The end of advertising as we know it?

1 10 2009

The IBM Institute for Business Value has a new study out suggesting that the traditional intrusive, one-to-many advertising model is dying, to be replaced by interactive, one-to-one ad formats. Executive summary here.ibmlogo-21

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.

As the pithy Lisa Hickey says, “Today, brands are judged by the quality of their conversation. Brands are people, and people are brands.”

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