Global Business Services' new report, "The End of Advertising as We Know It" is predicting more change in the industry in the next five years than has occurred in the previous 50 years.
Big Blue surveyed more than 2,400 consumers and 80 advertising executives globally. It found that consumers are more self-reliant and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked.Traditional advertising companies are seeing major revenue declines as budgets shift rapidly to new, interactive formats. These are expected to grow at nearly five times that of traditional advertising.
Broadcasters in particular must change their mass audience mind-set to cater to niche consumer segments, and distributors need to deliver targeted, interactive advertising for a range of multimedia devices, the report warns.