White Papers

Navigating 2026 requires a clear view of where media investment is moving and what that means for measurement. Based on €1.8 billion of media spend analysed across multiple brands and markets, we present the Marketing Channel Trends 2026.

Part 1 – Platform Trends & Analytics
‍Seven observations from Objective Platform data covering where investment share is moving, how Search and Retail Media are growing, and what rising CPCs and CPMs signal about the changing media landscape.

Part 2 – Outlook & Market Predictions

• AI-powered platforms emerge as the next advertising channel
• Creative quality and attention become the missing link in MMM
• Social-first and influencer marketing scale faster than measurement can keep up

Discover what shifted in 2025, what is coming next and what it means for your media strategy.

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Marketers need to balance campaigns across multiple media channels and touchpoints. Access this free white paper and learn how to:

• Set a clear scope and involve the team
• Build a decision structure and start optimising marketing activities and media budgets
• Expand and increase profitability

We explore the fitness of brands in Germany and the Netherlands. Backed by data from the National Marketing Benchmark, it unveils the secret sauce for a future-proof brand:

• Strategic orientation and strong internal collaboration are foundational
• Solid brand management and a skilled, cohesive team are crucial
• Embracing technological advancements and optimizing data utilization ensure future readiness