2026 Advertising Outlook: Four Shifts Marketers Need to Prepare For
CJ Mezzomedia's latest trend report points to four moves that will define next year's ad playbook: AI-run marketing, discovery-led commerce, ad-backed OTT, and AI-driven digital out-of-home. The through line is simple - the cost of guesswork goes up; the return on structured testing, clean data, and adaptive creative goes up even more.
Here's what changes, why it matters, and how to get your team ready.
1) AI will automate most of the ad pipeline
The report forecasts AI taking over core tasks across the funnel: audience modeling, budget pacing, bids, and real-time performance adjustments. Expect hyper-personalized video to scale, with creative that changes visuals, offers, and voiceovers per viewer. There's even a callout for AI-only social platforms built around user-created, AI-generated video content.
- Do now: Clean up first-party data, product feeds, and consent settings to improve model inputs.
- Modularize creative: Build assets as interchangeable parts (hooks, CTAs, backgrounds, VO) so algorithms can remix them fast.
- Rethink testing: Shift from manual A/Bs to always-on multi-variant tests with clear guardrails and KPI thresholds.
2) Discovery commerce will outrun search-driven shopping
Shopping intent is drifting from "I search, then buy" to "I browse, then buy." As recommendation engines suggest products without prompts, your visibility depends on how well your catalog, content, and social signals feed those engines. The job isn't just winning keywords; it's influencing what the algorithm surfaces first.
- Fix the fundamentals: Product titles, attributes, reviews, UGC, and inventory accuracy. Engines reward completeness and consistency.
- Seed discovery: Pair short-form video with creator placements and onsite shoppable content. Track view-through and assisted conversions, not just last click.
- Prepare for AI agents: Standardize spec sheets, pricing logic, and availability so agents can "choose" your product reliably.
3) OTT platforms will lean harder into ads (and commerce)
Subscriber growth is slowing, so connected TV and OTT will push ad tiers and shoppable units. CJ Mezzomedia calls out the rising tie-in between streaming and commerce - think QR codes, remote clicks, and synced mobile funnels that complete the purchase.
- Plan for attention-to-action: Make creative scannable in under three seconds. Use short URLs or persistent QR placements.
- Measure the whole chain: Combine brand lift, MMM, and incrementality tests with server-side event tracking.
- Control frequency: Coordinate buys across CTV publishers to avoid burnout and wasted reach.
4) AI-driven DOOH enters a new growth phase
Digital out-of-home is set for another big run, with machine learning optimizing locations, dayparts, and creative in near real time. In South Korea, Naver announced "AdBoost Screen," an AI-powered DOOH solution, underscoring how fast this channel is evolving from static loops to responsive placements.
- Make DOOH dynamic: Feed live signals (weather, store traffic, promo windows) to trigger creative swaps.
- Close the loop: Use geolift tests, coupon redemptions, and modeled footfall to tie spend to outcomes.
- Level up your buying: If you're new to programmatic DOOH, this buyer's guide is a solid primer: IAB Programmatic DOOH Buyer's Guide.
90-day action plan
- Data and privacy: Audit consent, fix event deduplication, and enrich product feeds. Set up a clean room or at least a lightweight data sharing framework with key partners.
- Creative ops: Build a reusable library of hooks, offers, formats, and VO styles for video personalization. Document naming and versioning so tests don't devolve into chaos.
- Measurement: Stand up always-on incrementality tests. Align executive KPIs to blended CAC/ROAS and contribution margin, not just platform-reported numbers.
- Org capability: Train your team on AI-assisted media buying, prompt-based workflows, and CTV/DOOH planning. If you need a structured path, see this certification for marketers: AI Certification for Marketing Specialists.
The advantage goes to teams that iterate fast, feed models high-quality inputs, and systemize what works. Set up the plumbing now, and next year's shifts become a timing edge, not a surprise.
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