Observed Signal · Sep 23, 2026 · Market Research · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Media agencies see 'turning point' from AI ads and conversational ads
The Trendmonitor Mediaagenturen 2026, a survey conducted by BVDW and Die Mediaagenturen e.V., reveals a 'turning point' in the advertising market. 70% of media agencies report strong demand for digital advertising (up from 40% last year), with 8% growth expected in 2027. Classic search engine advertising (SEA) is predicted to decline in importance, while AI-driven and conversational ads will rise sharply in relevance over the next five years. Video, though still the top format, is expected to drop to third place behind AI advertising and SEO/GEO. Agencies also foresee growing platform influence, the need for unified ID solutions for campaign management, and a shift toward strategic advisory roles as AI automates routine tasks.
The article presents a significant industry survey highlighting the shift towards AI-driven advertising and conversational ads, indicating a major trend that will shape the future of media planning and buying.
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Key Takeaways & Evidence Grounding
- 70% of media agencies see strong demand for digital advertising, up from 40% in the previous year.
- 77% currently view SEA as significant, dropping to 39% in five years.
- 58% currently view AI/conversational ads as significant, rising to 94% in five years.
- 69% of agencies expect digital IDs to become established as a campaign management tool.
- 71% of agencies consider agentic paid media (PMax, Meta Advantage+, AdCP) a central development topic.
Connected Companies & Entities
2 Entities mapped“survey conducted by BVDW and Die Mediaagenturen e.V....”
“Timucin Güzey, spokesperson for Mediaagenturen in the BVDW and in his main profession a leader at Mindshare....”
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