Advertising will change more drastically in the next five years than in the previous five decades, according to the IBM Global Services report "The End of Advertising as We Know It."

Half of the 80 IBM executives surveyed agreed such a shift would occur.

Over 65 percent said that 20 percent of ad spending would move from media channels based on impressions to rates based on actions, for instance, click-through rates.

The company said that about 30 percent of its ad budget would migrate from traditional media agencies to online ad exchanges within five years.

IBM pointed out that the media industry should find out a way to connect more effectively with end users in a multi-channel world, and create new business models, eMarketer reported.

IBM surveyed 2,400 consumers worldwide online, and interviewed 80 of its own executives by phone or by person.