What’s in store for the ad world in 2019?
Creative leaders share their big predictions for the new year
2018 has been a year of massive changes in creative advertising. From large-scale mergers to a shift away from digital giants like Google and Facebook as their once robust image of wide reach & scale took a beating because of measurement errors and brand safety scandals. We also watched TV join the ranks of digital-only companies in audience-targeting capabilities and affordability. And you bet, 2019 won’t be any different. So we asked creative leaders to share their big predictions for 2019. Here’s what they have to say.
Amer Jaleel – Group CCO & Chairman, MullenLowe Lintas Group
I think brands and marketers will become a bit more circumspect about the go-to device of 2017 and 2018– long-format brand video. I think everyone has rushed in excited by the obvious fame gains of this format, mostly getting attracted by the media opportunities that came their way in the form of Mother’s Day or Father’s Day, et al. I think most have not evaluated what these opportunities mean to their brands, many have not stopped to consider how to customise their brand message to this format. As a result, a few films are remembered for the social message they gave out but since they were hardly in sync with the brand, the brand has taken a beating.
But news-making for brands is not going anywhere. What that means is that we will see brands wanting to participate in completely new ways to create or add to the conversation around news stories or events or happenings. This will keep marketers and agencies on their toes throughout the year and no one will have the luxury of a nap during the year. It just seems that younger people will likely root for brands that have something to say about the issues and topics that interest them as they happen, rather than just wait for that one brilliant Christmas or Super Bowl video.
I also feel that video will go down as a tool simply because it’s just getting too, too much. So it won’t die for sure but physicality will come back big time. Holding a real show or an event or putting up an installation or designing a special issue of your brand’s offering will start to take precedence over video. Of course, capturing that physicality and amplifying it will still be the job of the video!
And finally, I am really looking forward to the day when I get a brief that details its target audience as ‘Sanjana is a three-year-old voice assistant living in the outskirts of Gorakhpur…’ We’ll see!
Read the other expert opinions here
This article was originally published on Exchange4Media