Marketers Plan Biggest Ad Boosts In Digital, Social, CTV - AI, Influencer, Retail Lag

For all the hype surrounding ad-supported AI, influencer marketing, and retail media coming into this year, marketers are most bullish on increasing their spending on good old digital display and video advertising and social media platforms, according to the just-released sixth semiannual edition of a survey of thousands of marketing …

2 comments about "Marketers Plan Biggest Ad Boosts In Digital, Social, CTV - AI, Influencer, Retail Lag".
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  1. Ed Papazian from Media Dynamics Inc, January 21, 2026 at 1:03 p.m.

    Joe, as you know, most national branding advertisers consider CTV and linear TV as "TV", so in reality, "their "TV" spending plans call for more ad dollars in "TV". They don't care all that much about exactly how the consumer accesses the content, so long as they can attain the total reach they need, target consumers when possible, place their ads in compatible and quality programs, get their ads seen and control their CPMs. This kind of research is too digital-centric in my humble opinion. "TV" remains the dominant medium of choice for national branding campaigns. 

  2. Joe Mandese from MediaPost Inc., January 21, 2026 at 1:47 p.m.

    @Ed Papazian: Great point. I didn't analyze how and why money was shifting from one line item to another, just reported on what the planned shifts are. I mean, AI spending could be coming at the expense of search, etc.

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