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

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.