The World: New York - Media companies to lose ad revenue to online

About 30 per cent of the ad revenue currently running through traditional media companies will shift to online operations such as Yahoo! and Google within five years, according to a report from IBM Global Business Services.

The shift could involve business worth billions of dollars, Saul Berman, a co-author of the report called The End of Advertising As We Know It, said.

Two-thirds of the 80 industry executives polled for the survey said they expected 20 per cent of today's ad revenue to move away from media channels with rates based on the number of impressions to those that are tied to actions, such as ad click-throughs.

Industry commentators said that although IBM's conclusions were nothing new, the size and speed of the shift was astonishing.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content