Tech.Luver writes: "IBM Global Business Services unveiled its new report, "The End of Advertising as We Know It," forecasting greater disruption for the advertising industry in the next five years than occurred in the previous 50. To examine the factors influencing advertising and explore future scenarios, IBM surveyed more than 2,400 consumers and 80 advertising executives globally. Traditional advertising players risk major revenue declines as budgets shift rapidly to new, interactive formats, which are expected to grow at nearly five times that of traditional advertising. 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. ( http://techluver.com/2007/11/09/ibm-predicts-the-end-of-advertising-as-we-know-it/ )"