Here come the "Advertelcos"

Over the past few years we have witnessed the arrival of more protocols, standards, new technology and media than over the ten years proceeding. Before that the general public used to enjoy Information Technology in front of their green screens and client server Windows screens at work and then read press and watch TV at home.

Back when digital was still just zeros and ones it was handled by the “propeller heads” in IT and people were obstructed from the workings that went on behind the scenes. Now look at us, we have devices that are as big as your wallet that have more information in them and power then the IBM/Honeywell system that ran Qantas in the 70’s.

As technology advances and people embrace it there opens up tremendous opportunities for advertisers that have been witnessed over the past couple of years with a shift in spending to new media. The two big contenders in the space are Internet and mobile where instead of media giants owning the medium its telecommunication carriers.

All new media opportunities should be considered as “through-the-line” and not treated as a separate spend. New media works across all mediums and therefore it is important that Ad agencies truly understand the technology capability that needs to integrate with both above and below-the-line mediums.

With the already operating media arm of Sensis, MediaSmart and Telstra’s new media play with the Justin Milne led Media division it certainly looks like they are looking for new revenue channels as the price of traditional carriage heads south and moves to either an “all-you-can-eat” or “capped & shaped” service. “Protect the deck” at all costs I can still hear the carriers say!

As traditional agencies and digital houses start melding technological prowess with creative intuition they will need tech skills and if there is already a shortage of skilled people in new media where are the people going to come from? Are the Telco’s going to start poaching Ad people or are agencies going to attract tech people? Nick Law, Chief Creative Officer at R/GA in New York flagged this dilemma last November at the Digital Marketing & Media Summit held in Melbourne, it will be interesting to watch unfold.