Global digital advertising is increasingly being shaped by AI, with social media platforms strengthening their dominance as video, automation and targeting tools reshape how brands spend. Meta remains the key player, using its scale across Facebook and Instagram to lead global ad growth.

Meta is projected to earn $240 billion in advertising revenue in 2026, according to WARC Media, up 22.3% year on year, driven by AI-powered optimisation across its apps. Growth is expected to slow to 12.1% in 2027 after an estimated $196 billion in 2025.

The company’s model is increasingly powered by heavy investment in AI and automation, improving ad performance and efficiency. Facebook and Instagram account for about 60% and 40% of 2026 revenue respectively, while funding further AI infrastructure.

More broadly, social media ad revenue is expected to hit $640 billion by 2030, growing 12% annually, with its share of online advertising rising from 33% to 44%, according to Omdia.

However, the market remains highly concentrated, with six major platforms controlling around 90% of global social ad revenue. Analysts warn future growth will depend on balancing AI-driven gains with user experience to avoid weakening engagement.

Campaigns of the week

Jeep has partnered with Marvel on a marketing campaign that brings together the Jeep Wrangler and Captain America as part of celebrations marking the United States’ 250th anniversary.

Johnnie Walker has introduced a limited 24-year whisky edition in Brazil tied to the country’s FIFA World Cup history and the upcoming FIFA World Cup 2026.

Ford Motor Company Ford Motor Company has launched “Born In A Ford,” a campaign focused on mothers and first responders involved in emergency births inside ambulances.

Agencies and accounts

Heineken has completed a global review of its marketing agency ecosystem, appointing a streamlined roster of creative, production and media partners to support the next stage of growth.

HAVAS has been appointed to manage integrated international communications for IFEMA Madrid’s Madrid Turismo initiative following a competitive pitch process covering both creative and media responsibilities.

Digital Natives has been appointed U.S. strategic and creative agency of record for mattress brand Molecule following a competitive three-way pitch process.

Partnerships and acquistions

At the end of 2021, Bsmart joined what was then Wenneker Group, now PAKT, as part of a broader strategy to expand the group’s creative and production capabilities into the Nordics.

VIOOH has partnered with VENDO Media to expand programmatic access to digital out-of-home advertising inventory across Canada.

Appointments

Havas Media Network North America has appointed Kristin Gower as Managing Director, B2B, as the company continues to expand its B2B marketing capabilities across North America.

Landor, the global brand and design consultancy and part of WPP Brand & Design, has appointed Emma Ellis as MD of its London studio.

Stagwell has appointed Dru Sil as Global Product Managing Director of Stagwell Media Platform, expanding the company’s leadership team.

Other major news of the week

Dentsu has introduced a revised operating structure across EMEA, reorganising the region into three core business clusters as part of a broader effort to simplify operations.

The 2026 Cannes Lions Shortlisting Jury announcement marks another major milestone for Africa’s growing creative influence.

The Coca-Cola Company has unveiled a series of updates to its Freestyle beverage dispenser platform, introducing connected and modular equipment designed to accelerate drink development.

Bob Koigi is the editor-in-chief of Marketing Report.One

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