The face of advertising is changing more rapidly than ever before and this trend is set to continue, according to a new report.

The survey, put together by IBM and dramatically entitled The End of Advertising as We Know It, claims that over the next five years personalised advertising and online campaigns will see a major change.

It is claimed that the adoption of digital services and new media is forcing advertisers to rethink the way they interact with their customer base and that targeted marketing is inevitably going to be the way forward.

Having interviewed a number of advertising executives, the report claims that respondents expect "significant dollar shifts" towards search marketing, internet protocol television and online video ads.

"Advertising industry incumbents could lose out entirely if they do not keep up with advertisers who are following their audiences into new channels," the report adds.

Earlier this month, a survey conducted by eMarketer predicted that online advertising in the US would exceed $21 billion (£10 billion) in 2007 and added this could double by 2011.

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