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Tag: Brian Wieser

  • Bringing Digital-Like Concepts to TV Will Not Cause Digital-Like Growth

    Bringing Digital-Like Concepts to TV Will Not Cause Digital-Like Growth

    Brian Wieser, a well-known advertising expert at Pivotal Research, says that simply bringing digital-like concepts to traditional TV will not by itself cause digital-like growth. He says that growth would only come if TV could appeal to new kinds of advertisers.

    Brian Wieser, Senior Analyst at Pivotal Research Group who covers all things advertising from an investor perspective, discussed on BeetTV how technology is changing TV advertising:

    Advanced TV Technologies Are Really More About Optimizing

    A lot of Advanced TV technologies are really more about optimizing. They’re really more about making the workflows more efficient. They’re also about load-balancing in terms of maximizing or optimizing reach and frequency. Maybe even one day they can help contribute to reduced commercial loads because they can identify better ways to reach different audiences with different units, which then just allows media owners to reduce their ad loads.

    Bringing Digital-Like Concepts to TV Will Not Cause Digital-Like Growth

    I don’t believe it causes growth in advertising. Bringing digital-like concepts to traditional TV will not cause digital-like growth. The only thing that would cause growth above and beyond the trajectory that TV is on is if TV can appeal to different kinds of advertisers. The direct-to-consumer marketers, for example, would be a segment of a marketer that isn’t really meaningfully in TV.

    If there are technologies or if there are platforms or if media owners can find ways to sell to those advertisers, now it’s not a given but it’s an example, of where there could be incremental spending. That’s the only thing that will cause any different growth for the industry.

    Any of the Ad Tech Players Could Play in TV

    Any of the Ad Tech players could play in TV. I mean certainly, we see right now the bigger players would be Roku and The Trade Desk when we think of publicly traded companies that are trying to play in what we will broadly define as this space. There are other companies, WideOrbit, of course, Mediaocean, there are many other infrastructure players who don’t necessarily sell media, but ultimately they’re the ones who have to help provide the tools to help realize the improvements that the industry needs.

  • Analyst Says that Google Already Dominates the Media Business

    Analyst Says that Google Already Dominates the Media Business

    When does Google dominate the media business? “They already do,” says Brian Wieser, senior research analyst at Pivotal Research. “The reality is from a time consumption perspective, from an ad spending perspective, there’s nothing like Google, and unlike Facebook, they are reasonably well run.” Wieser adds “If Google wants to be a big player in traditional TV they will be. They haven’t invested yet in any meaningful way.”

    Pivotal Research Senior Analysist Brian Wieser discussed Google and technology in the media business this morning on Bloomberg:

    When Does Google Dominate the Media Business?

    They already do. The reality is from a time consumption perspective, from an ad spending perspective, there’s nothing like Google, and unlike Facebook, they are reasonably well run.

    At the end of the day if you are CBS you have to focus on building up the content library by selling content directly to consumers and selling it through other channels. You can argue that CBS has been a little further ahead than the others. They were more thoughtful in not participating in Hulu years ago, which was not necessarily a good idea for the partners. They invested heavily in All Access which is doing reasonably well, so that’s good. They are actually building up their properties in a direct to consumer model. The business won’t be as good as the old business but it’s durable.

    If Google Wants to Be a Big Player in TV They Will Be

    If Google wants to be a big player in traditional TV they will be. They haven’t invested yet in any meaningful way. I think it’s fascinating when we think about sports rights, which is one of the anchors to building out a business going forward, Facebook has hired the former head of Eurosport, Amazon has actually hired the former head of negotiations for Fox Sports. They are going to be big players when it comes to bidding for sports rights domestically in the next couple of years when big rights come up. That is a potential source of competition. Google could very well if they choose to be.

    But as a practical matter, the TV business has more players that are trying to use it. Amazon wants to make money from streaming video because they know that they get a better Prime customer, so that’s a totally different set of economics, so they’ll invest on an ongoing basis. For CBS if they keep building good content, keep delivering direct to consumer, they leverage regulation to favor retransmission consent rules or take advantage of them rather the business is durable. It’s just a melting iceberg.