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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.

Depending on whose numbers you use, between 70% and 85% of new consumer packaged goods fail within two years of launch.

Arsenal climbed five places to third, its highest position in the Football 50, after its brand value increased 28 percent to €1.5 billion.

The report finds that 90 percent of respondents are comfortable with AI recommending actions, while 89 percent support AI preparing actions for human approval.

Global retail media investment is forecast to grow 11.5 percent in 2027, when it will account for 15.2 percent of worldwide advertising investment.

Digital out-of-home (DOOH) revenue increased 18.5 percent year over year and accounted for 38.4 percent of total OOH revenue in the quarter.

The report examines how marketers can achieve sustainable growth as investment in social and creator marketing continues to increase.

The report, produced by the agency's AI Lab, assigns Demis Hassabis a score of 86, Dario Amodei 82 and Sam Altman 64, highlighting a 22-point gap between the three executives despite their prominent roles in the AI industry.

The report finds that attitudes towards AI are shaped less by the technology itself than by the quality and context of its use.

The report is based on a nationally representative survey of 2,000 UK adults conducted by Opinium between 19 and 22 May 2026.

Knak says these production tasks affect even large organisations responsible for marketing at companies including Google, Amazon, Uber, Meta and OpenAI.

The report includes examples showing how organisations have applied each of the four principles to improve AI visibility.

While consumers are expected to continue making most purchasing decisions themselves, AI agents will increasingly shape product discovery, shortlisting and routine purchasing.