Latest Marketing & Advertising News
Global Ad Spend to Reach $1.30 Trillion in 2026
WARC forecasts 9.1% growth in global advertising to $1.30 trillion, doubling since the pandemic and equating to $150 per person. Nearly 80% flows to retail media, paid search, and social platforms, disrupting traditional media planning.
AI-powered search and creator marketing are key emerging trends.
80% of Ad Spend Concentrates in Digital Platforms
Traditional media models are obsolete as 80% of global ad spend targets retail media, paid search, and social. This shift accelerates breakdown of established planning, with AI rewriting search rules.
Marketers must adapt to systems-thinking and machine audiences.
US Ad Spend to Exceed $664 Billion with 9.4% Growth
Winterberry Group predicts US ad expenditures topping $664.2B in 2026, up 9.4% from 2025, boosted by elections and events like World Cup. Digital grows 12%, led by CTV, social, video, and creators; offline declines soften.
Marketing data spend rises 8.7% to $33B.
AI Search Transforms into Decision-Maker for 2026
AI platforms like ChatGPT and Gemini act as advisors, recommending brands based on multi-source signals beyond websites. Businesses need omnipresent credibility via GEO for AI citations and trust.
Zero-click search dominates, with decisions made in interfaces.
GEO Replaces SEO in AI-Driven Landscape
SEO evolves to GEO, focusing on entity recognition, trust, and citations in AI chat experiences. Brands must ensure consistent messaging across platforms for AI prioritization.
Early adopters shape AI content interpretation.
LLM-Optimized Content Essential for Visibility
Optimize content for LLMs like ChatGPT as 20% of Americans use AI for product searches. Focus on intent, relevance, and uniqueness over volume.
Brands must appear in AI-generated responses.
SEO in Social Media Drives Gen Z Purchases
76% of users say social media influenced recent buys, 90% for Gen Z; optimize social posts for search. Misses opportunities if ignoring social SEO.
Short-form video on TikTok/Instagram boosts engagement 2x.
Creator Marketing and UGC Surge in Priorities
Growing investment in user-generated content and creators represents new brand-building, but many underprepared. Creators as trusted voices for authentic messaging.
Digital thrives with creator focus.
Performance Max Adds New Customer Acquisition Goals
Microsoft Advertising's Performance Max enables targeting new customers with bid increases or exclusivity in open beta. Improves engagement via content matching and new reports.
Location targeting enhancements aid geotargeted campaigns.
Agentic AI and Creative Intelligence Lead Trends
Shift to agentic AI in creative production and media; optimizes for AI content citations and zero-click. Global creative spend hits $144.1B; CI analyzes performance for optimization.
Embrace AI without losing human trust elements.
Video, Audio, and Image Search Optimization Key
Short-form videos generate 2x engagement; podcasts reach 5.8B listeners. Optimize for image search via Google Lens for visual queries.
Video search and voice require conversational content.
CDMO Report Highlights AI Search and Inbound Leads
Organic SEO and AI-driven search top lead gen channels for 2025-2026 in CDMO marketing. Increased agency use and data-driven inbound strategies.
Budgets shift to effective organic tactics.