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Informe Ibm End of Advertisement as we know it
This document discusses how the advertising industry is undergoing significant changes driven by four factors: consumers gaining more control over their attention; the rise of user-generated and peer-delivered advertising content; demands for more individual-specific measurement of advertising impact; and new entrants making previously proprietary advertising inventory available on open exchanges. The document envisions four possible scenarios for the industry in 2012 based on these changes. It argues that traditional players like broadcasters, agencies and distributors will need to innovate in how they attract and engage consumers, change their business models, and adapt their organizational structures to succeed in the future advertising landscape.
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