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Global Ad spend set to surpass $1 trillion for the 1st time in 2026: dentsu report
TOKYO: The trillion-dollar threshold is here. Global advertising spend will breach $1 trillion for the first time in 2026, growing 5.1 per cent and comfortably outrunning the world economy’s projected 3.1 per cent crawl, according to dentsu’s latest forecasts.
Welcome to the algorithmic era, where every swipe, click, and scroll is mediated by invisible code that decides what you see, like, and ultimately buy. Brands that don’t crack the algorithm risk disappearing from consumer consciousness entirely.
“Crossing the trillion-dollar threshold signals a structural shift in how growth is created,” said Will Swayne, global practice president for media and integrated solutions at dentsu. “Media is now the front door to every brand and the most powerful system for driving relevance, creativity, and value at scale.”
The numbers tell a story of digital dominance and emerging market muscle. Digital advertising will claim 68.7 per cent of total spend, growing 6.7 per cent, with retail media charging ahead at 14.1 per cent growth. Programmatic will control more than four-fifths of digital investment as machines increasingly decide which ads reach which eyeballs.
Asia Pacific remains the growth engine. India is forecast to surge 8.6 per cent, powered by major sporting events and relentless digital expansion. China follows at 6.1 per cent, whilst the region overall grows 5.4 per cent. Brazil leads the Americas at 9.1 per cent growth, with the United States rising a steadier 5.0 per cent, boosted by the World Cup and midterm elections.
Traditional media shows surprising resilience. Television will grow 2.4 per cent, out-of-home 4.1 per cent, and cinema 2.2 per cent. Only print suffers, declining 3.0 per cent as readers continue their migration to screens.
But the real story is how audiences are fragmenting in unexpected directions. Forty per cent of global consumers watched a sports docuseries last month. Half of Gen Z watches Japanese anime weekly, with more American Gen Z identifying as anime fans than followers of major sports leagues. With 42 per cent of chief marketing officers planning to increase investment in original content and sponsorship, brands are hunting for attention in increasingly unconventional places.
Technology leads sector growth at 10.3 per cent, driven by AI product launches and connected ecosystems. Government, social, political, and organisations follow at 10.1 per cent, alongside beverages at the same rate.
The year ahead features the Olympic Winter Games, FIFA World Cup, and significant election cycles—traditional audience magnets. Yet these tentpole events now compete with algorithmic feeds that know your preferences better than you do.
Swayne’s message is clear: “In the algorithmic era, the brands that win will be the ones that understand how discovery and decision-making are shaped by algorithms and use media as a strategic engine to earn attention and build long-term advantage. 2026 rewards the marketers who innovate with intent, design for outcomes, and meet people in the moments that matter.”
Translation: master the algorithm or watch your competitors do it instead. At $1 trillion and counting, there’s never been more money chasing consumer attention—or more ways to waste it by fighting yesterday’s battles. The brands that crack the code will thrive. The rest will simply fade from view, one scroll at a time.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
