"The end of advertising as we know it" (again?)
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.
May 22, 2009
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2 comments:
Ah yes, the end of advertising. Adbusters has also predicted this (surprise!) in their latest:
http://www.adbusters.org/magazine/84/pop_nihilism_adverting_eats_itself.html
Successful brand advertising is all about building this connection with the consumer, most importantly establishing your business or your product as something which is a known quantity to them - something comforting which they can trust.
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