The UK media landscape is no longer shaped by distinct, predictable channels. Search is evolving far beyond keywords. Social is shifting into private and high-intent spaces. Attention is fragmenting. Rising regulatory constraints and the continued proliferation of AI means the rules of planning, investment and measurement are changing rapidly. The lines between channels aren’t just blurring - they’re disappearing altogether.
Yet, many media strategies are still built for a world where channels could be planned, bought and measured in isolation. In today’s converged ecosystem, that approach no longer delivers effectiveness. Budgets optimised within silos struggle to drive growth across the full consumer journey, while platform-level metrics often mask what’s really driving business outcomes.
As we look towards 2026, integration is no longer a process challenge. It’s a strategic imperative. Our UK Media Predictions 2026 report outlines the key shifts we’re seeing across the media landscape, and our opinions on what brands must do to maintain impact and move beyond siloed thinking.
Drawing on insights from some of our 1,200 activation specialists, grounded in real-world client experience, the report explores four critical areas: Search, Social, Addressable and AV.
Download the full report here.
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