In a report titled “The End of Advertising as We Know It”, IBM has predicted significant changes for online advertising, forecasting “greater disruption for the advertising industry in the next five years than occurred in the previous 50.”
Of the 80 “advertising experts” surveyed, more than half expect open advertising exchanges to take 30 percent of current revenues commanded by traditional media in the next five years.
In addition, two thirds expect 20 percent of ad revenue to move away from impression-based sales, in favor of action-based within three years, says the report.
The report goes on to imply that the balance of power in the ad market may move away from the provider, and towards the consumer, with individuals gaining increased control of how and where they view advertising.
As the report states, “Traditional advertising players – broadcasters, distributors and advertising agencies – may get squeezed unless they can successfully implement consumer, business model and business design innovation.”
“Consumers are forcing marketers to experiment and make advertising more compelling, or risk being ignored.”
IBM also surveyed more than 2,400 consumers, with results suggesting that the public now spend more time at their PCs than they do in front of their TV sets. More than 70 percent of respondents claimed to use the Internet for more than two hours a day, compared with just 48 percent spending the equivalent time watching TV.
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