Sonntag, November 11, 2007

New IBM Study: The End of Advertising as We Know It

Bill Battino, Saul J. Berman, Andreas Neus and Louise Shipnuck authored IBM Global Business Services new Business Value study

The End of Advertising as We Know It

on the future of advertising and the kind of changes advertisers and media have to deal with sooner than later!

O.K., if you are awake and care about your business, none of the 'challenges' the report describes should be new to you, but the radicalness and speed of this changes should alert you even more, make you a demolitionist on your business rules and procedures and what you learned and preach today .

IBM Predictions are based on a global surveys of more than 2,400 consumers and 80 advertising experts. According to the report four change drivers will shifting and reallocate control

- control of attention
- creativity
- measurement and
- advertising inventories

From the Summary:
Imagine an advertising world where…

- spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles
- a significant share of ad space is sold through auctions and exchanges
- Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.”
- Consumers self-select which ads they watch and share preferred ads with peers
- User-generated advertising is as prevalent (and appealing) as agency-created spots


But, advertising is not going away, as you can see from

IBM’s new global advertising forecast by categories

Get the complete Study (PDF)

or the Executive Summary (PDF)