Following my previous post on how it is going to be more and more challenging for media to keep their advertising revenue, IBM just published a study insisting on the "growing rift between advertisers and content owners, media distributors and agencies". (tx to Eric Scherer)
In Wordscreen.com, Mansha Daswani writes: "To succeed—especially in the current economic environment—media companies will need to develop a new set of capabilities to support the industry's evolving demands which include micro targeting, real-time ROI measurement and cross-platform integration." [...] "Advertisers are following consumers to new platforms; the study indicates that 63 percent of global CMOs expect to increase interactive/online marketing spend while 65 percent expect to decrease traditional advertising."
Full article
IBM report
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