IBM Says Advertising World To Change

Michael Gass over at Fuel lines in his article IBM Study: The end of advertising as we know it says that IBM is predicting a massive change in the advertising world. Gass says,

Based on IBM global surveys there are four change drivers shifting control within the ad industry

1. Attention – Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.

2. Creativity – Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content.

3. Measurement – Advertisers are demanding more individual-specific and involvement- based measurements, putting pressure on the traditional mass-market model.

4. Advertising inventories – Will be bought and sold through efficient exchanges, bypassing traditional intermediaries.

I think he’s pretty well on the mark. Where do you see advertising going in the near future? In the long term?