IBM Study Confirms Shift to Online Advertising
As explained by Andrew McMains in Adweek, IBM Global Business Services estimates that around 30% of the advertising revenue that is currently cleared by traditional media companies will be in the hands of online ad networks within the next five years.
Saul Berman, co-author of the IBM report, anticipates such a move will involve billions of dollars. Two-thirds of the ad exec polled also believe that 20% of ad revenue will be transferred to action-based situations, such as click-throughs on web sites.
The study was conducted through interviews with executives and a questionnaire that reached 2,400 consumers.
Though this is of no surprise to most of us, the numbers are certainly striking. A 30% shift in five years towards online advertising would certainly represent a bigger change in advertising than has happened in the entirety of the last 50 years, according to IBM.
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