Latest Marketing & Advertising News
Global Ad & Marketing Spend to Grow 9.8% in 2026 as Recession Fears Wane
Global advertising and marketing spending is projected to accelerate 9.8% in 2026 to over $2 trillion, up from 6.6% growth to $1.920 trillion in 2025. Key drivers include reduced tariff impacts, consumer spending on automobiles, and massive media influx for Winter Olympics, FIFA World Cup, and elections in 40 countries.
Digital and alternative media now hold 55% share worldwide, with the US at 60.4%.
PQ Media Forecasts 8.8% Rise in Worldwide Ad Spending for 2026
Worldwide ad spending will climb 8.8% in 2026, while total marketing spending rises 9.8%, per PQ Media's latest forecast. US ad and marketing spending expected to outpace global growth, boosted by World Cup and political races.
Industry growth may decelerate to 4.4% in 2027 amid early pacing data showing increased budgets for even-year events.
Connected TV Advertising Spend Hits $37.95 Billion in 2026
CTV advertising spend reaches $37.95 billion in 2026, central to converged media strategies integrating TV, mobile, and digital. Interactive CTV ads gain traction with younger audiences via shoppable features and QR codes, converting at higher rates.
Cross-screen planning using first-party data is essential as 71% of marketers still separate strategies despite fluid viewer movement.
6 Performance Marketing Trends Set to Dominate 2026
AI will drive campaign creation, targeting, bidding, and creative decisions in performance marketing, shifting to cheap, consistent automation. Brands must market explicitly with clear outcomes, pricing, and proof for AI evaluation on landing pages.
Platform concentration in Google and Meta breaks as new AI-integrated platforms emerge for diverse customer journeys.
WPP Overhauls Creative Agency Structure in Strategic Rethink
WPP plans to consolidate three creative units under one banner alongside media and production arms. Dentsu named media and creative agency of record for i-Health after competitive review.
Purpose Media secures six-figure client wins and renewals early in 2026.
Super Bowl 2026 Ads Highlight Creativity Over AI Hype
AI-generated Super Bowl LX ads faced criticism for feeling cheap and uninspired, emphasizing human craft's superiority. Brands teasing early creative saw stronger engagement and share of voice.
Key lesson for global agencies: emotional storytelling and strategy outperform tech alone.
Digital Marketing in 2026: AI Automates, Humans Set Strategy
AI integrates into Google Search, Performance Max, and Meta ads for asset creation, matching, and optimization. Effective workflow: humans define brief, AI generates options, humans refine for authenticity.
Agencies like SWOT Digital focus on directing AI toward right goals, messages, and measurement.
Major League Soccer Launches Major 2026 Marketing Campaign
MLS unveils ambitious 2026 campaign aligned with World Cup, emphasizing anticipation, rivalry, and drama across paid media, OOH, broadcast, and digital. Fan activation starts February 20 at Walmart-hosted NYA Studios event with legends and games.
Aims to maximize visibility during global soccer peak.
Social Media Trends 2026: Strong Creative and UGC Lead
Unique creative, visual identity, and short-form video are critical as views spike 20% on Instagram, 44% on TikTok. UGC share grew to 13.3% by 2025, driven by TikTok for relatable content boosting reach.
Growth occurs beyond followers via creators and entertaining series.
Google Retires Call-Only Ads Starting February 2026
Google announces retirement of Call-Only Ads, beginning February 2026 and finalizing in February 2027. Marketers urged to transition promptly to avoid disruptions in call-focused campaigns.
Impacts performance strategies relying on direct phone leads.
Ogilvy Highlights 2026 Influence Trends for Marketers
Creator economy becomes foundational in modern marketing, no longer experimental. Key trends emphasize integrating influencers for authentic engagement in 2026 strategies.
Ogilvy urges brands to prioritize these shifts for competitive edge.