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The report examines how advertisers are responding to changes in consumer behaviour, including the growing role of large language models in discovery and purchase journeys.

The report is based on responses from 54 senior marketing professionals representing 46 of the world’s largest brand owners, with a combined advertising spend of $93 billion.

Premium large-format full-motion OOH also exceeded TV on two of the six signals measured, while iconic formats exceeded TV on five of the six signals.

The report examines how marketers use the channel, where they see value and the factors that could encourage greater investment.

Kantar identifies several factors that may contribute to the gap between AI use and trust, including attitudes toward AI, perceptions of individual brands, the source of AI-generated answers and how those answers are presented.

The report examines how brands are creating experiences, communities and cultural relevance alongside their products and services.

The figures show a market spanning global quick-service brands and established New Zealand takeaway options.

More than eight in 10 digital advertising businesses surveyed said AI had increased their productivity, while 68% reported improved profitability. Almost two-thirds said the technology was saving at least three hours per employee.

Seventy-two percent of respondents identify strategic thinking as the leading talent shortage.

The research found that 80 percent of respondents believe live product or retailer events make them more likely to remember a brand.

Google retained its position as the world’s most valuable media brand, with brand value increasing 5 percent to $433.1 billion.

The analysis covers 6,360 ideas awarded between 2015 and 2025 and examines the relationship between creative recognition and effectiveness, as well as the characteristics of campaigns that perform strongly across both measures.

The study analysed more than 700 B2B campaigns and identified seven Buyability signals linked to buyer confidence. The framework centres on three areas: Recommendations, Relationships and Relatability, which the researchers refer to as the 3Rs.

The findings suggest that as video production becomes more accessible, marketers are facing a greater challenge in deploying existing assets across relevant audiences and channels.

The findings come from IAB’s 2026 Outlook Study: September Update, based on input from more than 200 brand and agency decision-makers responsible for advertising investment.

The figure represents a 21 percent increase since 2015 and highlights a broader shift towards more individualised media consumption.

This year’s findings point to greater emphasis on transparency, reciprocity and audience participation as brands respond to a more sceptical and fragmented environment.

Mobile devices have become a regular companion to television for sports viewers, who use them to message friends, check scores and statistics, follow social media commentary, shop and engage more deeply with games.

Four of the six stocks followed by Marketing Report closed lower on 1 September than on 25 August. WPP suffered the biggest decline after the Financial Times reported that the group plans to cut up to 1,000 additional jobs this year.

For advertisers, this means AI-generated content can no longer be treated simply as a production tool; its origins and use may increasingly need to be visible and traceable.

New Nielsen Ad Intel data shows advertising spend across Australia’s charity sector reached $278 million between July 2025 and June 2026.