[Marketing Week] Bob Koigi: Social ads shift to sales

As advertising moves closer to the point of purchase, marketers must demonstrate how campaigns contribute to conversions and return on investment.

Social media platforms are evolving from spaces for brand discovery into powerful channels for product research, purchase decisions and sales. For advertisers, this shift is increasing the importance of formats that capture attention quickly and translate engagement into measurable business outcomes.

Short-form videos and influencer content are emerging as key drivers of this transition, according to DoubleVerify’s 2026 Global Insights Report. The findings show that 38% of consumers globally say short-form video ads could prompt them to click or purchase, while nearly half report being influenced by creators across different follower categories.

However, reach and engagement alone are no longer sufficient measures of success. DoubleVerify found that reaching the right audience remains advertisers’ leading concern, followed by measuring return on advertising spend and keeping pace with content trends.

Consumer trust also presents a challenge. More consumers respond negatively than positively to brands using AI-generated influencers, suggesting that technological innovation does not automatically translate into stronger audience connections.

The bigger picture

Social advertising is becoming a performance-driven discipline where creativity, credibility and accountability must work together. Short videos can attract attention and influencers can shape decisions, but sustainable results depend on reaching relevant audiences, maintaining brand suitability and proving commercial impact. For advertisers, the competitive advantage will increasingly lie not simply in generating views, but in converting attention into measurable action.

Campaigns of the week

Coca-Cola is bringing back its Fan Work Is Thirsty Work campaign for the 2026 football season, with a programme of fan experiences, team-branded packaging, creator partnerships and live events designed to celebrate the rituals and traditions surrounding the sport.

Ford Pro and Born Social have launched a campaign celebrating the workers and businesses that keep the UK moving.

Uber has partnered with Talented Agency and Bang Bang Films on a campaign promoting its First Ride Free offer for eligible new riders.

Agencies and accounts

Art of the Possible has been appointed by The Wine Society as its digital customer acquisition and paid media partner. The agency will use paid social, creator content and a test-and-learn approach to attract prospective members.

Brightland has appointed Hannah Cranston Media (HCM) as its public relations agency of record, tasking the agency with leading earned media, AI visibility and affiliate marketing as the California pantry brand expands its product range.

VCCP has been appointed lead global integrated agency of record for London Business School (LBS), following a competitive pitch.

Partnerships and acquistions

Salesforce has signed a definitive agreement to acquire Loops, an AI-powered analytics platform that monitors business performance, identifies the reasons behind changes in key metrics and recommends potential actions.

Digital agency iO is expanding its performance marketing capabilities through the addition of Utrecht-based agency ODIV, bringing 24 specialists into its business.

Havas recorded a 7.2 percent increase in net revenue to €703 million in the third quarter of 2026, supported by acquisitions and organic growth across its Media and Creative divisions.

Appointments

WPP has appointed Tyler Turnbull, currently Global CEO of McCann, as CEO of WPP Creative, with the leadership transition scheduled for early 2027.

Havas has appointed Patrick Affleck as CEO of its UK and Ireland Village, bringing its media, creative, data and other specialist capabilities under a unified leadership structure.

Other major news of the week

DEPT has rebranded Hello Monday as DEPT LABS, creating a dedicated space for research, development and experimentation in digital brand experiences.

Omnicom Media has partnered with in-content advertising platform Rembrand to help brands plan and activate placements within premium streaming content across multiple media companies.

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

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