IBM: Reports of the death of advertising are spot on
12/11/07 BY Jonathan Callcut
See the hefty report from the chaps at IBM Global Services.
Apparently, the interweb is disrupting all traditional ad models. Great to see the big guns putting their weight behind this. There’s not much in the way of new ideas in here, but it’s a large survey of important industry types, so it paints a very broad picture.
Aside from the web splitting a media spend into lots of little pieces, we’ve been focusing lots of recent discussions with operators and broadcasters on what happens when you start to deliver other services ‘over the top’ of normal IPTV programming.
The web, of course, let’s you do this – for example, run an IM session amongst friends alongside The West Wing (or the Tellytubbies). Now, what if this ‘atomized’ viewing experience were to be shot through with ads, perhaps on a content-contextual basis? Great news for marketers – but bad news in the sense that here’s another channel to get their heads around.
Anyways, we’re convinced it’s the way of the near-future. And we’ll be writing more on the subject soon.
