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Agencies that have helped their client shape their future must now do it for themselves<\/strong><\/em><\/p>\n While 2018 turned out more challenging than he\u2019d hoped, only two of our CEO\u2019s 12 predictions for the year turned out to be inaccurate. Above and beyond the usual fluctuations and uncertainties we\u2019ve learned to manage, we now have to contend with rising levels of unpredictability. The events at the Ritz-Carlton in Riyadh more than dented the business confidence in the Gulf\u2019s power house that is Saudi Arabia. This means the bounce-back in advertising investments will have to wait another year.<\/p>\n Digital up, TV down More investments in media infrastructure Media shake-out The ad industry is experiencing a profound mutation\u00a0as the tension between art and commerce intensifies. These may be testing times but we know what it takes to adapt to new realities. We\u2019re doing this for our clients. We must now do the same for ourselves.<\/p>\n
\n<\/strong>Nonetheless, Elie Khouri\u2019s eagerly awaited predictions for 2019 are far from gloomy. Instead, they objectively depict an industry in rapid mutation. If investments in paid media will decrease overall, there are some rising sectors, digital specifically. After playing equal with TV, they are set to overtake it thanks to the growing dominance of the digital duo (which will become a trio in 2019). Another reason and one of the key predictions for 2019 is that the drop in TV investments will slow down. In his article Elie Khouri explains why advertisers will renew their interest in TV.<\/p>\n
\n<\/strong>Marketers are redirecting advertising budgets from media to data, technology and content, turning from mass to individual marketing at scale. Such a trend is leading agencies to transform their service offering, their skill set, their talent and even their structure. They are more and more involved in the lower end of the funnel, focusing on conversions and transactions. Hardly a surprise when e-commerce, m-commerce and s-commerce are set to grow exponentially.<\/p>\n
\n<\/strong>The media market is certainly being shaken up as a reason and different sectors react differently. Leading media brands will strengthen their hold on the market, making it more difficult for the long tail. This doesn\u2019t mean that all major media brands are safe.\u00a0Some might even face a steep fall from grace, particularly in print. And then, there\u2019s the continued rise of influencers.<\/p>\n