Techcrunch has posted about an interesting report from IBM on how advertising is radically changing. For me, the juice out of the entire post and report are the following changes in modern day advertising market, which I would like to call as a 10x Change in Andy Grove’s terminology:

1. Consumers (viewers) now have greater control through option to filter, interact or consume advertisements
2. Sponsors demand different ways to measure effectiveness of advertisement and different payment models exist
3. Online advertising is a low-cost game thus new professionals competing with agencies
4. Smaller publishers and broadcasters are also trying to earn their bread from this model

I beleive a few years down the line and we would look at the current (or rather already past!) advertising scene and think of it as primitive age advertising!

Techcrunch post is at http://www.techcrunch.com/2007/11/10/ibm-the-end-of-advertising-as-we-know-it/

IBM report is at http://www-03.ibm.com/industries/media/doc/content/bin/media_ibv_advertisingv2.pdf.