There's no doubt that 2016 was a turbulent year: Brexit, Trump's election and the Italian "no" vote have thrown politics – and business – into uncertainty.
This feeling is likely to contribute to a global slowdown in advertising spend next year, with media owners' net ad sales growing by 3.6 percent compared with 5.7 percent in 2016, according to projections from MAGNA. North America and Western Europe will be most notably affected, while brands will increasingly spend their marketing dollars on search and social media, MAGNA forecasts.
At the same time, a plethora of new ways for brands to communicate is likely to develop. This year has seen Instagram launch Stories, its Snapchat-like feature, while Facebook has opened up Messenger to brands so they can communicate directly with customers via chatbots.