IBM clearly spent a lot of time and effort polling 2,400 consumers and 80 advertising experts to come up with its report on the future of advertising. I suppose it comes as no surprise that there is really nothing new in what they are forecasting. The gist of it could have been written at least five years ago for some key points and ten years ago for most of the rest.

And they have the cheek to call the paper ‘The end of advertising as we know it’.

Here’s a taster from their press release:

Imagine an advertising world where… spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.

If you want to bore yourself with the rest, download the full 25 page pdf report here. To be fair there are a handful of nice charts and factlets in there you could borrow for your next presentation.