The End of Advertising As We Know It

The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers, and ever-evolving technologies are redefining how advertising is sold, created, consumed, and tracked. Our research points to four evolving future scenarios, and the catalysts that will be driving them. Traditional advertising players — broadcasters, distributors, and advertising agencies — may get squeezed unless they can successfully implement consumer, business model and business design innovation.