Devoted to online marketing, viral marketing, and web marketing

A report from IBM Global Business Services called "The End of Advertising as We Know It," says that there will be more changes over the next five years than have happened over the last 50 in the industry.

In what must be a major concern to traditional media companies, online open advertising exchanges like used by AOL (TWX), Yahoo (YHOO) and Google (GOOG), will get about 30 percent of current revenue being generated by traditional media over the next five years, said over half of the ad professionals polled in the survey.

Between 10 percent to over 25 percent of those surveyed also believed there will be a major shift away from the 30-second ad spot over the next five years as well.

IBM (IBM) itself says that they're planning on moving about 30 percent of their ad spend from traditional agencies to online ad exchanges within the next five years.

The study concludes that those companies that are willing to change their mass audience way of thinking to starting to focus on niche consumer segments, while also delivering targeted, interactive advertising will be in a strong marketing position in contrast to their competitors. This will include traditional and new media companies.

The new advertising landscape will also continue to move toward open exchanges versus the traditional channels companies have been used to.

While most media companies and businesses understand we're in a new multi-channel world, and new business models will have to be developed as a result, many still think in terms of scale instead of segments. Until that mindset is abandoned, it's going to be hard to creatively go forward because everything is filtered through the wrong idea of mass audiences.

The survey finds that there are four key change drivers that are affecting the balance power in the industry: control of attention, creativity, measurement, and advertising inventories. With consumers also increasingly gaining their own control of content, whether they are filtering, consuming, interacting or distributing it, those companies best able to interact and serve these areas of control will win over the long run.