“The end of advertising as we know it”
From an IBM Institute for Business Value survey:
The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. Our research points to four evolving future scenarios – and the catalysts that will be driving them. Traditional advertising players – broadcasters, distributors and advertising agencies – may get squeezed unless they can successfully implement consumer, business model and business design innovation.
They cite attention (consumers are in control), creativity (user-generated cheap content), measurement (actually need to measure results now), and inventories (open ad exchanges like Google Adwords instead of the proprietary broadcast model) as the major drivers of change.
Essentially advertisers are going to pay more for fewer, better leads. Sounds like a better use of money to me. They surveyed 2,400 consumers and 80 advertising experts to gather the results of the survey. Not really a study, but more a reflection of the current perceptions of advertising.
