Accenture Reports on Digital Advertising

Accenture has published brief results of a survey on Digital Advertising in two parts at the following link. There were only a few results published, including:

• 79 percent say that advertising will become more performance based.
• 87 percent say that analytics will become more accurate and more critical to the business.
• 97 percent say that advertising relationships with customers will become more interactive.
• 52 percent of DVR users skip all ads and 36 percent skip most ads.

None of these results is surprising, but it is interesting to see them confirmed. The reports give some of the background behind these numbers.