An IBM study is predicting the end of advertising as we know it. It floors me that IBM has an Institute for Business Value that probably used a six-figure budget to tell us things we already knew. 18-24-year old use iTunes? Duh. The traditional ad agency is a dying breed? Of course. We’ve been predicting that traditional advertising agencies have been declining for years. That’s why boutique ad agencies and tech-savvy marketing firms are thriving.
I will give them that the scenarios make the report more interesting especially for folks outside of ad agencies. It’s worth a quick read even if just for the pretty graphs.
