Paul Howell
Nov 22, 2011

CAMPAIGN TV: Ogilvy's digital head on technology changes in 2012

ASIA-PACIFIC - In the first of a four-part series exploring Asia's media industry at the close of 2011, Barney Loehnis, head of digital for Ogilvy & Mather in Asia-Pacific, says the year has been one of important, but largely invisible technological change.

wide player in 16:9 format. Used on article page for Campaign.

He tells Campaign TV that 2011 lacked the "iPhone moment" that clearly defined the technological change of previous years in digital development. "(There wasn't) that launch of a piece of technology that just really opened people's eyes up to a whole new world," he said.

But that doesn't mean developers have been sitting idle. Rather, Loehnis says 2011 has been focused on further developing and improving the devices and innovations that have already been in play. "It's about extending battery life of devices (and) broadening bandwidth," he said. "It's clever but mainly invisible consolidation of the backend technology."

This is likely to continue in to 2012, when advertisers, media, and developers will further develop systems to get the best out of present technology.

In particular, Loehnis cites the development of media exchanges as one of the "hot topics" of technology going forward in to the new year. "Businesses (are) learning how to better leverage real time data - the magic that's happening behind the scenes."

On the movement of many media content providers to install paywalls, Loehnis is in two minds. While he supports the idea of businesses finding those audiences that are willing to pay for content, he says that money should be reinvested in creating "extraordinary" content for those subscribers. At the same time, he warns against digital media channels becoming "too niche", shutting out potential audiences. "(They) lose the opportunity to build their brand and reputation among the masses," he said.

The Changing Media Landscape series of Campaign TV will continue on Thursday December 1.

 

Source:
Campaign Asia

Related Articles

Just Published

1 hour ago

WPP strengthens Indian roots with new Chennai campus

This is the company’s third campus in the country, after Mumbai and Gurgaon, with plans to add similar facilities in Bangalore and Coimbatore over the coming years.

12 hours ago

Havas warns of ‘reputational’ risk from fossil-fuel ...

The Vivendi-owned agency group made the disclosure in its stock market prospectus.

12 hours ago

MediaSense buys R3 as it eyes global client ...

Combined business will work for brands who spend more than $60 billion on marketing and media investment.

19 hours ago

40 Under 40 2024: Hai Anh Vu, Publicis Media

Vu’s rapid and assured changes upon joining Publicis resulted in positive transformation across business and talent in just two years.