Peering into the future

With 2017 behind us the industry’s gaze is now firmly fixed on the year ahead, with all hoping for a better set of circumstances in which to operate. Last year was tough – possibly the toughest in recent memory – and took very few prisoners. It was a year characterised by higher costs, industry fragmentation, agency restructuring and job losses. Whether those market conditions will continue to the same extent in 2018 only time will tell. But what of the technologies that are revolutionising the region’s advertising and media industry? What will come to prominence, what new innovations will head our way, and what trends should we be looking out for? Three industry professionals give their take on the year ahead…