DIGITAL PEOPLE - ARI KLINGER

Name: Ari Klinger

Works: OMG.com.au

Job Title: CEO

1.  How, where and when did the digital industry find you?

I started working in online back in 1998, when I established Right Click Capital, with my business partner Ben Chong.  We've started several online businesses. Our first business was an online mobile phone retailer. We were trailblazing at the time, experimenting with interactive banner ads, affiliate marketing and building white label sites. These were all very new, unproven concepts 11 years ago. From there I learnt a lot about what works and doesn't work in online marketing, and went on to focus my efforts in the USA from about 2002 onwards. In 2006, I sold one of my businesses to Photon Group, and spent most of 2007 living in San Francisco, before deciding to move back to Australia in early 2008 to help put together OMG.

2.  What is your current role and what do you actually do?

I'm CEO of OMG (Online Marketing Group).  We are the largest owner of premium generic domain names in Australia (we have over 30 000) and are building out our domain portfolio in to websites. We've partnered with Fairfax Digital and Edge Custom Publishing on content, so we have millions of articles to help get us started.

Most of the time I'm focused on strategy, managing key relationships and building our team.

3.  If you could have any job, what would it be (can be in and/or outside the industry)?

If I could have any job... well one of my dreams has always been to travel the world as a DJ/music producer, but I'm a far cry from realizing that dream at the moment (given the rewarding, fun and exciting  opportunities I'm working on at OMG, I only usually get to spend a night every week or two in the studio).

To be honest (and I know this might sound clichéd) but I am actually loving my current role, I wouldn't swap it for anything at the moment. We've got the opportunity to build out 30 000 sites, and pretty much were given a blank sheet to start with. It means we are always coming up against new challenges to break through and opportunities to explore, because no one has ever done this scale of development before in Australia.

I'm also lucky enough to have an amazing support network that helps keep everyone focused, and makes my job a lot of fun. Siimon Reynolds is our Chairman, our largest investor is Fairfax Digital, so we have Jack Matthews and Dale McCarthy on our board. It's been a tremendous learning experience working with them, our other co-founders and the rest of the OMG team.

4.  Take a punt on the 'next big thing' in digital?

Internet everywhere. People have been talking about it for the last 10 years, but I think it's actually happening. Netbook sales are taking off and mobile internet is finally starting to become a reality. Last year in Australia, the iPhone was a game changer. I think 2010 is the year of Android.

5.  Where do you see the digital industry in the next 5 years? (any forecasts and challenges)

Well, even with the government's plans for the NBN, we are still behind the US and Asia in a number of areas. In Australia, people are looking to get their digital fix through a variety of channels, whether it is through computers, mobile devices, or soon IPTV. If you look at the US, you can generally get a feel for what is "coming soon" to Australia.

The biggest thing I've seen (and it's getting bigger and bigger), which is relevant for pretty much all channels, is niching. Where portals were all the craze in the early days of the internet, no one site or business has all the answers (not even Wikipedia J) People expect to be able to go to a search engine or type in a domain name, and be able to get the information they are after. People aren't just going to one site to get everything any more.

6.  How do you see other media evolving in the next 5 years?  

Well I'm an internet junkie, so I've got a pretty strong point of view. Internet is here to stay, whether people are accessing through computer, mobile or embedded devices. Given the level of accountability, and responsiveness, other forms of media are going to have to adapt or lose advertising dollars. As I mentioned earlier, I see niching as the future. It's much easier (and cheaper) to deliver an online niche (targeted) experience than through other channels (print, radio, tv etc).

Search has evolved as one of the core drivers of consumer behaviour on the internet. Using search engines such as Google, people are able to find highly relevant information, quickly and efficiently. Users generally trust Google, and trust their results. Other forms of media are going to have to find a way to tightly integrate with online, or look at charging a premium for their product.

7.  Where do you see the digital industry going in the next 12 months? (particularly in light of the evolving financial situation)

I think people are getting sick of doom and gloom. Generally businesses are looking to get a better ROI on their marketing spend, and I think it's become quite self evident that online can really deliver for big and small business. Publishers and online advertising networks are being held more accountable for their quality of traffic, which I think is a healthy evolution of the industry in Australia (it's been this way in the US for the last 5+ years...).

8.  What tips can you give to aspiring web entrepreneurs?

Work out how to get the traffic / visitors first, and everything else second. Too many people have the "build it and they will come" approach.

Another thought, make sure to build a basic proof of concept first, before launching your great new idea. Either get it done locally, or try an overseas solution like Remote Staff or Elance, where you can get things built cheaply, and then put together an advisory board, to help you take things to the next stage.

Both of these ideas have helped me a lot in the past.

9.  Where do you get your industry information from?

A variety of sources, I have quite a few peers that I get updates from regularly. I'm an avid reader of blogs (mostly US based) and live on netvibes... I also get a lot of input from Fairfax Digital.

10.  What industry groups or networks are you a part of?

I'm not really part of any industry related groups, but I have been a member of the Entrepreneurs' Organization for a few years, which has been a very rewarding experience, both professionally and personally.

Otherwise, I usually network online. You can find me at @ariklinger on Twitter and Linked In.

Know anyone you would like to see profiled on Digital People - or have any other comments? Please email me at denise@consultds.com.au or phone: 0424 100 325

Till next time!