There are any number of predictions for media priorities in 2018 floating around. As with last year’s predictions some will be on point, some will miss the mark, and some will appear laughably naive by the time January 2019 arrives.
Almost certainly, all the predictions will be subject to Amara’s Law – that we overestimate the effect of a technology in the short-term and underestimate it in the long-term. As an example, we saw disappointment with early implementations of A.I. chatbots this year because of early hype around the technology, but the bots have been ubiquitous – and delivering significant revenue – since the middle of this year.
This year has also been the year of the ‘pivot to video’, a term that was used so widely and so often that it became