Geisenblog


“The End of Advertising as We Know It”
November 12, 2007, 6:24 am
Filed under: online advertising | Tags: , ,

IBM just released a new report describing their view of the direction advertising is heading.  I agree with Adverlab’s take; there is nothing new here.  People are spending more time online and they have DVRs?!  Shocking…

Overall the report contained pretty standard “everything is changing, all traditional (ie TV) media buyers are super fucked” predictions and data support.  One quote from the PR release stuck out like a sore thumb though.  Inexplicably wedged between two paragraphs offering explications of how we’re witnessing the end of an era is this:

Advertising remains integral to pop culture and continues to fund a significant portion of entertainment around the world. But it needs to morph into new formats and offer more intrinsic value to consumers, who will have more choices. The wealth of new advertising outlets means consumer analytics will have a more prominent role than ever regardless of where you reside in the value chain. Young people in particular have grown accustomed to not paying for content. Despite greater consumer control over content and advertising, we envision a world where consumers will continue to prefer to view advertising rather than pay for content directly.

Saul Berman, one of the authors of the report and “IBM Media & Entertainment Strategy and Change practice leader” (seriously) brought you this truly transcendent stuff.  I’m thinking this paragraph was thrown in to prevent the fine folks that handle TV upfront buys from immediately slitting their wrists after reading this report.  Let me see if I can decode what Mr. Berman’s actually saying here.

Advertising remains integral to pop culture and continues to fund a significant portion of entertainment around the world.

Advertising is still important, lots of money out there guys.  We said the “end of advertising as you know it,” not the end of advertising.  Chill out alright?

But it needs to morph into new formats and offer more intrinsic value to consumers, who will have more choices.

Whoa, forget what I just said.  We need to fucking change everything you crazy fucks.  Consumers want value not another face melting car commercial.  These people have choices for chrissakes!

The wealth of new advertising outlets means consumer analytics will have a more prominent role than ever regardless of where you reside in the value chain.

Guess what, it’s your mother fucking lucky day!   Consumer analytics, that’s what Big Blue’s all about bitches.  We’ll have a more prominent role regardless of whatever you might think about the value chain so break out the checkbook.

Young people in particular have grown accustomed to not paying for content.

Non-sequitar alert/news flash: kids these days are fucking freeloaders.

Despite greater consumer control over content and advertising, we envision a world where consumers will continue to prefer to view advertising rather than pay for content directly.

So.. forget what I said before about changing everything because the fact that kids are cheap assholes means that they’ll still sit through ridiculous :30 spots that lack any semblance of relevancy.

Thanks for clearing up this whole advertising thing IBM, we’d be lost without you.

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