What developments do you expect within the media industry in 2026?

Jens:
“The promise of live content has existed for some time, but I expect it to truly take off in 2026. People increasingly seek authenticity, experiences, and immersion. Whether it’s Amazon Live, Twitch streams, or TikTok Shopping, live content enables direct interaction, higher engagement, and stronger conversion.

AI was the buzzword of the past year, yet its potential is too often reduced to “doing more for less.” I expect a reality check in the coming year. While repetitive tasks will certainly be automated and AI will support creative processes, true competitive advantage lies in amplifying human qualities. The creative energy of agencies remains essential for differentiation and success.”

What will be the defining trends within advertising?

Jens:
“Successful brands future-proof their performance goals and KPIs by focusing on incremental value and lifetime value. As a result, retail media, which has truly matured in recent years, search, and social commerce are converging into an omnichannel commerce experience.

Within retail, networks are expanding their propositions with new, data-driven advertising opportunities. Search within LLMs such as ChatGPT becomes full-funnel, from product discovery to conversational commerce, potentially including ads as early as next year. This makes GEO (SEO for LLMs) essential. Finally, social commerce, with TikTok Shopping and creator-led shopping, is expected to finally break through.”

How do you see the role of technology, especially AI, evolving in 2026?

Jens:
“The promise of technology and AI is immense. The biggest challenges remain data structuring and accessibility, unchanged since the dawn of the internet, and training people to use these tools effectively.

At OMD, all AI applications are fully integrated into Omni, our proprietary marketing platform. A central international team focuses on unlocking data intelligently, deploying LLMs, and continuously improving our applications. Our approach is hybrid: local and international, multifunctional teams collaborate on developing specific agents. The best-performing agents are rolled out globally.

However, a platform only succeeds if it’s actually used. That’s why everyone at OMD is trained in working with AI. AI is our super-assistant, whether you’re a specialist or a strategist. It handles repetitive tasks and data processing, allowing teams to focus on what truly matters: delivering better results, faster.”

How do you view the role of ESG objectives in campaigns?

Jens:
“At many advertisers, ESG budgets are under pressure. Ongoing initiatives are often continued, but with reduced media investment. Despite mandatory Scope 3 reporting since 2024, which includes media, the topic is receiving less attention, mirroring trends in national politics.

Moreover, CO₂-reduction measures at advertiser level don’t necessarily lower total emissions. Buying shorter TV spots, for example, doesn’t reduce ad block length, more advertisers simply fill the space, potentially increasing emissions.”

What does your personal daily media mix look like? Has this changed in 2025, and do you expect further change in 2026?

Jens:
“Personally, 2025 was the year of even more podcasts, NPO Plus, and audiobooks, combined with less social media and linear TV limited strictly to live content. Looking ahead to 2026 from a professional perspective, I expect strong growth in SAVOD (Subscription Advertising-Based Video On Demand). The costs of digital subscription services are rising faster than disposable income, forcing many consumers to downgrade to ad-supported subscriptions or cancel certain services altogether.”

What are you most looking forward to in 2026? (e.g. industry developments, business events, sports competitions, concerts, festivals)

Jens:
“The biggest news in the industry is, of course, the merger between Omnicom (the holding company of OMD) and IPG Mediabrands. Personally, I’m very much looking forward to collaborating with former colleagues and exploring how we can best combine our strengths.

As mentioned earlier, there is significant potential in live content and commerce, especially around major events such as the Olympic Games, the summer of sports, and the festival season. I’m curious to see how brands, potentially supported by AI, will create real impact.”

What do you wish for the industry in 2026?

Jens:
“Campaign effectiveness has been declining for years, and with the rise of AI, there’s a real risk of even more mediocrity. My wish for the industry and advertisers is therefore more humor and boldness, dare to challenge conventions and create campaigns that truly resonate and stick.”