The end of the current ad model IBM GS report
Best IBM in consulting services from IBM Global Services, stimulating title of the report is raised. End of Advertising as We Know It, about the end of the current contents of the advertising model.
The new budget is advertising, interactive media is rapidly shifting from the traditional advertising media is more than five times the growth rate is expected to be in Japan, traditional advertising companies are drastically cut in income In danger. This new things to survive, the mass media "Mass" targeted to abandon the position that the presence of a variety of niche consumers must learn to appeal to all. Ads delivered by a variety of multimedia devices using dialogue appropriately to target specific ads can not drop back to the government. It's highly experimental advertising agency with the skills and creativity, a deep insight into the psychology of consumers, the explosive increase in the budgetary allocation to the appropriate choices need to find. Advertising officials are all the traditional advertising model for an open process from the sale must be to accept advertising model.
This report is the relative strength of the advertising industry to fundamentally change one's attention to four factors. In other words, attention control, creativity and determination of the effect of the change in the field of four medium for advertising. Attention shifted to consumers, Internet usage time is getting close to time television audience that clear. Consumers have come to a halt CM-time audience will be bored with the opening of the associated advertising content, including the viewing experience, how to filter, delivery and dialogue with any aspect of his own initiative Thus exert a strong market. According to research by IBM, DVD recorders, the owner of more than 50 percent after the program to record after playing to the audience while the traditional TV CM still can not be online. According to the survey, 40 percent of viewers of online video ads in "any other format compared to the most offensive" and the answer. Semi-professional and amateur creators of their own is very low cost to other programs, which are increasingly threaten to conventional production in the world. Meanwhile, the broadcast media has a role in the creative side, they diversify. Advertisers advertising industry, advertising a variety of platforms for individual consumers and show reaction to measure and report on further strengthening the accountability has been seeking. Traditional advertising channels and the exclusive practice of selling ads, advertisers, "self-service ad" is taking the place of growing.
TechCrunch Japanese Archive »IBM-" the end of the current advertising model "of the law
The report was here.
Is four points.
- Broadcasters, the future for the masses, not from consumer niche layer should be the creation of programs to meet
- Distributors will continue to be more targeted and interactive advertising in a variety of multimedia equipment should be through
- Advertising agency and the consumer recognition of the explosive increase in the cost of advertising options exist and should be to assign a broker -
- All parties involved in the ads, traditional advertising is not through middlemen in the world expected to have an open spear TORISARERU
The only point of collapse and the previous reading the contents of CM似たりよったりTV sensation, but one year since the publication of that book a few months after that. IBM will not have to go, so I wrote a report later read, let's take it easy.
CM collapse of the end of television advertising and mass marketing began to move 2.0
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