Traditional Advertising Must Shift to Targeted Niche Segments

A new report from IBM predicts major revenue declines to traditional advertising players if they don’t quickly shift their strategies.

“To survive in this new reality, broadcasters must change their mass audience mind-set to cater to niche consumer segments, and distributors need to deliver targeted, interactive advertising for a range of multimedia devices. Advertising agencies must experiment creatively, become brokers of consumer insights, and guide allocation of advertising dollars amid exploding choices. All players must adapt to a world where advertising inventory is increasingly bought and sold in open exchanges vs. traditional channels.”