Accenture has issued Part 4 of its Digital Advertising Study. This part of the study focuses on how digital advertising will change the advertising value chain.
Accenture's study shows that 49 percent of those surveyed believed that digital medial will become the primary form of programming and advertising content within five years. Accenture believes that new digital media are set to undermine the current TV based structure in the next few years by turning advertising into a two-way interactive experience for each consumer, and by ruthlessly highlighting the real performance and returns generated by campaigns
The study also shows that 75 percent of the respondents believe that the advertising agencies and the broadcasters have the most to lose in this transition. Accenture believes that those most at risk are the companies that do not embrace the new technologies and business models.
This is an interesting series of reports that highlight what the Telco IPTV industry must do in order to reach its full potential.
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