I think Telstra is like an anchor dragging behind the forward moving infrastructure.

Well done Sally, I enjoyed the first episode, some great contributions made here by some very smart digital folk. Look out Gruen Transfer! Re the question this week. Digital Media consumption has grown dramatically in the last four years, and is already outperforming the traditional channels so clearly nothing is holding us back on the consumer side. It’s certainly not Telstra either. Where we have a problem is on the creation of great content and the development of empowering platforms for people to enjoy and use in their lives. which examples do you so your clients? I'm certain they are not local. Actually name three great digital pieces of work in the last 12 months that clients should review and learn from? Australian digital industry has spent the last four years locking down digital ad formats, sizes, and confusing clients with silly metrics expecting users to click from what they are doing to go to bigger ads. I think our challenge as a digital industry is to embrace a broadband culture, not pushing ad formats. We also need to stop the control thinking and ownership approach to capturing audience. We need to stop the cluttered ad placement approach and worse recommend to clients and brands they should be in such a cluttered space. We all know this is wrong and a short term game so let's make the change now into something that inspires and delivers for businesses and brands. Clearly consumers enjoy embracing a network approach, finding great unique content and so should we as an industry. Consumers are well ahead of us in collaborating to create an experience to enhance their lives. We need to start to develop some compelling content and develop empowering consumer platforms. If we don't start collaborating as a digital industry we risk Australian's finding these new digital experiences, products and entertainment off shore. Have a great weekend all! Adam Good Executive Director of Digital Innovation CLEMENGER GROUP Web: http://www.clemenger.com.au Blog: http://www.adamgood.net Twitter: http://www.twitter.com/adamgood

Suggest a Question: Would love to hear the groups' thoughts on where online ads are heading - especially with regards to the recent run of stats suggesting that people are watching TV whilst online.