Imagine an advertising world where… spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.
Based on IBM global surveys of more than 2,400 consumers and 80 advertising experts, we see four change drivers shifting control within the industry.
To read an overview of this study, download the PDF file at the bottom of this page.
About the authors
Dr. Saul J. Berman
Dr. Saul J. Berman, Global Strategy Leader, Media and Entertainment Industry, IBM Global Business Services
Bill Battino
Bill Battino, Communications Sector Managing Partner, IBM Global Business Services
Louisa Shipnuck
Louisa Shipnuck, Global Business Development Executive, IBM Media and Entertainment Industry
Andreas Neus
Andreas Neus, Managing Consultant, Communications Strategy and Change, IBM Global Business Services
