In 2026, agencies will enter a new era of uncharted territory. The old rules of audience, measurement, and creative impact are being recast, and every planning conversation carries pressure. Agencies that thrive will be those that turn efficiency, integration, and creativity into actionable advantages.
2025 pushed agencies to rethink everything from measurement to creative accountability. In 2026, we’re watching how those pressures evolve – and where the real opportunities emerge. Below, my team shares what they’re seeing and where agencies should focus next to start and finish the year strong.
– Courtney Howell, Head of Samsung Ads Agency Development
1. Efficiency is the new operating system
With agencies under immense economic pressure, operational efficiency has moved from a “nice-to-have” to an essential way of doing business.
“Advertisers will place a bigger emphasis on programmatic, automated ways of buying, and flexible partnerships,” said Howie Keenan.
As agencies prove performance while saving money, efficiency and results go hand in hand. “The cheaper the rates are, the lower the CPA and ROAS end up being,” he added.
Ultimately, the agencies that systematize efficiency through automation and flexible media models will be the ones that stand out in a volatile market.
2. Connecting data to decisions is now table stakes
In 2026, agencies that win will connect exposure, engagement, and outcomes into a singular narrative.
“Having access to data isn’t the differentiator anymore; everyone’s swimming in it,” said Thomas Hauck. “The real advantage comes from how well you can connect it. Integrations are what turn data into direction.”
Planners should build bridges early and include measurement and data partners from the start. “The best performers won’t be those with the most dashboards or the biggest datasets,” said Hauck. “They’ll be the ones who can bring those pieces together to tell a cohesive story.”
3. Creativity is the new growth lever
In CTV, creative is no longer just a means for storytelling; it’s essential to measurable performance. The right creative in the right placement can directly influence engagement, conversion, and growth.
“Breaking through to consumers with storytelling creates resonance and memorability,” said Andrew Gottlieb. Agencies that integrate creative strategy with data insights can prove that content, format, and measurement are performance multipliers.
4. FAST is just TV
FAST is now mainstream, and free, high-quality streaming has become a daily habit.
“Consumer behavior has become the anchor,” said Joe Grisafi. “If you understand how people actually enter and navigate the TV experience now, FAST stops looking like a fringe add-on and starts looking like a primary access point.”
Agencies and brands that embrace FAST as a core channel will reach audiences in highly engaged, measurable environments, blending entertainment and performance seamlessly.
Pay TV and cord-cutting will continue to grow, but TVs will remain at the heart of the home. FAST services are becoming the go-to place for free, high-quality entertainment.
5. Homescreens are the new high-impact real estate
The first moments of content discovery on streaming platforms have become critical touchpoints. Homescreens now serve as premium real estate for viewer attention.
“That first impression when a viewer turns on the TV is unlike any other,” said Mantel. “The impact that it has is being recognized by more diverse categories of clients outside of endemic tune-in advertisers, such as travel or auto, that are looking for unique, high-impact solutions.”
Strategically leveraging homescreen placements allows brands to reach viewers before subscription or ad-free environments take over, turning discovery into measurable engagement.
6. Independent agencies will out-innovate the HoldCos
As HoldCos face structural challenges, independent agencies will use agility and risk-taking to gain an edge. Free from shareholder demands and global structures, independents can test faster and experiment with less friction.
“The best innovation comes through taking some risks, trusting your team, and collaborating closely with best-in-class partners,” said Don Feldman. “Agencies succeed when their clients succeed.”
In an industry that demands experimentation, independence and flexibility allow smaller agencies to drive outsized innovation and results.
7. AI won’t replace planners – it will free them to do better work
Planning teams are operating under tighter constraints than they were a year ago. Budgets are scrutinized line by line, performance expectations extend across every screen, and there’s zero tolerance for guesswork. At the same time, the volume of data planners are expected to use has skyrocketed.
That’s where AI is already changing the job – not by making decisions on a planner’s behalf, but by removing the noise that makes good decisions harder to discern.
“Planners don’t need more metrics,” said Kerry Phay. “They need clearer signals about what’s actually working, what’s being over-served, and where attention is being missed.”
The agencies winning in 2026 won’t be going it alone. Samsung Ads is here to help you turn these predictions into practice with the tools, data partnerships and flexible solutions that let you move fast and prove impact. Connect with our Agency Development team to explore what’s possible.