IAB digital reboot seminar 2026
The start of 2026 saw the Irish advertising industry come together for IAB Ireland’s annual Agency Predictions webinar, a forward-looking session that brought agency leaders together to unpack what’s next for media, creativity, performance and investment in the year ahead. Hosted in partnership with Mediahuis and moderated by Mediahuis Technology Editor Adrian Weckler and our brilliant director of performance Aileen Mcdaid, as the discussion laid out a clear roadmap for brands and advertisers navigating an increasingly complex digital landscape.
1. Disruption Meets Opportunity :AI is Now Business-Critical
One of the strongest signals from the panel was the pervasive role AI is playing across planning, measurement and media. Agencies emphasised that advertisers need to go beyond experimentation, integrating AI into their workflows not just for creative production, but, crucially, for measurement clarity and optimisation. As AI becomes embedded in media buying platforms and analytics tools, Irish advertisers that invest in both technology and talent will be better positioned to demonstrate impact and drive ROI throughout 2026.
This mirrors global trends showing that advertisers increasingly prioritise bottom-line outcomes and efficiency with AI tools now shaping everything from audience segmentation to creative testing.
2. Formats Evolve : Connected TV, Retail Media & Audio Take Centre Stage
Beyond generative tech, the discussion highlighted where audiences are really spending time. Connected TV (CTV), digital audio and retail media are no longer fringe channels , they’re core components of a holistic media plan. Advertisers in Ireland are already shifting budgets to reflect this change, tapping into the growing viewership on streaming platforms and the rise of podcast and music streaming consumption.
This trend is supported by broader market data: digital audio ad spend continues its growth trajectory, engaging large swathes of Irish audiences and offering more nuanced targeting than traditional broadcast.
3. Measurement Matters : Bridging Planning and Performance
A recurrent theme throughout the webinar was measurement sophistication. With campaigns running across search, social, CTV, retail media and AI-enabled placements, the demand for cross-platform attribution and unified performance metrics is stronger than ever.
Advertisers are being reminded that traditional last-click metrics aren’t enough , and that crafting meaningful KPIs that reflect business impact (not just engagement) will be a defining capability in 2026.
4. Local Context is a Power Play for Irish Brands
While global trends set the framework, the panel consistently pointed back to local insight and cultural relevance. Irish audiences are highly engaged with locally resonant narratives, shared cultural moments, and community-driven content. This presents a major opportunity for advertisers who can tailor campaigns that tap into those moments with authenticity and strategic precision.
What This Means for Irish Advertisers
For brands investing in 2026, the implications are clear:
Reframe measurement around business outcomes, not just reach or impressions.
Build AI fluency across all teams; from media buyers to creative strategists.
Balance innovation with accountability: emerging formats like CTV and retail media need robust performance frameworks.
Leverage local insight to create culturally relevant campaigns that truly resonate with Irish consumers.
Irish advertisers face a year of rapid change but with the right strategic focus, 2026 could be one of the most impactful yet. Full recording can be found here https://iabireland.ie/webinar-recording-agency-predictions-2026/
