From today's AdWeek:
"About 30 percent of the advertising revenue now resting in the coffers of traditional media companies will shift to online ad exchanges like Yahoo! and Google in the next five years, according to a new report from IBM Global Business Services."
Indeed, IBM concludes that "as the advertising value chain reconfigures, broadcasters, advertising agencies and media distributors in particular will need to make a number of 'no regret' moves" in key areas such as how to better connect with consumers in a multi-channel world and how to create new business models.
"There is no question that the future of advertising will look radically different from the past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power," per the report summary. "For both incumbent and new players, it is imperative to plan for multiple consumer futures, craft agile strategies and build new capabilities before advertising as we know it disappears."
But that's only part of the story. The other part is the shift from traditional media to social media: We talked already about SNCR/Jaffe study claiming that by 2013 advertisers and marketers will be expected to spend more on conversational media than on advertising through traditional media.
An earlier study by Prospero reported that 88% of businesses expected to increase Social Media Spending in 2008.
More signs are pointing into one direction. Let's make sure we support this shift with big ideas and small ideas.