As we step into 2026, the retail landscape — and the digital advertising ecosystem attached to it — is poised for transformation. Experts assembled by the National Retail Federation (NRF) point to a mix of technological acceleration, evolving consumer motivations, and structural market shifts that will shape how brands connect with audiences. Their insights provide a useful lens through which digital marketers — particularly those focused on mobile advertising and connected TV (CTV) — can anticipate where the industry is headed.
1. AI Goes Mainstream — But with Stronger Governance
One of the strongest themes identified by NRF insiders is the continued integration of agentic AI — systems capable of performing tasks autonomously across functions like marketing, supply chain, customer service, and personalization. Rather than just being a futuristic concept, AI is increasingly embedded into everyday operations.
In digital advertising, this matters in two key ways:
- AI-powered personalization and prediction: As marketers gather more first- and zero-party data, AI will help unify signals across devices and platforms — from mobile app engagement to CTV viewing patterns — to tailor messaging with more precision.
- Governance and risk management: With more automation comes a need for clear structures to avoid bias and safeguard data integrity. Marketers will need to balance speed with compliance and ethical frameworks in deploying AI systems.
For mobile and CTV campaigns, this era of AI isn’t just about scaling personalization — it’s about doing so responsibly and transparently, building consumer trust while improving campaign performance.
2. Consumer Motivation Becomes Central
The NRF experts emphasize that understanding why consumers spend — the motivations behind purchases — may be even more important than raw spending data itself. Economic pressures and shifting priorities mean that consumer behaviour isn’t linear or predictable.
This offers a strategic opportunity for digital advertisers:
- Platforms like CTV and connected mobile environments offer deeper behavioral signals than traditional linear TV or desktop alone.
- Combining location-based engagement with content consumption patterns can untangle not just what people buy, but why — shaping messaging that resonates emotionally as well as functionally.
In practice, this means campaigns need to speak to purpose, not just product — tying brand messages to moments of real relevance across multiple screens.
3. Omnichannel Experiences, Malls and Physical Spaces Aren’t Dead
Contrary to past narratives of digital dominance, physical retail — including shopping malls — is experiencing a resurgence as experiential destinations.
For digital advertising:
- CTV and out-of-home (OOH) integration can bridge online and physical engagement, driving awareness that translates into store traffic.
- Marketers can use cross-device attribution to understand how viewing a CTV ad influences not just online conversions but in-store visits — a critical development for holistic measurement.
This trend underscores that digital media is no longer separate from physical experiences, especially as brands creating deeper engagement will win in 2026.
4. AI Agents Are Reshaping Discovery and the Path to Purchase
AI’s impact goes beyond automation — it’s reshaping how consumers discover products and make decisions. NRF resources highlight that AI agents are beginning to function less like tools and more like shopping companions.
What this means for advertisers:
- Traditional paid ad funnels can be disrupted as AI intermediaries start recommending products outside of ad inventory.
- Brand visibility in AI-driven discovery will require new tactics — including strong content priming, optimization for AI platforms, and integration with voice and chat interfaces.
- This shift challenges advertisers to move beyond pure performance ads and invest in sound structural signals (like product catalogs, reviews, and metadata) indexed by AI systems.
These dynamics open opportunities for more intelligent media sequencing — leveraging CTV for broad resonance and mobile for conversion signals.
5. Content and Context — The Creative Pivot
Marketing analytics and content strategy continue to be core markers of success for CMOs. NRF experts emphasize storytelling that resonates culturally and socially — not just algorithmically.
In a 2026 context:
- CTV thrives on rich narrative formats, allowing brands to build layered stories that mobile or social alone cannot.
- Mobile formats — ranging from short-form video to interactive experiences — are perfect for reinforcing those narratives at key moments along the user journey.
Understanding cultural context and aligning media with unique moments — like major sports events or cultural moments — can amplify campaign impact across screens.
Final Thoughts: From 2026 Trends to Media Strategy
The NRF’s 2026 outlook offers a powerful reminder: digital advertising is no longer about isolated channels. It’s about seamless consumer journeys, powered by advanced AI and grounded in empathetic understanding of consumer needs.
For advertisers focused on mobile and CTV:
- Embrace AI not just as a tool but as a strategic partner in personalization and discovery.
- Prioritize connected measurement across devices to understand influence on both online behavior and physical store visits.
- Craft narratives that resonate emotionally — supported by data insights and enriched by cross-screen sequencing.
Ultimately, 2026 looks like a year where consumer choice, technological innovation, and creative relevance converge — redefining how brands think about engagement, growth, and connection across all screens.
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