With how fast things move in marketing, it's more important than ever to earn consumer trust and holding their attention has become the cornerstone of brand growth. The divide between online and offline worlds is blurring, and audiences now expect advertising that feels relevant, respectful, and trustworthy, no matter where they encounter it.

As we look toward 2026, understanding what truly drives ad trust and attention is critical. Data from a global study of over 21,000 consumers and 1,000 marketers by Kantar Media reveals intriguing shifts in attitudes, priorities, and behaviors that can guide smarter, more impactful campaigns.

Why Trust and Attention Are More Critical Than Ever

We see time and again that trust is the foundation on which meaningful attention is built. It’s no longer enough for an ad simply to appear in front of an audience. Today’s consumers are selective and savvy; interruptive or irrelevant ads will be tuned out or may even damage a brand's perception.

In fact, research shows that more than half of consumers now have a positive attitude toward advertising overall. This reflects a growing openness, but only if brands demonstrate respect for the audience’s time and deliver clear value.

The key is creating ads that feel useful, entertaining, or informative. Trust and attention together convert casual viewers into loyal customers.

This shift has raised an important question: How can marketers craft campaigns that earn both?

Integration: The Secret to Campaign Impact

One clear answer is integration. Campaigns that connect the dots across multiple channels generate an astonishing 45% more brand impact compared to fragmented efforts. Consumers appreciate ads that tell a consistent, engaging story that flows seamlessly whether they see it on social media, at the point of sale, or during an in-person event.

Interestingly, consumer perception of campaign integration has steadily risen from 58% to 66% over the past decade. Yet marketers’ confidence hasn’t kept pace, it has fallen from 89% in 2017 to 64% today. This gap reveals a tough reality: As channels diversify and grow more complex, delivering harmony across all touchpoints has become increasingly challenging.

Getting this right requires more than coordination, it demands strategic creativity. A product launch campaign, for example, has to align influencer stories on Instagram with immersive experiences on TikTok and complementary messaging in offline stores. Each channel has its own strengths, but all must reflect a clear, unified brand voice.

This integrated approach not only boosts your impact but builds trust by reinforcing the message consistently wherever consumers interact with the brand.

Innovation: Breaking Through the Noise with Creativity

While integration strengthens campaigns, creativity ensures brands are noticed in crowded spaces. Yet, it’s surprising to see how few feel advertising is truly innovative. Only 29% of consumers and just 14% of marketers think ads feel innovative today.

That’s a huge signal for brands to experiment and disrupt norms. The fastest-growing spend areas in advertising (social commerce and creator-driven content), highlight where real innovation is happening. Over half of marketers are increasing budgets in these areas, betting on formats that engage audiences actively rather than passively.

True innovation goes beyond tech; it’s about authenticity and story. Great campaigns invite participation or simplify choices, whether through shoppable livestreams, engaging influencer collaborations, or interactive video content that pulls audiences in.

For example, a lifestyle brand might foster a TikTok challenge encouraging users to remix branded sounds, creating authentic user-generated content that naturally fuels word of mouth and conversion. This blend of fun, community, and commerce is what innovation looks like in action.

Platform Preferences: Balancing Entertainment with Trustworthy Spaces

Where audiences want to see ads and where marketers prefer to invest don’t always align. Consumers rate Amazon brands, Snapchat, and TikTok highly for their relevant, entertaining, and low-intrusion ads. Meanwhile, marketers place greater trust in YouTube, Instagram, Google, Netflix, and Spotify, platforms known for brand safety and established effectiveness.

These differences influence where dollars flow: For instance, despite lower marketer trust, TikTok is projected to receive a 64% hike in ad spend as brands chase its unmatched attention-grabbing power. In contrast, some platforms like X (formerly Twitter) are losing trust fast, with marketers planning to cut nearly 30% of their spend in coming years.

But smart marketers balance this tension. The best campaigns don’t just chase the flashiest platform but build media mixes that play to each channel’s strengths, whether that means reaching new audiences with TikTok or reinforcing reliability with trusted giants like Google and Netflix.

The Power of Local Context: Ad Receptivity Around the World

How receptive people are to ads varies dramatically depending on geography. For example:

Offline ads such as at point of sale or live events remain dominant in many markets. However, digitally native formats like online sponsored events are climbing fast in popularity, now ranking seventh globally, a new record for online channels.

This tells us that localization is essential. Brands must tailor their campaigns to regional nuances, from choosing the right channels and messaging style to partnering with local influencers who understand cultural context deeply.

For instance, a multinational consumer brand could boost authenticity and engagement in Africa or the Middle East through direct community events and trusted local creators. Meanwhile, in Asia Pacific, the same brand might minimize intrusive ads and focus on contextual, value-led digital experiences where audiences prefer subtler marketing.

Generative AI: Embracing Technology with Transparency

Generative AI is reshaping advertising, powering everything from creative ideation to personalized content at scale. Both consumers and marketers are warming to AI’s possibilities, with positivity rising from 62% to 68% among consumers, and 68% to 75% among marketers just this past year.

However, trust is still an important hurdle. Over half of consumers fear the rise of fake ads generated by AI. Marketers, though largely adopting AI for efficiency, are aware that this anxiety has to be managed through education and transparency.

The most effective brands have acknowledged AI’s role openly, provide clear indications when AI-generated content is used, and invite consumers to engage in dialogue. This builds consumer confidence and positions AI as a tool to enhance authenticity rather than undermine it.

Practical Steps for 2026: Plan with Purpose and Precision

To navigate an increasingly complex marketing environment, here are some actionable frameworks marketers can use:

• Audit and align all media channels for clear, consistent messaging.

• Foster a culture of continuous innovation through small, agile tests of new formats and platforms.

• Evaluate media partners with a trust matrix, weighting consumer preferences alongside brand safety.

• Localize campaigns deeply, refining language, visuals, and offers to fit each market’s culture.

• Create transparent communication strategies around AI, inviting feedback and educating consumers.

Ellera’s Take: Building Campaigns That Matter

At Ellera, we believe the best campaigns start with a story that respects the audience and a strategy that binds creativity, integration, and trust. Forward-thinking brands will not only adapt to new platforms and technology but embed an unsaid genuine-ness and purpose in every interaction.

The brands that grow in 2026 will be those that connect consistently, innovate boldly, and communicate transparently, turning short attention-spans into lasting relationships and meaningful growth.

Final Thoughts

The data is clearer than ever in how brands that weave together integrated storytelling, bold innovation, and deep audience understanding are the ones that win. But beyond strategy, it’s about respecting the human experience behind every impression: offering relevance, quiet authenticity, and transparency.

As you plan your 2026 media mix, remember that no single channel or shiny new tool holds all the answers. Success comes from thoughtful alignment - choosing the right platforms for your brand, listening carefully to your audiences, and adapting content in ways that feel genuine and timely.

Embracing emerging technology like generative AI is part of this journey, but it requires openness and education to turn curiosity into confidence.

At Ellera, we champion an approach that’s grounded in data but energized by creativity and human connection. Campaigns that connect meaningfully across channels and cultures, that innovate with purpose, and that build trust over time are not just advertising, they’re lasting partnerships between brands and the people they serve.

Look beyond trends and numbers. Invest in stories that matter, deliver value that resonates, and evolve with empathy. When you do, attention turns into impact, and brands grow stronger for the long haul.

Let this be your roadmap for 2026 and beyond.