SA consumers entered 2026 shaped by prolonged uncertainty, with rising living costs fundamentally changing how people shop and prioritise. Economic volatility, shifting expectations and evolving lifestyles are set to redefine the FMCG sector, requiring brands and retailers to rethink value, affordability, convenience and lifestyle relevance across income groups. Find the 2026 consumer trends here.
This study found that streaming video outperformed YouTube mobile by 66% on attention. It said streaming video beat large format out of home by 74% and linear TV by 80%. The study reported that streaming video exceeded scrollable social by 123% and display advertising by 161%.
Streaming and CTV are eating into linear TV budgets, with programmatic ads opening the door for smaller brands, according to Comcast’s Travis Flood.
The IAB unveiled a new AI-focused audience-measurement initiative, revealing that half of surveyed advertisers and agencies already use AI in measurement, with adoption expected to reach 70% in two years.
TV networks and sports leagues depend on Nielsen to measure at-home audiences, but tracking viewers in bars, hotels and offices has long been contentious. Nielsen says it will debut a new co-viewing methodology during NBC’s Super Bowl LX broadcast on February 8, using wearable audio devices on panelists to more accurately capture shared viewing outside the home
It begs the question, in its current state, is programmatic digital OOH a gimmick? Let me start by saying that I’m a big believer in OOH. But as we move further into 2026, I have to ask: Are we actually improving the medium, or are we just overcomplicating it for the sake of technology?
The streamer plans to add video podcasts into its mobile feed and upgrade its mobile user interface.
According to a new report from Omnicom Media, consumer influence has fundamentally shifted, from institution-controlled messaging to distributed, consumer-driven validation. For retail banking executives, the rules of market share capture have been completely rewritten.
Key Takeaways:
• The UAE has an AI adoption rate of 64.0%,
the highest globally in 2025.
• Even though the U.S. is a global leader in AI
infrastructure and frontier model development,
it ranks 24th in AI adoption based on analysis
from Microsoft.
YouTube’s growth isn’t driving the imminent demise of other platforms and channels. But TV advertisers should consider how it fits into media plans for the year ahead.