Latest Marketing & Advertising News
U.S. Digital Ad Spend Forecast to Grow 6.6% in 2026
Experts predict U.S. advertising spending will increase 6.6% next year, excluding 2025 political ads, with digital video and CTV as key beneficiaries. Growth is expected to concentrate among Silicon Valley giants like Google and Amazon, while programmatic advertising expands in performance-driven formats. Ebiquity reports 48% of marketers plan media spend increases.
Commerce Media Set to Overtake TV Ad Spend in 2025
WPP forecasts commerce media will claim 15.6% of global ad spend in 2025, surpassing linear and connected TV at 14.6%, reaching $178.2bn. This shift underscores the rising dominance of retail platforms in advertising revenue. Marketers are prioritizing these channels for direct impact.
88% of Media Experts Prioritize Digital Video in 2026
Integral Ad Science's 2026 report reveals 88% of experts cite digital video as top for ad planning, ahead of display and audio, with 84% favoring social media investments. 61% are excited about generative AI opportunities, but 83% worry about AI-generated content on social platforms. This reflects a focus on measurable, high-engagement formats.
AI Agents Transforming Programmatic Ad Buying
Sell-side decisioning gains traction as agencies like JAKALA curate inventory closer to rich publisher signals for efficiency using AI. Experts caution against fully trusting LLM-based AI agents for programmatic buys, favoring human oversight. Programmatic evolves beyond automation basics toward relevance.
Creator-Style Content Delivers 4x Higher CTR in Ads
2025 social media winners used UGC and creator content for paid campaigns, achieving 4x higher click-through rates and 50% lower CPC than polished ads. Omni-channel strategies boosted retention to 89% from 33% for weaker efforts. AI co-creation is now standard for 71% of marketers.
"That's AI" Emerges as Consumer Distrust Signal
Viral trends show consumers, even children, dismissing AI-generated content as inauthentic, prompting brands to blend AI efficiency with human storytelling. Traditional organic marketing regains appeal as trust builds through genuine voices. Overuse risks fabrication perceptions in 2026.
Authority-First Marketing Rises with AI Agents
Brands shift from demand gen to authority-building via rich content and partnerships, as AI agents gatekeep choices beyond SEO. Credible signals across ecosystems will define winners in transformed search landscapes. Gen Z favors social and AI tools over traditional search.
AI Elevates Marketing to Personalized Precision
AI enables the 'holy grail' of right ad to right person at right time, advancing from radio to digital limitations. It automates up to 26% of creative tasks, freeing focus on strategy amid maturing tools. Personalization and short-form video become necessities.
Google Ads Human Support Potentially Ending
Recent PPC updates question if human support for Google Ads campaigns is phasing out, signaling full AI reliance. Meta aggressively promotes Partnership Ads for enhanced collaborations. These shifts demand adaptive PPC strategies.
2026 Punishes Marketers Ignoring Key Trends
Invest in short-form video, AI personalization, social discovery, and beyond-search tactics, as 41% of Gen Z uses social for answers over engines. Half of consumers now use AI search, reshaping discovery. Non-adopters face penalties in evolving landscapes.
Sell-Side Curation Boosts Programmatic Outcomes
Global agency JAKALA emphasizes sell-side roles in shaping advertiser-relevant inventory via publisher signals and AI. This 'magic' delivers relevant messaging efficiently in programmatic's transition phase. Future focuses on qualitative inventory use.
B2B Brand Building Remains Neglected 'Missing Link'
CMOs highlight B2B brand building as overlooked despite its growth potential, amid AI search, commerce media, and measurement trends shaping 2026 marcoms. Procter & Gamble grows penetrated brands via insight and innovation. Macroeconomic 'new normal' challenges persist.