CMOs’ top priorities for media investment in 2026
1 Search is changing, but human recommendations still matter
When it comes to what excites CMOs most about the year ahead, changes in the search landscape tops the list (37%), followed closely by branded integration in entertainment and IP, such as gaming, sports and anime, (35%) and the development of automated business messaging on platforms such as WhatsApp (34%).
These priorities reflect where media is heading in the algorithmic era.
Succeeding with search is no longer about simply choosing the right keywords, for example. It’s about being present across conversational AI, social channels and retail platforms.
As generative AI drives more zeroclick searches, brands must ensure they remain visible as direct site traffic declines. Nearly half of CMOs (49%) plan to increase investment in search and agentic AI over the next 12 months, making it the top area of focus for more spending.
While AI may increasingly automate elements of search, human recommendations will remain highly valued in an increasingly complex media landscape
At the same time, 49% of CMOs also plan to increase investment in influencer marketing, underscoring the value audiences see in trusted and familiar personalities. Indeed, while AI may increasingly automate elements of search, human recommendations will remain highly valued in the increasingly complex media landscape.
2 Short-form content shows real potential
Short-form content will be another significant area of focus for CMOs in 2026, with 46% planning to increase investment in formats such as YouTube Shorts.
The survey results reveal continued interest in other forms of video too.
Two in five (43%) CMOs plan to invest more in livestream content integration, with the same share planning to increase advertising on VOD platforms such as Netflix and 42% upping spending on the production and sponsorship of original content, such as TV shows. This suggests that marketing leaders still believe that investment in a variety of formats can help to capture attention across the consumer spectrum.
3 Commerce and community are converging
Retail media networks will continue to command CMOs’ attention in 2026, with 41% increasing investment in this space. Unsurprising, considering retail media has become an essential component of many strategies over recent years, enabling brands to reach customers where and when they are most likely to make a purchase.
Social commerce will receive similar attention, with 41% of CMOs increasing investment there, as will sponsorships of live events. Another 42% of marketing chiefs plan to increase investment in gaming integration and sponsorship of virtual events, such as e-sports.
Clearly, CMOs are still keen to embed their brands in communities that capture the attention of particular consumer demographics.
These investment intentions show that the most valuable media opportunities in 2026 are those that close the distance between inspiration and transaction, between passive viewing and active participation.
4 Attention measurement tools excite, but agentic AI requires caution
Almost a third (31%) of CMOs are excited about new data and analytics capabilities that could help them to better understand audiences and to develop a more sophisticated understanding of how attention influences long-term sales. In addition, 44% plan to increase investment in media-effectiveness measurement tools next year.
When it comes to AI and its application in the media space, CMOs are taking a considered approach.
The top priority, cited by 34%, is understanding uses, opportunities and risks of GenAI, with developing AI agents and related technologies ranked second (31%). Rather than rushing ahead with AI agents, leaders are keen to first explore whether they can deliver genuine value.
The balance between these priorities ultimately reveals the complex challenge facing CMOs today: they must harness the power of new technologies where possible, while maintaining the human oversight required to prevent poorly designed approaches from damaging hard-won consumer trust.
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