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It examines changing social habits, expectations of hospitality venues and generational differences in bar visits.

The study found that 72 percent of teams are the same size or smaller than they were two years ago, while 70 percent of marketers report working to shorter timelines. 

The study, The Power of the Pause, found that pause ads achieved a 92 percent visual attention rate, compared with 87 percent for 30-second video ads and 76 percent for 15-second spots.

The latest quarterly net balance rose from +6.9 percent in Q2 2026, significantly exceeding the +3.0 percent balance of companies that had anticipated increasing budgets for the 2026/27 financial year.

The 2026 Global Insights Report, Scroll, Stop and Shop: Walled Garden Trends draws on global surveys of 22,000 consumers and 2,020 marketers, alongside additional DoubleVerify data.

Titled All to play for: how three fundamentals can transform sports sponsorship effectiveness, the report draws on research involving 143 brands, agencies and, for the first time, sports rights holders.

The decline represents USD39.4 billion in lost US-attributable brand value. However, the total value of the European brands analysed rose 7 percent over the same period, reaching USD2.72 trillion in 2026.

The findings come from a study conducted by WSJ Intelligence and Code and Theory, a Stagwell agency, highlighting the organisational challenges businesses face as they expand their use of artificial intelligence.

Conducted by Censuswide on behalf of Boyd and Binet, the research examined promotional spending, profitability measurement and opportunities to support more sustainable growth.

The forecast follows 10.0 percent growth in both 2024 and 2025. Major events, including the Olympics, FIFA World Cup and US midterm elections, are expected to contribute to advertising investment.

The research also finds that artificial intelligence is creating uncertainty, with more than half of strategists concerned it could replace their roles.

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.