Recap 2019: The next big thing in digital is hyper-customised advertising
Pratik Gupta, Co-founder, FoxyMoron, looks back at the key trends in digital in 2019, the digital campaigns that stood out for him and more.
Which were your favourite digital campaigns of 2019?
Personally, for me a lot of the work that we have seen this year has been the coming of age of digital.
- The Propah Lady campaign by Puma
- Spotify launch campaign
- Burger King moment marketing campaigns
Did any creative trend or strategy catch your attention? What was it and how was it different?
Integrated Digital is a trend that has been spoken about for years, but I have seen a lot more of it being implemented this year. The right kind of talent is now finally available with a few agencies and clients alike and they are making the integration of creative, data and media finally come to life.
In terms of brands spending and adapting digital medium, how was 2019 vs 2018?
2019 was a good year. With everyone wanting their money to work harder given the economic climate within the country, Digital worked a lot harder for most brands and you will see this in Digital becoming the No.2 medium overall – overtaking print in 2019.
What will be the next big thing in digital in 2020?
The next big thing in digital is hyper-customised advertising, where knowing what your consumer wants and delivering it when they want it is going to be the key area of focus for brands.
Apart from this, the integration of technologies in all digital campaigns will be a trend to follow in 2020.