‘The End of Advertising as We Know It’
Whoa. Bombast from Big Blue. Who would have guessed it?
IBM Predicts the End of Advertising as We Know It. With a headline like that, who needs to read the full article.
Okay, I did. And I liked what I read. In a more formal way, it sounded familiar to this AdHack ear. Like-ah: what we’ve been saying, but more.
The report observes four change drivers tipping the advertising industry balance of power: control of attention, creativity, measurement, and advertising inventories…
...consumers’ attention has shifted, with personal Internet time rivaling TV time. Consumers have tired of interruption advertising, and are increasingly in control of how they interact, filter, distribute, and consume their content, and associated advertising messages…
...Amateurs and semi-professionals are increasingly creating low cost advertising content that threatens to bypass creative agencies…
...Self-service advertising exchanges are attracting revenues that were once exclusively sold through proprietary channels or transactions.
Overlooking the subtle pitch for IBM’s services (’IBM believes all players will need to invest heavily in consumer analytics and automation to gain more insights about the consumer and how to reach them.’ ) the report reads to me like a great validator from on high.
Sometimes it can get a little lonely out here. Not tilting-at-windmills lonely, just the sole sound of a lone voice. To hear the shifts we’ve based AdHack on reflected back to us from a blue chipper, warms the heart and gives us a happy addition to market context slide of our powerpoint presentation All About AdHack.
So Blue, we hear you.
