According to a study published by the dentsu agency, in 2026, global advertising investment will surpass one trillion dollars for the first time, driven by growth of 5.1%. This increase, which exceeds the projected global economic expansion of 3.1%, reflects a transformation in how brands interact with consumers through an ecosystem dominated by algorithms and digital media.
“Crossing the one trillion dollar threshold signals a structural shift in how growth is generated. Media is now the gateway to every brand and the most powerful system for driving relevance, creativity, and value at scale,” stated Will Swayne, President of the Global Media and Integrated Solutions Practice at dentsu.
Digital advertising will take center stage, accounting for 68.7% of total investment, with an estimated growth rate of 6.7%. This momentum will be driven by channels such as retail media (14.1%), online video (11.5%), and social media (11.4%), where consumers are increasingly active. Furthermore, programmatic advertising will continue to gain ground, representing more than four-fifths of digital investment.
On the other hand, the fastest growing sector will be the technology sector (+10.3%), fueled by the launch of AI-based products and innovation within connected ecosystems. The government, social, political, and non-profit sectors will also benefit.
Traditional channels will experience moderate growth, with an increase of 2.4% in television, 4.1% in out-of-home advertising, and 2.2% in cinema; while print advertising will lose ground, with an estimated decline of 3%.
One reason behind the projected surge in advertising investment for the coming year is the presentation of major global events, such as the Winter Olympic Games, the FIFA World Cup, and significant election cycles that will amplify audience engagement across all channels.
However, the dentsu report shows that consumer interest is expanding well beyond traditional sports and entertainment, particularly among the Generation Z audience.
According to the data analyzed, just last month, 40% of consumers worldwide watched a sports docuseries, and half of Gen Z watch Japanese anime weekly. “With 42% of chief marketing officers planning to increase investment in original content production and sponsorship, brands will have a broader creative canvas in 2026,” the study confirms.
Regionally, Asia-Pacific remains the most dynamic market, with projected growth of 5.4%, driven by the digital expansion of markets such as China (6.1%) and India (8.6%), powered by major sporting events and rapid digital advancement. Countries in this region are witnessing increased media consumption and greater access to digital platforms, creating new opportunities for advertisers.
The Americas will grow by 5.2%, reaching 460.5 billion dollars. Brazil will lead growth with an increase of 9.1%, followed by Canada (5.4%) and the United States (5%) thanks to events such as the World Cup and the midterm elections. In contrast, EMEA will grow by 4.2%, driven by the United Kingdom (5.7%), followed by other key countries such as Germany and France, which will also experience moderate increases.
The year 2026 represents a unique opportunity for advertisers, with a market that continues to expand and evolve, but brands will need to rethink their advertising strategies to adapt to this new environment.
As Swayne explains, “In the algorithmic era, the brands that succeed will be those that understand how algorithms shape discovery and decision-making, and use media strategically to attract attention and generate long-term advantage. 2026 will reward marketing professionals who innovate with intention, design for results, and connect with people at key moments.”
Photo: Depositphotos
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