Latest Marketing & Advertising News
Global ad spend set to surpass $1 trillion with faster digital shift
Dentsu forecasts global advertising spend to grow about 5.1% in 2026, passing **$1 trillion** for the first time, driven mainly by digital channels. Analysts highlight a major reallocation from walled gardens toward the **open internet**, connected TV, and premium digital environments where consumers now spend roughly two‑thirds of their online time.
Media spend in 2026 expected to grow, led by commerce, search and social
Madison & Wall projects **U.S. ad revenue** growth of about 6.6% in 2026 (ex‑political), while WPP’s unit predicts 7.4% and Morgan Stanley up to 10%. Growth is expected to concentrate in **commerce/retail media, search, social and influencer marketing**, while traditional TV and print continue to decline and digital OOH expands.
AI reshapes marketing from experiments to always‑on infrastructure
Industry analysis indicates that in 2026, marketers operate inside an **AI‑driven ecosystem** where generative engines mediate how consumers search, compare, and choose brands. Zero‑click behaviors across tools like ChatGPT and other AI assistants mean brands must optimize for **AI visibility and clarity**, not just classic SEO and ad tactics.
Automation and AI transform digital audio and podcast advertising
Spotify’s global ad leadership expects **AI and automation** to become foundational to audio ad targeting, personalization, and media buying in 2026. Podcasts are described as a “primetime” format, with growing demand for **automated and programmatic buying** to scale campaigns quickly and with precision.
Short‑form video dominates social attention across major platforms
Social media analysts note that short‑form video now drives the majority of attention, with **Instagram Reels accounting for about 50% of time** spent in the app. YouTube Shorts exceed **200 billion daily views**, while Snapchat Spotlight views have risen over 300% year‑over‑year in the U.S., cementing short video as central to social ad strategies.
AR glasses and immersive experiences emerge as new ad surfaces
Digital marketing forecasts say 2026 will see the first consumer‑ready **AR glasses**, led by Snapchat’s upcoming AR Specs and competing Meta hardware. These devices are expected to unlock new **location‑based notifications, image‑recognition overlays, and immersive ad formats**, creating fresh inventory and measurement challenges for marketers.
Marketers struggle with ROI measurement amid rapid digitalisation
Forrester research cited by analysts shows marketers’ top challenge is **measuring marketing ROI** (named by roughly one‑third of surveyed professionals), followed by budget constraints. Experts argue that the advertising industry’s rapid shift to digital and automated platforms has outpaced its capacity to **prove effectiveness**, prompting renewed focus on planning, creativity, and robust measurement frameworks.
Cross‑media measurement initiatives advance after 2025 pilots
The World Federation of Advertisers reports that its **Halo** initiative and related cross‑media measurement projects are moving from experimentation in 2025 to broader rollout in 2026. The goal is to give marketers consistent, privacy‑safe measurement of **reach and frequency across TV, digital, and other channels**, addressing fragmentation and aiding budget allocation.
Creator and influencer marketing evolves toward authenticity and intent
WPP’s Goat Agency predicts 2026 creator marketing will prioritize **intentional consumption and authentic engagement** over pure reach as audiences tire of generic content. Cultural currents like K‑Pop’s continued global influence and a “classical revival” in aesthetics are expected to shape brand‑creator collaborations and content formats.
Four strategic themes set to dominate marketing agendas in 2026
A DMEXCO expert survey identifies four core “fields of tension” for marketers in 2026, covering topics such as **AI, data, sustainability, and customer centricity**. These themes are presented as a guide for strategic planning, highlighting the need to reconcile innovation with regulation, privacy, and shifting consumer expectations.
Retail and commerce media expand as key performance channels
Retail and commerce media are cited as major beneficiaries of 2026 ad‑budget growth, capturing spend from brands seeking **transaction‑level performance** and closed‑loop attribution. This expansion is closely tied to broader retail trends, where pricing dynamics, evolving malls, and omnichannel experiences reshape how shoppers discover and buy products.