The top buyer KPI for creative services will shift to business outcomes
In the second half of our 2024 IAB Digital Video Ad Spend & Strategy Report, we found that business outcomes are now the top buyer KPI for media.
I predict that the same shift will happen with creative services, too. Where once marketers bought media impressions and staff time to generate (hopefully) big ideas, they will now be buying outcomes across the board.
A long time ago, David Ogilvy wrote, “We sell – or else.” He was correct then. He will be far more correct in 2026.
A Big 5 TV network will be acquired
We are seeing this play out in real life right before our eyes. There are unmistakable market signals that giants in the Hollywood economy might be for sale if the buyer’s checkbook is big enough. If the FCC ends the merger ban among US broadcast networks, the odds of a Big 5 TV network getting acquired soars.
But in any case, you can bet that private equity firms are running the numbers right now. Valuations will be tricky: what will they do if a network’s streaming assets are now worth more than their legacy assets, including their studio? But I predict this is coming no matter what.
The most important AI advances get more invisible
Effective AI agents can accelerate business processes by as much as 50%. AI-enhanced workflows will be everywhere, with AI agents learning, adapting, and running enterprise processes in real time. Legacy tech with siloed databases will become the enemy, because you can’t run smart workflows without access to all the data.
Stricter kid’s online safety legislation will pass
In 2026 Congress will pass an updated Children’s Privacy Bill. You heard it here first.
Advertising will transform from a business of persuasion to a business of prediction
What will buyers want, when will they want it, and when is the optimal time to present it so we shrink the gap between awareness and purchase?
That’s the big question ahead of us in 2026 and beyond.
It will be interesting to start seeing how the industry rises to the occasion.
We’ve done it before.
