Ad Age's 2019 industry predictions
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As a new year cracks open with considerable tumultboth in the markets and on the floor of CESthere’s one thing you can count on: Ad Age staffers pooling their collective know-how to take a whack at predicting what lies ahead in the worlds of media, tech, retail, social platforms and more. And to find out how we did with our 2018 predictions, click here. (Spoiler alert: We done good.)
TV networks will use the same word
“Attribution” will be the most overused phrase in TV advertising. In an effort to compete with the FAANG guys (Facebook, Apple, Amazon, Netflix and Google), TV sellers will aggressively try to prove that commercials drive specific business results, like test-driving a car, or the ultimate holy grailmaking a purchase. Expect most TV network groups to unveil products that will measure business results instead of the traditional Nielsen age-and-gender demographics. Jeanine Poggi, senior editor, media and technology
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