IBM Report: “The End of Advertising as We Know It”

Podcasting News points to a report compiled by IBM with the scary title: “The End of Advertising as We Know It.” I’m not sure what IBM knows about the state of advertising but they surveyed more than 2,400 consumers and 89 ad execs globally.

The report from Big Blue forecasts “greater disruption for the advertising industry in the next five years than occurred in the previous 50.”

When I read stuff like this, I ask the men and women in our company (who sell a LOT of advertising) if they get a similar read and the answer is always, “Nope, everything is A-OK.” No changes on the horizon. Everything is hunky-dory.

Well, five years isn’t that long. We shall see what we shall see.

PS: Here’s one more graph from the report summary:

More than half of ad professionals polled by IBM expect that in the next five years open advertising exchanges (currently led by companies like Google, Yahoo, AOL) will take 30 percent of current revenues now commanded by traditional broadcasters and media. Nearly half of the advertising survey respondents anticipate a significant (greater than 10%) revenue shift away from the 30-second spot within the next five years, and almost 10 percent of respondents thought there would be a dramatic (greater than 25 percent) shift. Two-thirds of advertising experts surveyed by IBM expect 20 percent of advertising revenue to move from impression-based to impact-based formats within three years.

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