IBM Predicts the End of Advertising as We Know It
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.Labels: advertising
posted by Flemming Madsen @ Wednesday, November 14, 2007
1 comments
links to this post
1 Comments:
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".
Post a Comment
Links to this post:
Create a Link
<< Home