New technology is disrupting traditional advertising. In its place new forms of advertising are evolving. Advertising spending in emerging online channels is growing fast. At the 2007 3GSM World Congress, the IBM Institute for Business Value unveiled “A Future in Content(ion).” The report predicted that revenues from in-game, mobile, online and interactive TV promotions will reach $60 billion a year — or 45 percent of the digital content market — by 2010.

The emerging advertising channels leave marketers licking their chops. Marketers want more effective ways to optimize their expenditure. This new ad space allows them to target their ads in a highly personal way. The more growth that the targeted personal ad market sees, the less money is available for traditional advertising.

Everyone is fighting for the new media advertising revenue, and telcos are beginning to realize that advertising can become an important source of revenue — an irresistible opportunity.

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