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| IBM report on the future of advertising: the end of advertising as we know it ... |
IBM Report on AdvertisingIBM Global Services has published an interesting report, titled "The end of advertising as we know it", which like the recently reviewed "Marketing Media & Ecosystem 2010" by Booz Allen & Hamilton (Outlined here) becomes mandatory reading for those interested in the world of advertising.
Basically, the conclusions of the study are those that we have been talking about for a long time, and those that led us to develop in the Instituto de Empresa the new Master in Digital Advertising and Communication of which I am Academic Director and that begins in February: that the world Of advertising is set to change as much in the next five years as in the previous fifty. Changes that affect attention, creative possibilities, the validity of metrics, the inventory of advertising available and, above all, the control and attitude on the part of the clients.
The report has a mixed methodology of survey and focus group, and highlights the progressive importance of interactive advertising, from the application of advertising to micromarkets and segmentations that reach the individual, multichannel and mobility, new creative formats And their interaction with the creations of the consumers themselves, etc. A truly interesting report that comes to reaffirm many of the conclusions and analyzes that many have been advancing for quite some time.
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