AI search transforming how consumers choose brands
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The increasing use of AI means that marketers must ensure their brand is retrievable across the wider digital ecosystem that AI systems rely on. Research by World Federation of Advertisers
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More than 8 in 10 consumers try to avoid ads according to survey
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81% of consumers aim to ignore and tune out ads, according to a US-survey by market research firm Gartner. By 2027, reliance on retargeted ads will become a primary driver
Agentic AI and automation becoming standard for programmatic ads
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2026 will mark the beginning of the end for manual buying of programmatic advertising as GenAI gives way to agentic AI and automation becomes the industry standard. Marketers must prepare
Two-thirds of ad leaders expect increasing investment in digital advertising
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More than two-thirds of European digital advertising leaders expect digital advertising investment or revenue to increase over the next 12 months – most commonly in the 1-25% range. Agencies are
Survey shows benefits from AI in ad production
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Most advertising in-house agency teams are either experimenting with (65%) or partially implementing (71%) artificial intelligence. 93% plan to invest further in AI in the next 12-24 months to some
Advertising forecast upgraded
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Nine in ten dollars of ad market growth this year are going to online-only platforms. Growth forecasts for advertising spend have been upgraded this year (+1.2pp to +7.4%) to $1.17trn
Vast majority of European ad companies use AI tools
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85% of European advertising companies use AI tools for marketing, most commonly for targeting (64%) and content generation (61%). Around three-quarters also plan to maintain or increase their investment in
More joining the fight for TV ad dollars
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Television media is changing as audiences shift from linear TV to connected TV. At $143.9bn, linear TV represents just 12.4% of global ad spend this year, down from 41.3% in
AI transforming advertising models
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Artificial intelligence is transforming advertising models driving hyper-personolised ads. Advertising spend will grow three times as fast (6.1%) as consumer spending of entertainment and media (2%). Global entertainment & media
A downgrading of global ad spend
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Expected global advertising spend has been downgraded. It is now forecasted to grow 6.2% this year to $1.16trn, a downgrade of half a percentage point from March due to growing