Observed Signal · Jun 18, 2026 · Market Signal · Source: Mindshare Germany · Impact: 4/5
This Year Next Year 2026: Midyear Global Advertising Forecast
Our latest This Year Next Year forecast projects an 8.9% growth in global advertising revenue (excluding U.S. political) in 2026 to $1.3 trillion.
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Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
BBDO, TLGG, and Cooperative Financial Group target young people
The Cooperative Financial Group (GFG), comprising Volksbanken Raiffeisenbanken, DZ Bank, EasyCredit, R+V Versicherung, Schwäbisch Hall, and Union Investment, has launched a first group-wide campaign aimed at 18-30 year olds. The campaign, titled "Das kriegen WIR hin," uses a social-first approach across social media, online video, streaming, audio, and cinema. Developed by BBDO, TLGG, and Omnicom Precision Marketing, it emphasizes the collective strength of the group rather than individual products. The first phase builds brand awareness and leads to a central landing page; a second phase will highlight specific products. Volksbanken Raiffeisenbanken also partner with band Electric Callboy for activation. Media agencies include VR NetWorld and Mindshare.
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.
CTV Market Shifts Toward Buyers, Premium Inventory Remains Strong
VideoWeek gathered insights from six industry leaders across the buy- and sell-side to assess whether the CTV market currently favors buyers or sellers. The consensus is that CTV is increasingly becoming a buyer's market due to a proliferation of inventory, diversified access points, and advanced programmatic capabilities. However, premium content, such as live sports and distinctive IP, retains scarcity and gives sellers leverage. Key perspectives highlight that while buyers gain more choice and control, premium publishers like BBC Studios and Bloomberg Media maintain strong bargaining positions due to their high-quality, engaging content and trusted environments. The overall balance of power is shifting towards buyers for interchangeable inventory, but premium attention remains a seller's market.
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