IBM Study: Media Companies Falling Behind in Digital Space

By Mansha Daswani
Published: March 24, 2009

NEW YORK: A new study from IBM reveals a “growing rift” between advertisers, consumers and content owners, as media companies “struggle to keep pace with” new demands from tech-savvy viewers and marketers.

The study, which surveyed 2,800 consumers in six continents, as well as ad industry professionals worldwide, states that “media companies are falling behind in meeting the growing expectations of digital savvy consumers and the advertisers looking to reach them,” and points to a “growing rift between advertisers and content owners, media distributors and agencies.”

IBM is calling on content owners to “fundamentally” change the way they deliver information to audiences. Saul Berman, IBM’s global leader for strategy and change consulting services, and co-author of the new study, states: “To succeed—especially in the current economic environment—media companies will need to develop a new set of capabilities to support the industry’s evolving demands which include micro targeting, real-time ROI measurement and cross-platform integration. Now is the time for companies to move quickly to become more effective with their assets and build for the future.”

Beyond Advertising: Choosing a Strategic Path to the Digital Consumer cites four key trends in the media business today: consumer adoption of new distribution formats, a shift in advertising spend, digital migration of platforms and the emergence of new capabilities due to moves by new entrants and existing players. 

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