Big Shifts in Marketing — Here Are the Numbers Says
70%
Nearly 70% of CTV advertisers plan to increase spend in 2026, with an average rise of 17%, driven by stronger ROI and AI-powered optimization. Around 90% say CTV improves campaign ROI, while 58% see AI enabling real-time optimization, though only 44% believe it’s fully ready in 2026, highlighting both growth and challenges.
$1.4B
Henkel is acquiring Olaplex for $1.4 billion, aiming to strengthen its premium hair care portfolio and global reach. The deal, expected to close in H2 2026, reflects a strategic push into high-growth beauty segments, with Olaplex generating about €370M in annual sales.
3.5%
Amazon is adding a 3.5% fuel and logistics surcharge to FBA sellers starting April 2026, averaging about $0.17 per unit, increasing pressure on margins. Combined with earlier ~$0.08 per unit fee hikes, sellers face rising costs, with many expected to pass increases to consumers.
80%
Google’s AI-powered ads are delivering up to 80% higher sales for some brands, driven by better intent matching and real-time optimization. AI-driven search queries are 2–3x longer and more detailed, helping boost conversions by 14–19%, though trust and adoption challenges still remain.
180M
Reddit’s influence on purchasing is surging, with 180M+ U.S. users and ad revenue expected to hit $2.31B (+52.6%), showing its growing role in decision-making. Every second, 2 users seek recommendations and receive ~14 responses, while studies show 71% research brands on Reddit and 88% make purchases based on insights from the platform.
13.4M
Meta’s smart glasses push is gaining traction, with 7.3M units shipped and the market projected to reach 13.4M units by 2026, signaling strong growth potential. However, instead of investing directly in Meta Platforms, experts highlight partners like EssilorLuxottica as smarter plays, as they benefit from demand without heavy AI costs and risks.
9
At least 9 major retailers are closing stores in April 2026, including Goodwill, Nordstrom, and Macy’s, as part of a broader shift in the retail landscape. Closures include 150 Macy’s stores by 2026, 400+ Francesca’s locations, and 175 Eddie Bauer stores, driven by e-commerce growth and cost pressures, even as some brands plan new openings.