IBM Global Business Services released it’s new report entitled "The End of Advertising as We Know It" in which it forecasts greater disruption for the ad industry in the next 5 years than in the previous 50.
The report is incredibly rich in both substance and fact and I would urge you to check it out here.
For those of you who read blogs so that folks like me do the heavy lifting for you, here are some highlights:
- Traditional ad players risk major revenue declines as budgets shift to new, interactive formats which are expected to grow at five times the rate of traditional advertising.
- Broadcasters need to change their mass audience mind set and deliver targeted ads across a range of multimedia devices.
Personal internet time is now rivaling TV time. Consumers are sick of interruption advertising and are ever more in control of how they interact, filter, distribute and consume their content and any ad messaging that might come with it.
Analytics will continue to play an ever increasing role in delivery, as our pals at Lotame will tell you.
I won’t go on any further, but the message is clear. Change is the only constant.
The writer’s strike is the harbinger of the crumbling of an unsustainable business model. iTunes and other music services were a harbinger of a sea change in the sales and distribution of music. The world is digital and that can be a scary prospect for analog players. You cannot unring the bell, however, so how are you going to respond?