under 50%
WarningPaid Media
CMOs are prioritising brand while planning fewer traditional brand campaigns than ever
CMOs are moving money toward brand while moving away from the format brand money used to buy: for the first time, under 50% are planning traditional brand campaigns. The budget is being reallocated to creator and video formats rather than to campaigns in the old sense.
Source
Meta, Top Trends 2026 - Marketing trends to help you win in 2026 (2026)
Meta
Meta, Top Trends 2026, Trend 7, s. 11; McKinsey State of Marketing, 2026
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