IBM released an interesting new report earlier this week that predicts the end of advertising as we know it within 5 years. The report is very interesting, particularly for anyone working in an advertising related business. A lot of it states what many of us already know, but it doesn’t hurt to have this validated in writing.
To quote IBM:
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.
Welcome in the 2.0-world!