This Year Next Year 2026: Seize the opportunities of an advertising landscape transformed by AI

By Raphaël Pivert, Executive Director, Data, Tech & Analytics at WPP Media.

The global advertising sector is experiencing a transformative period, comparable to a modern-day gold rush. However, the precious resource today is no longer metal—it is artificial intelligence. Our latest mid-year report, This Year Next Year 2026, highlights a highly positive global trend, with advertising revenue growth (excluding U.S. political advertising) projected to reach +8.9% by the end of the year.

This growth reflects an unprecedented wave of investment in AI infrastructure. The message is clear: our sector is not merely observing this technological transition—it is actively funding it, making these new services accessible to a broader audience.

In this dynamic global environment, characterized by geopolitical tensions and rising prices, France demonstrates notable resilience. While French advertisers remain cautious amid economic uncertainties, domestic advertising revenues are expected to grow by +4.9% in 2026, reaching a significant €29.7 billion. This growth, however, conceals a marked polarization and strategic reallocation of budgets toward performance. Beneath this overall figure lie significant structural changes, creating remarkable opportunities for your brands.

Key Takeaways for Your Strategy

The Screen Revolution: The Shift to CTV

The French television landscape is undergoing significant change. While TV remains a mass medium, linear TV is declining (-7.9%), and streaming television (Connected TV or CTV) is experiencing a dramatic increase of +24.7%. This budget shift indicates that growth is now concentrated among a smaller number of agile players.

Opportunity for you: Audiences are moving away from traditional schedules in favor of on-demand content. Transitioning to CTV enables you to maintain strong coverage while benefiting from advanced granular targeting capabilities.

Digital, the Undisputed Engine, Powered by Agentic AI

Social networks continue to grow steadily (+7.5%), and traditional search remains a key pillar. However, a true revolution is underway with Generative Search, exemplified by tools such as Google AI Overviews (available soon in France), ChatGPT, and Perplexity. Moreover, we are entering the era of Agentic AI, where autonomous agents optimize campaigns or make purchases on behalf of consumers.

Opportunity for you: AI is transforming how consumers discover products. Now is the time to optimize your presence to be recognized as a reliable source by conversational agents, shifting from SEO to Generative Engine Optimization (GEO).

Trust, Ethics, and Brand Safety

The pervasive presence of AI underscores the growing need for ethics and transparency. From mandatory disclosures for AI-generated images to debates over press publishers’ rights, trust and brand safety have never been more critical. Brands that communicate authentically will be rewarded by both algorithms and consumers.

Commerce Media and Gaming: The New Frontiers of Engagement

Proximity to transactions is becoming the ultimate measure of efficiency. The Commerce Media segment in France is up +9.2%, driven by retail media. Meanwhile, Gaming continues to solidify its position as an essential medium (+9.9%).

Opportunity for you: Invest in these environments where attention is at its peak, and the lines between entertainment, recommendation, and purchase are increasingly blurred.

Looking Ahead: Alexandra Chabanne (WPP Media) : « Les marques ne peuvent plus ignorer le gaming »

Your 3-Step Action Plan for 2026

1. Audit your CTV and Gaming presence: Don’t miss the engagement opportunity. Identify how your brand can seamlessly integrate into these emerging spaces.

2. Connect your commerce data: Break down silos between media and business. Retail media will be your most direct growth driver in the coming months.

3. Prepare for GEO: Adapt your content to become a trusted source for generative artificial intelligences.

Want to explore the full report and discuss tailored opportunities for your brand? Contact your WPP Media representative.