What's Happening?
Omni Media Consulting has released 'The Global Marketing Outlook 2026' report, which analyzes shifts in global marketing spend and industry trends. The report highlights a projected increase in global ad spend from $1.17 trillion in 2025 to $1.24 trillion in 2026, with a focus on performance channels tied to measurable outcomes. Key themes include the integration of AI into marketing workflows, a shift towards data-unified systems, and a reset in measurement standards. The report also provides industry-specific insights, noting significant growth in retail media and technology marketing.
Why It's Important?
The report underscores the increasing pressure on marketing leaders to demonstrate provable ROI and adapt to evolving measurement standards. As industries face
an 'efficiency squeeze,' the ability to unify data and integrate AI into marketing strategies becomes crucial. This shift has significant implications for businesses, as it requires a reevaluation of marketing tactics and investment in technology that supports data-driven decision-making. Companies that successfully adapt to these changes stand to gain a competitive advantage in a rapidly evolving market.
What's Next?
As businesses digest the findings of the report, marketing leaders are likely to focus on implementing the recommended strategies, such as data unification and AI integration. The report's emphasis on retail media and technology marketing suggests that these areas will see increased investment and innovation. Companies may also prioritize developing measurement systems that provide a comprehensive view of marketing performance, moving away from traditional single-touch attribution models.
