With the ICC World Cup, Indian Premier League (IPL) and the General Elections lined up, media agency leaders believe 2019 looks very promising. It could be a landmark year for the industry, which will see the rise of personalized advertising, greater mobile ad spends, video and other content in regional languages and proliferation of all OTT platforms. Measurement will also be key, as marketers and agencies will constantly be challenged with fluidity in measurement and distribution. Therefore, managing unpredictability and change will be key to surviving 2019.
THE YEAR OF PERSONALISATION
It is the era of personalization. The competitive advantage of ad agencies now resides in their capacity to leverage data, technology and creative talents. Agencies will now continue to simplify their operating structures, pursuing greater integration between their businesses as they focus on the growth areas of data, technology and creative.
PROLIFERATION OF OTT PLATFORMS
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