Brands Prioritize Creator Partnerships Amid Shift in Ad Spending Focus

As brands adjust their advertising strategies for 2026, creator and influencer partnerships have become pivotal. A recent study from the Interactive Advertising Bureau (IAB) reveals that 57% of brand and agency buyers view these partnerships as their top advertising priority. This represents a significant rise from 48% in 2025.

Shift in Advertising Priorities

The research, which surveyed 205 U.S. advertising decision-makers between November 2025 and January 2026, highlights an upward trend in priority given to creator partnerships. This shift correlates with an 18% year-over-year increase in spending within the creator economy. Brands seek “trusted, human storytelling” to differentiate themselves, especially as AI continues to influence media production and discovery.

Social Media Growth

• Social media is expected to be the fastest-growing advertising channel, with a projected growth of 14.6% in 2026.
• This outpaces connected television growth (13.8%), commerce media (12.1%), and digital video (9.6%).
• Overall U.S. advertising spending is anticipated to rise by 9.5%, increasing from 5.7% in 2025.

Focus on Customer Retention

While customer acquisition remains a key objective, its importance has slightly diminished. The survey shows that 54% of respondents plan to prioritize acquisition in 2026, a decrease from 64% the previous year. In contrast, the focus on driving repeat purchases nearly doubled, with 25% naming it a priority.

Emerging Advertising Goals

• Increasing brand equity: 37%
• Improving media efficiency: 33%
• Optimizing reach and frequency: 30%

This realignment reflects a need to manage rising acquisition costs and emphasizes performance-driven campaigns.

Artificial Intelligence’s Role

AI plays a crucial role in the advertising strategies for 2026. The IAB report indicates that five of the six top areas of focus for buyers relate to AI. A staggering 96% of respondents are aware of agentic AI, with 66% planning to emphasize it further in the coming year.

Key AI Focus Areas

• Generative AI in media campaigns: 78%
• Content optimization for AI answers: 73%
• Cross-platform measurement: 72%
• Agentic AI ad buying: 66%

Cost Pressures and Measurement Challenges

Rising media costs remain a concern, with 34% of brands citing media inflation as a top challenge. Concerns over budgets for expanding connected television spending have also increased.

Strategic Adaptations

• 55% of respondents plan to focus on publishers with first-party data.
• Cohort-based advertising will rise to 35% from 23% as brands adapt to loss of individual tracking data.

Commerce Media and Experiential Marketing

Commerce media advertising, including formats for shoppable partnerships, is expected to grow by 12.1% in 2026. This growth is almost 30% faster than the overall advertising market and signals optimism around new consumer engagement methods.

Looking Ahead to 2026

As brands enter 2026, creator partnerships are now seen as essential components of marketing strategies. With changing media landscapes and a focus on both retention and AI-driven measurement, brands are poised to invest heavily in these collaborations. Despite potential economic uncertainties, the roadmap is clear: prioritizing performance, efficiency, and customer value remains at the forefront of advertising strategies.