""Within these aggregate figures, we see the forces of creative destruction at work: streaming video cannibalizing linear television, retail media capturing budget from legacy digital channels, AI-powered answer engines beginning to reshape search behavior, and creator-driven content continuing its displacement of professionally produced media," the media buying firm wrote in its 2026 This Year Next Year report. "Each of these shifts resets the scoreboard, ranking losers whose models are disrupted and winners who capture the value being created. At least until the next disruption.""
""2025 was the year that advertising dealt with shocks to the system: AI disruption reverberated across every part of the ecosystem, Omnicom completed its $13 billion mega-deal for IPG, creating a marketing Goliath, and tariff uncertainty threw certain sectors into chaos. But when it was all said and done, the ad business grew in 2025, with WPP Media raising its estimate to 8.8 percent for the year, and Madison & Wall raising its estimate to 11 percent growth.""
Advertising faced major disruptions in 2025 from AI-driven change, Omnicom's $13 billion acquisition of IPG, and tariff uncertainty, yet overall industry revenue grew. WPP Media raised its 2025 estimate to 8.8 percent and Madison & Wall raised its estimate to 11 percent growth. Both firms predict continued expansion in 2026, with WPP Media forecasting 7.1 percent growth (excluding political advertising) and Madison & Wall forecasting 6.6 percent (excluding political). Structural shifts include streaming cannibalizing linear television, retail media capturing legacy digital budgets, AI-powered answer engines reshaping search, and creator-driven and commerce media outperforming collapsing television.
Read at The Hollywood Reporter
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