A new report from IBM suggests media are losing touch with digital consumers and need urgent change to satisfy advertisers and the agencies representing them.
The report, a survey of 2,800 consumers worldwide, says the rise of social media has particularly created a gulf between what producers provide and the audience expects. It says media need to be able to provide finer geo-targeting and return-on-investment measurement, among other things.
The report suggests digital advertising will grow, but advertising dissatisfaction will follow if changes aren't made.
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