SPOTLIGHT: Advertising set for revolution

It is not just the content industry undergoing big-game changes. Microsoft's $46.6 billion bid for Yahoo to compete in the new digital advertising world is perhaps the most obvious sign things are changing very fast down at Madison Avenue. According to a survey by IBM's strategy department, there are four main drivers predicted to underpin what will amount to a revolution over the next five years. The main drivers they have identified are:

• Increasing fragmentation calling on the attention of audiences;
• A shift in creativity away from agencies to user and client generated content;
• A swing from banner to impact based formats; and,
• The emergence of ad networks IBM expects to take around 30 percent of all advertising spend over the next five years. Report