Sam Buchanan. Credit: IMAA
Sport as an advertising platform, the rise of hybrid influencer storytelling and AI shifting from trend to necessity will shape Australia’s media and marketing landscape in 2026, according to a report from the IMAA.
The industry body has released its third annual Future Trends and Insights Report, drawing on data and forecasts from media owners and industry partners to outline what agencies and advertisers should expect next year.
The report identifies more than 30 trends, including the growth of sport as a high-value media channel, increasing scrutiny of made-for-advertising sites and invalid traffic and marketers restructuring workflows to prioritise AI.
It also points to quick commerce becoming a mainstream behaviour, female empowerment as a cultural force, and credibility emerging as a key brand differentiator.
IMAA CEO Sam Buchanan said the report was designed to help the industry navigate rapid change.
“Our annual trends report continues to be a powerful tool for the Australian media industry,” he said.
“Amid unprecedented change in our industry, staying ahead of the curve is crucial, our trends report aims to give brands and agencies a glance at what’s to come in the year ahead and what’s top-of-mind for consumers and media as they head into the new year.
“We’re excited to see the anticipated growth of new platforms, diverse audiences and enhanced technology, as well as the doubling down on the customer experience and the importance of authenticity, loyalty and credibility for Australian consumers.”
Media partners contributing predictions include Meta on social and AI trends, Nine on sponsorship-led media strategies, SBS on culturally diverse advertising, Pinterest on visual search and Channel Factory on the shift from brand safety to brand suitability.
The 100-plus-page report will be available to IMAA members and partners, with a broader release planned in 2026.
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