Advertising for the Future

Accenture Media and Entertainment

Facing the digital reality: the path to future high performance in advertising

Accenture Global Digital Advertising Study 2007

Three key takeaways from this survey:

1 The respondents agree unanimously that the advertising industry is facing a radical transformation — one that many participants are under-prepared for, in terms of its technological and cultural impact. 2 Those players already able to use technology to offer advanced customer interactivity, targeting and analytics are gaining real competitive differentiation. 3 Digital content and online business models have lowered barriers to entry, inviting new entrants and traditional entrants to compete for advertising dollars.

What your company must do now:

If you are a traditional media company — digitize all relevant and compelling advertising and content to sell on online, TV, IPTV, and emerging wireless platforms to drive revenue — and look to build, partner or buy end-to-end digital advertising systems to enable this. If you are a telecommunications, cable, or satellite company — use your emerging platforms — such as video on demand (VoD), digital video recorders (DVRs), and T-commerce (television-commerce) — to increase revenue by building advanced advertising products across all three screens, and leveraging the interactive capabilities of IP-based solutions. If you are a new media company — build, partner or buy systems (sales, reporting, delivery) to support products across three screens and to deliver targeted advertising in privacy-compliant ways. If you are a marketer — escalate your integrated marketing and advertising initiatives across three screens, keeping a critical eye on performance metrics. If you are a technology company — focus on developing front-end and back-end systems specific to each medium’s unique needs.

Accenture Global Digital Advertising Study

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These are the headline messages from the Accenture Global Digital Advertising...