IBM-study: "The end of advertising as we know it"
Straight from Adweek: "About 30 percent of the advertising revenue now resting in the coffers of traditional media companies will shift to online ad exchanges like Yahoo! and Google in the next five years, according to a new report from IBM Global Business Services. More than half of the 80 industry executives IBM polled for its survey anticipate a shift of this magnitude, which would involve billions of dollars, said Saul Berman, a co-author of the report, "The End of Advertising as We Know It." What's more, two-thirds of the execs expect 20 percent of today's ad revenue to shift from media channels with rates based on numbers of impressions to those that are tied to actions, such as click-throughs on Web ads. YOU CAN DOWNLOAD THE 28 PAGES REPORT HERE IBM - The end of advertising as we know it.
Comments
De studie van IBM is ongelooflijk boeiend (en onwaarschijnlijk degelijk, zeker voor een vrij beschikbare paper !). Het is een beetje erg kort door de bocht om er alleen uit te pikken dat 30% van de reclamegelden straks naar online zullen gedraineerd worden. IBM's paper geeft een hòòp denkvoer voor alle spelers in de reclamemarkt : de adverteerders, de media-platformen en de creatieve en media-bureua's. Ze hebben allemaal een vette kluif op hun bord liggen !
Voor wie het toch niet helemaal wil lezen (groot ongelijk, overigens !) : ik maakte er een samenvatting op mijn blog.
Het commentaar van Ylia Vedrashko op zijn blog is anders redelijk vernietigend : "Anything that starts with "the end of..." reeks of too much sensationalism. "As we know it?" Who "we"? IBM? Ad agency CEOs? Consumers? Bloggers? Then you get all the usual buzzwords: accountability, fragmentation, declining TV viewership (but here's a graph that shows TV viewing time has been steadily increasing over the past 50+ years, and steeply so after the year 2000), and disruption. I guess what I'm trying to say is that it would've made a great report had it been written in 1995, but now it's like that consulting joke about them taking your watch and telling you what time it is. Want to know what advertising will be like in the future? Ask someone who pays a lot of money for advertising now, like a P&G CMO. The future of advertising will be what they say it should be."