Latest Marketing & Advertising News
Global ad spend set to pass $1 trillion as budgets shift to the open internet
Dentsu forecasts global advertising spend will grow about 5.1% in 2026, **surpassing $1 trillion for the first time**. Growth is increasingly flowing to the **open internet**—CTV, premium publishers and digital audio—rather than being concentrated solely on walled gardens like Google, Meta and Amazon, as marketers demand more accountable, data‑driven buying.
Digital advertising exceeds 75% of total ad spend, with AI and automation central to 2026 strategies
Digital now accounts for **over 75% of global ad spending**, and its share is expected to keep rising through 2026. Spotify’s ad chief highlights growing demand for **AI-driven automation, biddable media, and immersive audio/podcast formats**, urging brands to build AI fluency and cross‑platform campaigns to stay competitive.
US and global media spend outlook for 2026: solid growth but tighter ROI scrutiny
Analysts project US ad revenue growth of about **6.6% in 2026** (excluding political, which will be significant due to midterms), following an unusually strong 2025. Forecasts from WPP’s Business Intelligence and Morgan Stanley are more bullish, at **7.4% to 10% growth**, but marketers cite measuring ROI and managing budget constraints as top challenges, pushing more spend into commerce media, search, social and influencer channels while traditional TV and print continue to decline.
Programmatic advertising to exceed $203 billion in US as it nears 90% of display budgets
US programmatic digital display ad spending grew 13.6% in 2025 to **$180.4 billion**, about 92% of all digital display spend. In 2026 it is expected to **surpass $203 billion** with 12.5% growth, and globally programmatic is projected to represent roughly **90% of display budgets**, driven by CTV, commerce media and major events like the Winter Olympics, FIFA World Cup and elections.
AI marketing in 2026: search shifts from answers to actions and ‘AI reputation’ becomes a brand asset
AI engines like ChatGPT and others now sit between brands and customers, creating a world of **zero‑click discovery** where answers often appear without users visiting websites. Marketers are advised to prioritize **clarity, structure and original insights** so AI systems can easily interpret their content, while managing an emerging **“AI reputation”** that is becoming as critical as website UX for visibility and trust.
Social media in 2026: communities, DMs and AI influencers reshape brand playbooks
Battenhall’s “Year ahead in social 2026” report finds brands no longer **control the conversation**; audiences and communities do, with private channels like Instagram DMs and Discord driving more engagement than public feeds. Mentions of **AI influencers** rose 50% in early 2025 and 63% of professionals plan to use AI/ML in influencer marketing, while platforms reward serialized storytelling, long‑form content and participation over polished, trend‑chasing posts.
Influencer marketing triples vs 2020 and becomes a culture driver, not just a performance channel
O’Dwyer’s reports that the influencer industry’s global spend in 2026 is expected to be **more than triple its 2020 size**, reflecting rapid maturation. Influence is shifting from one‑off campaigns to **community‑led, values‑aligned partnerships** and long‑form content (multi‑part social series, in‑depth podcasts), with trust and alignment outweighing pure reach or short‑term clicks.
Retail marketing in 2026: omnichannel expectations, social‑first storytelling and cultural sensitivity
The National Retail Federation outlines that Gen Z and Gen Alpha expect **seamless omnichannel experiences** and punish brands quickly for missteps and inauthenticity. Retail marketing must balance TikTok‑style visibility with deeper **community connections in emerging digital hubs**, while telling culturally sensitive, social‑first stories that amplify products and brand values simultaneously.
OOH and digital OOH enter 2026 with strong momentum and data‑driven targeting
Out‑of‑home (OOH) advertising is entering 2026 after a standout 2025, with **digital OOH** driving much of the category’s growth. Industry analysis highlights trends toward **programmatic OOH buying, better data/attribution and creative, context‑aware placements**, as brands look for attention‑rich environments outside crowded online feeds.
Marketers confront AI trust issues as ‘AI slop’ pushes consumers toward reliable sources
CMSWire notes that 2026 will showcase AI’s “rebellious adolescent phase,” where **low‑quality AI‑generated content (“AI slop”)** risks eroding consumer trust in marketing. The piece argues this will increase demand for **trusted brands, quality editorial environments and transparent data practices**, while AI browsers and agents will raise new security and privacy concerns marketers must address.
Key 2026 digital marketing trends: on‑platform conversion, multi‑platform search and smarter AI tools
Digital marketing forecasts for 2026 emphasize **on‑platform content and conversion**, as social and marketplace platforms try to keep users inside their ecosystems for search, discovery and checkout. Marketers are preparing for **search that happens “everywhere” (beyond Google)**, more sophisticated AI tools embedded in workflows, and content strategies tailored to how generative engines and platform algorithms surface brand information.
Audio and podcasts gain prominence as immersive, cross‑screen ad experiences
Spotify’s leadership highlights **podcasts and immersive audio** as high‑performing formats that will attract more brand investment in 2026. Advertisers are encouraged to build **cross‑platform, experience‑driven campaigns** that connect in‑app listening with on‑screen and real‑world brand interactions, using AI to optimize reach and relevance across channels.