The tech: agency nexus
Technology is becoming more important to the way media agencies work, it’s transforming what is possible in terms of delivery and execution and as such it is also requiring them to develop wholly new skillsets to effectively avail of the opportunities that now exist.
Agencies can no longer confine technology to the IT department, as we enter the age of addressable advertising, it has to become the backbone of everything they do.
Agencies need technology – either proprietary or white label – to deliver the smart targeting and the efficient and effective advertising that digital media allows.
In 2012 digital knowledge needs to exist in a shared space rather than be confined to the ‘digital department’, it has to be understood right through the agency. So expect to see some very senior agency people popping up in surprising places.
At September’s annual German techfest – Dmexco – the speaker line up includes not just the big names from Facebook and Amazon but also Steve King from ZenithOptimedia, Maria Luisa Francoli from MPG and Jack Klues from Vivaki.
The need to evolve the skillset also applies to the technology providers – like Videology – that want to provide agencies with their addressable backbone. We can’t simply be great at coding and software development, we need to invest in developing the necessary client facing skills to enable us to understand the deep needs of agencies.
Future media agency profitability will increasingly be driven by senior management’s ability to understand how modern digitised media will deliver better results for clients and therefore better business performance.
To really take advantage they will need to be able to get under the skin of the technology that will power their agency. Smart strategy, great insight and client handling will, of course, still be important but understanding technology will be key.