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IBM Predicts the End of Advertising as We Know It

Posted by: Flemming Madsen  •   Wednesday, November 14, 2007   •   Category:   •   Tags:  Advertising

Last week, IBM released a report that forecasts “greater disruption for the advertising industry in the next 5 years than occurred in the previous 50”.

The report is really, really interesting – mostly because it is so thorough and comprehensive. I strongly recommend reading it.

Read a summary and download the full report here

I am very interested in hearing your comments/reactions to the report.
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Comments  2

  • Anonymous 22 Feb

    Brilliant!
    Enthusiastic!
    Good luck!

    On the other hand didn't IBM come out with 'Web Fountain'?

    In my limited experience text is not a story, nor does it represent a process, software, brand or the importance of a measure--but you already know this.

    I would think that you should use the strategy of the tools sellers in the stock market space, you know these as well. After all there is always another tool that will do better than the one that lost the investor money on the last trade.

    Back to the stock market, its the market makers that make the profits. The brokers collect commissions for enticing the sheep and the tool makers that give the sheep courage.

    Good luck with it, I'm sure you'll do well.

    Cheers,
    Nick

  • Sam Ashken 22 Feb

    Not a bad read, I would say Fleming. But, as with other docs on the comms industry written by management consultants which I've read, there is a tendency to assume use of new technology equates to new behaviour, when more often technology simply empowers an existing behaviour in a new environment. Eg:

    - (on your area)"We also see evidence of consumers becoming trusted influencers. When asked how they had found content on UGC sites such as YouTube, 32 percent said they followed recommendations from friends." Knock me down with a feather! Friends talking to each other about content, making suggestions and these suggestions being heeded. Revolutionary! Or:

    - "... the era of truly interactive, experience-based advertising is coming. For example in 3D virtual worlds..." Experiential, interactive advertising is not as new as the authors seem to think. In the automotive sector for instance, the format is known as a "car showroom".
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