The End of Advertising as we know it

posted May 3, 2012, 9:08 PM by Bruce P. D'Sena   [ updated May 3, 2012, 10:29 PM ]
In this intriguing paper, IBM describes how the next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. 

Four drivers (Attention, Creativity, Measurement and Advertising Inventory) are likely to emerge with the Industry evolving towards a common "Ad Marketplace" with self publishing syndication platforms and dynamic cross-channel events occurring.  To prepare for the implications, the advertising value chain will need to strategically redefine the way they approach consumer innovation, their business models, and the very design and infrastructure of the business itself.

Reminds me of another inspiring piece on quantifying history in general that was published by the Economist last year.