Tis the season when media headlines are dominated by lofty predictions for the year ahead and roundups of the year that’s ending. One of the noteworthy end-of-year salutes is AdAge’s “The Not Hot List for 2019” in which Mike Proulx skewers some of the industry trends, platforms, and emerging tech that so many marketers bet big on this year. Some of the budgetary misfires, or as he puts it “media and tech phenomena that are falling out of vogue,” start with the venerable and soon-endangered “ad tech startup” that in the months ahead could face a pull-back on VC investment dollars, increasingly complex data regulations, and market oversaturation. He then moves on to the harsh cord-cutting reality cable networks are facing in the arms race against streamers for viewership market share. Proulx also takes issue with the concept of “digital” as a distinction in the marketing mix. “Brands that want to win in 2019 can no longer treat digital as a separate thing – it’s got to be the only thing,” he states.
Other areas of skeptic-worthy attention include Facebook Portal, Snapchat copycats, IGTV, chatbots, social media fatigue, the online advertising “triopoly” that now includes Amazon, and the virtual reality nosedive. He ends his piece on precisely the upbeat, optimistic tone everyone on the tail end of a long and exhausting year really needs to hear:
“Overall, 2019 is shaping up to be less about marketing hype and more about marketing sensibility. But that doesn’t mean there’s a lack of opportunity for innovation. Successful brands will benefit from a heavy dose of creativity in their media and technology executions, while also designing new ways to future-proof their businesses. The patience and courage to test, learn and iterate in marketing is something that will always be hot and never a ‘not.’”
What: OTT Ad Views Soar in Q3, Total Digital Ad Views Up 26%
Why: According to digital advertising server platform FreeWheel, OTT platforms in the third quarter recorded a continuous spike in premium digital video advertising views, and OTT enabled-platform device use grew by 45%.
What: Will the Peak TV Bubble Finally Burst in 2019?
Why: With the streaming wars in full force and more original content being created than broadcast and cable networks combined, how long will the streaming gold rush last? Can consumers and their wallets keep pace with the glut of streaming options flooding the marketplace?
What: Why Top Marketers Won’t Quit Facebook
Why: Despite a rocky 2018 and a notable popularity dip in the aftermath of the Cambridge Analytica scandal and other privacy breaches, many marketers are still throwing ad dollars at the platform because of proven ROI. Here’s why.
What: 5 Things We Learned About GDPR in 2018
Why: The enactment of the General Data Protection Regulation threw the global advertising industry into a spiral last year and among the biggest hurdles was understanding the breadth of the law’s impact on publishers, agencies, and ad tech vendors. Here is a summary of what we learned
What: Global Streaming Revenue Set to Outpace Box Office in 2019, Study Finds
Why: Global revenue from subscription streaming video services will overtake the total worldwide box office next year, a study published by Ampere Analysis forecasts. Global subscription revenue is expected to top $46 billion.
What: 60% of Companies Plan to Expand Creative Teams in the First Half of 2019
Why: According to a recent survey from The Creative Group, 60% of advertising and marketing hiring decision makers plan to expand their teams in the first half of 2019, whereas 92% said they still face a challenge when it comes to finding top talent.
What: Myths of Addressable TV Advertising
Why: Among advertising’s many holy grails, addressable TV is often held out as the holiest of all. But like any good dream, it’s hard to tell what’s real. The distinction may become more difficult in 2019 as TV networks, cable and satellite TV providers, and streaming services work to make more TV inventory available for addressable.
What: Macaulay Culkin is Home Alone Again at Age 38 in Google’s Update to the Holiday Classic
Why: In Google’s homage to the 1990s blockbuster film “Home Alone,” Culkin is still enjoying his solo time but this time in the company of Google Assistant devices such as the Home Mini, Home Hub, and Pixel smartphone.