In Russia
πΊ TV Revolution Scheduled for Next Year
By 2026, the TV advertising market will undergo a transformation: cultural relevance and voice will replace reach as the key metrics. Industry experts in CTV have highlighted the key global trends.
π Search becomes a thing of the past. Advertising will adapt to voice commands, turning a recipe query into a point of hyper-local sales.
π AI will only be effective in the hands of teams with “real experience”. Brands that maintain diversity experts will be able to train neural networks to recognize cultural nuances and avoid stereotypes.
π The TikTok and YouTube format will become the “gateway” to the open internet. Short videos will replace static content even on the main pages of media holdings.
π Consumer journeys will become chaotic and emotional. Marketers will stop waiting for rational actions and will start working with “digital fingerprints” of moods.
π For Generation Alpha and Zoomers, social media will completely replace TV, forcing traditional broadcasters to implement creator-driven content models to stay in the game.
