released in June of last year, could serve as a catalyst for advertisers to more aggressively scrutinize the contracts they have with their creative and production agencies. In some instances, it may even encourage marketers to develop or expand in-house studios, or otherwise oversee more of the bidding processes related to commercial production themselves, reducing agencies' roles in this process. Quantifying the impact is next-to-impossible, but presumably the general outcome will be incrementally greater fee pressure and slightly curtailed growth.

  • ANA Transparency Report Released: Negative For Agency Holding Companies in MAD on 06/07/2016

    With the release of a long-awaited report related to media transparency from K2 (commissioned by marketer trade group the ANA), we expect that marketers will be made much more wise about the ways media agencies generate revenue. As marketers become better informed, they will probably become more aggressive in their efforts to eliminate or curb many practices that agencies have pursued to generate revenues in the fast growing / high-margin media agency business.

  • Record Media Account Reviews: Fall Out From the Rebate Issue? in MAD on 05/26/2015

    An unprecedented number of major media agency accounts have gone up for review since much of the industry became aware of practices related to undisclosed agency compensation. On our count the reviews announced in the last eight weeks alone amounts to $13 billion in annual media spending. This approaches amounts that might be awarded in a typical full year, on our analysis of data from RECMA. As it is, the $25 billion of media agency accounts awarded and likely to be awarded before the year ends - only including accounts currently in review - is in record territory.

  • Salesforce.com Suitor Speculation: Google? in Real-Time Daily on 05/01/2015

    This perspective has largely informed our view of how media and marketing are evolving, and is core to why we added the likes of Adobe and Salesforce.com to our coverage universe. So when Bloomberg reported this week that Salesforce.com is "working with financial advisers to help it field takeover offers after being approached by a potential acquirer" according to "people with knowledge of the matter," the company we initially assumed was behind the news was Google.

  • Google Fiber Ads Vs. Facebook Audiences in Real-Time Daily on 03/27/2015

    Separate news from Google, Facebook and Salesforce.com this week highlight different approaches to advertising on different media. While the focus for television advertising will remain around brand-building among relatively broad audience, the Web will increasingly be about targeting new and existing customers using known first-party data whenever possible.

  • Death Of The Centralized Agency Trading Desk? in Real-Time Daily on 02/20/2015

    More decentralization seems inevitable as skills become more diffused across the industry and as the client-team orientation retains its importance. It is also a positive trend for agencies and clients alike.

  • Accounting for Ad Tech And Agencies in Real-Time Daily on 02/06/2015

    Accounting choices and financial disclosures can be an arcane topic even among the investor community. This is especially true in a sector where revenue momentum frequently drives valuations, as is the case with ad tech. These issues re-emerged for us last week following earnings reports from both Facebook and Yahoo, where investors were effectively reminded that not all economic activity associated with each company is necessarily booked as gross revenue.

  • Data Management: Sticky Point Of The Marketing Cloud in Real-Time Daily on 01/23/2015

    Software vendors will often focus on selling a suite of products to their customers for reasons which should benefit everyone involved. A customer will want a collection of related technologies to work well together, and there should be a higher chance that this will happen when they come from one place.

  • Sellers Need To Take The Lead On Digital Media Ad Quality in MAD on 11/21/2014

    Sellers of inventory are the industry participants who have to take the lead in continuously looking for solutions to the problem of ad quality. Marketers' choices may be catalyzing ad quality problems, but sellers have a greater long-term incentive (and higher profit margins, typically) to ensure that ad quality solutions are in place for the inventory they monetize. For investors this means it is important to understand how publishers, ad networks and ad tech businesses ensure ad quality in the inventory they sell.

  • Magna's Programmatic Forecast Defines Digital Ad Opportunity in Real-Time Daily on 09/30/2014

    The rise of programmatic buying of media and automation of processes is perhaps the most important consequence of the increasingly wide reliance by the advertising industry on the use of software and tools that we broadly characterize as "ad tech". As applications of these technologies grow we think the gap between winners and losers could become more pronounced.

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