2026 Predictions

It's been a crazy year when it comes to the evolution of advertising. Below are some of my predictions for the upcoming year:

Streaming and linear advertising hits a tipping point.

2026 will be the first year that advertisers won’t automatically start with a 30- or 15-second TV spot. Instead, they’ll lean fully into the valuable new elements that streaming delivers including dynamic creative, smarter targeting, and AI-driven personalization. The old “one-spot-fits-all” model will finally give way to ads built specifically for the big screen in all its digital, context-rich potential.

Ad strategies shift focus from slots to actual content.

As pause ads, overlays, shoppable moments, and in-content formats take off, the line between ads and programming will be erased. We’re heading into a creative renaissance where TV ads don’t just sit in breaks; they become part of the viewing experience. And at the same time, ads become higher quality experiences, including social content, interactivity, shopping, and live elements.

Gen Z resets the rules of TV, choosing quality and values over hype.

Millennials helped fuel the rise of social-driven impulse buying, but Gen Z is changing the game again. They’re not as interested in trends; they want substance and authenticity. In 2026, brands will feel this shift and will succeed with campaigns that focus on connection and value.

Agencies push back on “AI work slop.”

We’re already seeing frustration around low-effort, AI-generated content, especially social media and marketing content. People react negatively to it, and it drags down the creative process. In 2026, advertisers and agencies start setting a higher bar, walking away from partners who send half-baked AI output and doubling down on quality craftsmanship (AI-assisted or otherwise).

Consumers reject brands that cut corners on quality.

AI threatens to weaken the bonds that brands have created with their customers. Brands that pump out high-volume, low-quality ads will feel real consumer backlash in 2026. Viewers know the difference between thoughtful creative and cost-cutting shortcuts, and they’re more than willing to vote with their attention and their wallets.

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