"Major shifts in advertiser priorities for 2026 has been revealed by ISBA's latest Media Budgets Survey, conducted with Ebiquity and the World Federation of Advertisers. Representing £2.9bn in UK ad spend and part of a global study covering USD$13bn (£9.91bn) across 16 markets, the survey shows 65% of UK advertisers expect to increase overall marketing budgets. A clear trend toward brand-building is emerging, with 37% planning to boost branding investment versus just 14% prioritising performance marketing."
"Television spending is undergoing a transformation. While 60% of advertisers plan to cut linear TV budgets, 83% expect to increase investment in addressable and connected TV, with nearly a third forecasting growth above 10%. Structural changes are also on the horizon, as 68% of brands aim to integrate media and creative agencies. Artificial intelligence is also set to play a bigger role in media operations. More than half of respondents expect AI to significantly enhance media optimisation in 2026."
"Target is teaming up with OpenAI to bring a conversational, curated shopping experience to ChatGPT. Starting next week, customers will be able to tag Target in ChatGPT and request personalised recommendations such as planning a holiday movie night before adding suggested items to their cart and completing purchases via the Target app. Similarly, OpenAI has struck a USD$100m (£74m) multiyear deal with Intuit, to integrate its financial data into ChatGPT."
UK advertisers plan higher marketing spend in 2026, with 65% expecting increases and 37% prioritising brand investment over performance marketing. Linear TV budgets face cuts from 60% of advertisers while 83% will boost addressable and connected TV investment, with nearly a third predicting over 10% growth. Sixty-eight percent of brands intend to integrate media and creative agencies. More than half of respondents expect AI to notably improve media optimisation in 2026. Target will enable conversational, curated shopping via ChatGPT, and OpenAI has a multiyear USD$100m deal with Intuit to integrate financial data into ChatGPT. Meta was cleared of monopoly claims over Instagram and WhatsApp.
Read at Exchangewire
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