Like so many of us, advertisers and marketers are obviously putting focus on their AI capabilities.
And as MediaOcean’s recent 2026 H1 Advertising Outlook report shows which ad capabilities are top priorities, AI’s appearance as most critical for 39% isn’t a surprise.
No, the surprise is the investments that are just as critical, yet appear deprioritized from surveys past.
(Source: MediaOcean)
“While established pillars such as performance-driven paid media (51%), brand advertising (48%), and measurement & attribution capabilities (48%) remain essential, the shifts across several legacy categories signal a broader recalibration toward operational effectiveness — not a pullback,” says the report of capabilities that each saw a smaller priority percentage from the previous survey in May 2025. “Teams are doubling down on the channels and tools that consistently deliver results, with budget flowing toward newer capabilities that have now earned their place at the core of the media strategy.”
In addition to AI, cross-platform orchestration was also critical for 39%, as was automation for 30% (up from 28% in May 2025).
“Their rapid rise underscores a clear directional shift,” the report says: “Moving beyond siloed point solutions and toward systems that connect insights, workflows, and activation.”
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