IBM Predicts the End of Advertising as We Know It

In a new report, IBM Global Business Services forecasts a "greater disruption for the advertising industry in the next five years than occurred in the previous 50."

The report contains detailed recommendations for broadcasters, distributors and advertising agencies.

The report indicates by 2012, the landscape of the industry will change so profoundly that to survive, advertising industry players need to take aggressive steps to innovate in three key areas:

  • Consumers: making micro-segmentation and personalization paramount in marketing;
  • Business models: how and where advertising inventory is sold, the structure and forms of partnerships, revenue models and advertising formats;
  • Business design and infrastructure: All players need to redesign organizational and operating capabilities across the advertising lifecycle to support consumer and business model innovation: consumer analytics, channel planning, buying/selling, creation, delivery and impact reporting.
The complete report can be found here »

Posted by Super on November 10, 2007 at 05:07 PM in General | Permalink

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