Rob van den Dam, European Telecommunications Leader for the IBM Institute for Business Value, argues that the traditional TV advertising model (centrally scheduled programmes delivering real-time advertising to a large, undifferentiated passive audience) is becoming unsustainable, and that the solution lies in internet protocol television (iPTV) and advertising on mobile devices.
The end of advertising as we know it?
Rob van den Dam
New technology is disrupting traditional advertising; in its place new forms of advertising are evolving. The IBM Institute for Business Value has unveiled a report in which revenues from in-game, mobile,...