Advertisers to spend $150 per person globally in 2026 – WARC

WARC’s latest report shows global advertising spend is forecast to grow 9.1% in 2026 to $1.30 trillion – the equivalent to $150 spent on every person.

It’s a figure that has doubled in size since the global Covid-19 pandemic, says WARC.

These forecasts come from WARC’s The Future of Media 2026, a report highlighting current trends in media planning, advertising investments and the media ecosystem.

Media models need a rethink

The report also notes that most of this growth in spend is going to digital platforms, rather than traditional channels.

Almost 80% now flows into retail media, paid search and social platforms. The remaining 20% is shared across the rest of the media industry.

WARC managing editor, research and insights Paul Stringer says: “The established model for media planning and buying is breaking apart. Nobody knows exactly what comes next. The groundwork for a new model is just beginning.”

Three key trends

Stringer adds that the Future of Media report explores this emerging model, listing the three key trends to watch in 2026.

The aim is that this report will help marketers navigate the media landscape as it continues to shift.

The shift to ‘Systems Planning’

Traditional planning approaches, based on static plans, rigid personas and stable channel definitions, are being disrupted by structural and technological shifts in media and marketing. They must evolve to meet the demands of an increasingly complex, AI-driven marketing and media landscape.

‘Systems planning’ describes a new approach that focuses on “designing adaptive systems of influence”, says CEO of Brainlabs Dan Gilbert.

These systems build equity and shape decisions across the entire brand experience, recognising how touchpoint influence varies by context, category and consumer. This requires new mental models, frameworks and planning tools that are only just beginning to emerge.

‘Systems planning’ puts an emphasis on developing talent with connective capabilities across data, commerce and creativity. These skills are essential for steering AI-enabled marketing platforms effectively and deliver better outcomes.

Visibility in the era of AI search

AI-driven search is reshaping how people find information and make decisions. It is beginning to impact consumer search behaviours. Buyers are using AI-powered search engines for longer, more complex queries and to satisfy a broader range of intents, discoverability and information, which vary significantly by category and context.

Optimising content for AI search requires new skills. Generative engine optimisation (GEO) marks a departure from traditional search engine optimisation (SEO) with a focus on producing structured, credible and authoritative content, aligned around different category entry points.

Content which is optimised for both humans and machines such as large language models (LLMs) and AI agents. A greater focus on owned and earned media is also a key driver of GEO success.

Cutting through with creators

The creator economy is maturing quickly, with revenues expected to more than double to $376.6 billion by 2030 per WPP Media.

However, a large portion of this investment is currently wasted, says WARC. Problems range from creator marketing’s lack of clear definitions, to poor brand fit and weak measurement.

To stabilise ROI, marketers should work with creators who align with their brand, set clear and measurable goals, and use robust measurements to gauge true business impact.

Creative quality and choosing the right brand assets are essential to creator marketing success but requires a nuanced approach. Commitment to a structured learning agenda is also essential by looking at what worked while testing new hypotheses and strategies for growth.