Latest Marketing & Advertising News
TikTok Splits US App from Global Business
TikTok has separated its US app from global operations, licensing its recommendation algorithm to US owners trained exclusively on American data. This move, part of ongoing negotiations, may alter content surfacing for 200 million US users, with uncertain practical impacts. Analysts anticipate changes in user experience due to data-specific training.
YouTube Launches Shoppable CTV Ads
Google is rolling out shoppable connected TV (CTV) ads on YouTube via Demand Gen campaigns, allowing viewers to browse and buy products directly from TV ads. These non-skippable 15-second spots use product data from Google Merchant Center, accessible via QR codes on Google TV. The format was previewed at Google Marketing Live 2025 and is delivered through Display & Video 360.
Netflix Doubles Ad Revenue, Targets 2026 Growth
Netflix reported advertising revenue growing 2.5 times year-on-year to over $1.5bn in 2025 during its Q4 earnings call. The platform, once resistant to ads, is scaling rapidly and eyeing further expansion in 2026. This growth underscores Netflix's shift toward advertising as a major business segment.
Meta Expands Threads Ads Globally
Meta has announced the global expansion of advertising on Threads, opening it to all regions for steady revenue growth. This move provides marketers another avenue on Meta's platforms beyond Instagram and Facebook. It aims to capitalize on Threads' growing user base.
Brands Optimize Media Mix for 2026 Based on 2025 Trends
Brands are prioritizing media channels showing strong ROI, with traditional media like print (66% higher ROI) and radio (40% higher) expected to rise in 2026. Search spending stagnates due to generative AI, while display, social, and retail media grow, especially for smaller brands. Amazon dominates retail media networks amid economic uncertainties.
94% of Marketers Plan AI Use in Content Creation for 2026
According to the HubSpot State of Marketing Report 2026, 94% of marketers intend to incorporate AI into content processes like blog articles. Video formats dominate ROI, with short-form video at 49%, long-form at 29%, and live-streaming at 25%. AI tools focus on visual content, including image editing (45%) and video generators (44%).
Short-Form Video Tops Marketer Media Formats
Short-form video is the most leveraged format by marketers, followed by investments in blog posts among top content types for 2026. TikTok sees 57% adoption, with 32% reporting highest ROI, ranking it fourth overall. 26% plan direct social selling via Instagram shops.
Brand Reclaims Strategic Role in 2026 Marketing
Marketing shifts from short-term performance to long-term brand building amid rising platform costs and diminishing returns. Integrated strategies emphasize positioning and full-funnel investment for sustainable growth and competitive advantage. AI evolves to boost productivity, redesigning roles for strategic impact.
Over 80% of Businesses Boost Content Budgets for 2026
More than 80% of businesses plan to increase content and creative production budgets. 75% of professionals report higher content volume due to AI impact. This reflects a focus on scaling digital content amid evolving strategies.
Debate Heats Over Agentic Advertising Standards
Initiatives like Ads Context Protocol (AdCP) spark discussion on agentic AI for media planning, with backing from agencies and brands but resistance over transparency. Standards extend protocols like OpenRTB to avoid fragmentation and scale implementations. Efforts aim to enhance direct buys and efficiencies.
Events Trends for 2026: AI Operational, Trust Key
AI becomes operational in events for sourcing, personalization, and insights, freeing 66% of professionals for high-value work. Trust differentiates brands amid digital skepticism, while attendee-led personalization and measurable first-party data grow crucial. Events counter declining digital attribution.