It’s that time of the year when media agency groups publish their forecasts for the year ahead and take stock of the likely trends that will have an impact on the worlds of marketing, advertising and media and first off the starting line this year is Mindshare which, as it reaches its 20th birthday in the Irish market, has published ‘Future Now’, a short handbook that goes against the grain of trend watching.
Speaking of this year’s release, Ken Nolan, Chief Operating Officer for Mindshare Ireland, said; “From AR to millennials, digital disruption to voice search, every January we get some version of the same ‘trends’ trotted out. I think clients get a bit sick of this. As marketers rightly come under more pressure to deliver growth, they’re looking to agencies to be business partners, not futurologists. We want to answer some of the big challenges marketers will face in 2019. We’re not creating a ‘trends’ manual, we’re creating a handy book of advice without the buzzword bingo.”
Mindshare Ireland initially surveyed their internal teams and collated the headaches that clients were preoccupied with coming towards the new year. The results were surprisingly clear. Growth and practicality is in, and fleeting innovation is out.
“While it’s essential that we stay abreast of innovations in media and marketing and leverage those opportunities when appropriate to meet our clients’ challenges, we also need to be pragmatic.” said Managing Partner for Mindshare Ireland, Dave Bruen. “In a stagnant economy with low consumer confidence, we need to help clients deliver profitable growth in the year ahead. Future Now is a handbook that will be of real value and stay on marketer’s desks all year round.” he continued.
The document revolves around ten impactful pieces that diagnose and then aim to solve a particular business problem.
Topics include: How big companies can ward off the threat of digital ‘insurgents’; Quantifying the genuine business value of influencers; The state of the TV and its true effectiveness and how brands can bridge the creative and media gap and squeeze more from their video budget.
Also included is a piece from the award winning ‘Day In The Life Of’ study from Mindshare’s research team, which looks at what the average Irish person does at every minute of every day.
A full version can be downloaded from the Mindshare Ireland’s site https://www.mindshareworld.com/ireland/about/future-now-2019-main-page
Separate to the Mindshare report, GroupM, which Mindshare is part of, recently published its annual forecast for the media industry in Ireland. The Year in Context: 2019 Media Marketplace forecast that the value of the overall market would increase by a modest 0.7% this year to €736m.
A breakdown of the different media spend which GroupM is forecasting for 2019 is as follows.
Regional Newspapers: €28m
National Newspapers: €112m
B2B Magazines: €1m
Consumer Magazines: €13m
Internet Display: €112m
Paid Search: €136m