The end of advertising as we know it

Traditional advertising players - broadcasters, distributors and advertising agencies – will need innovative new approaches to respond to major industry shifts underway.

Report summary: 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.

To read the full report, download the PDF file.

About the authors:

• Saul BermanSaul Berman - Global Media and Entertainment Strategy Leader, IBM Global Business Services
• Bill BattinoBill Battino - Communications Sector Managing Partner, IBM Global Business Services
• Louisa ShipnuckLouisa Shipnuck - Global Business Development Executive
• Andreas NeusAndreas Neus - Managing Consultant, Communications Strategy and Change Practice, IBM Global Business Services