The digital environment is entering a phase of oversaturation. There are many brands, and even more content. Every day, users encounter dozens of advertising messages in their feeds, on video platforms, in email, and in physical spaces. In this competition, the winner is not the one who speaks the loudest, but the one who understands context and audience needs most precisely. People are increasingly ignoring aggressive formats and choosing brands that communicate calmly and appropriately.

 

In 2026, modern advertising technologies are no longer simply a way to scale reach. They are becoming a tool for deep personalization and a scenario-based approach to interaction. Companies analyze behavioral data, test different creative hypotheses, and build communication around the real customer experience. The market is shifting from classic funnels to flexible models where every touchpoint has a logical continuation.

 

Physical retail spaces are also being transformed. Advertising screens are being integrated into the brand’s overall digital infrastructure and operating in sync with online campaigns. Digital signage system software allows companies to centrally manage messages, update information quickly, and adapt it to a specific time of day or audience type. This makes communication more relevant and flexible without increasing the cost of producing new materials.

 

 

1. Retail media 2.0: purchase as part of the experience, not the end of the funnel

 

Retail is gradually transforming into an experience in which emotions play no less a role than the functional characteristics of a product. Engagement is becoming the new currency: users choose platforms where they can interact, comment, watch videos, and receive recommendations in real time.

 

Today, product listings compete with short videos, streams, and entertainment formats. Users spend more time on marketplaces browsing reviews, comparisons, and curated selections. Content becomes the primary decision-making factor, and the purchase becomes a natural continuation of the interaction.

 

Western examples include Amazon, eBay, and Etsy, as well as TikTok Shop and Instagram Shopping, which actively combine entertainment with transaction. The algorithms of these platforms select recommendations based on user behavior, creating a personalized feed-based experience.

 

In physical stores, these changes are reflected through digital signage system in retail, which connects online activity with offline spaces. Screens can display video reviews, social proof, ratings, or dynamic recommendations. This approach strengthens multimedia content and creates a seamless transition between the digital and physical environments.

 

 

What brands should do:

 

– use marketplaces as media channels (Amazon, eBay, Etsy);

 

– transform product listings into a storytelling format;

 

– work with bloggers and streamers within e-commerce;

 

– test AR try-ons and interactive formats;

 

– synchronize online campaigns with screens at physical points of sale to create a unified experience.

 

2. Sincerity as a strategy, not a tactic

 

The era of the perfect brand is gradually coming to an end. Audiences are trusting polished images and flawless scenarios less and less. Instead, there is growing demand for real stories, authentic language, and openness. Brands that demonstrate their humanity earn a greater degree of trust.

 

Communication is becoming less declarative and more conversational. Instead of bold promises — concrete examples; instead of abstract values — actions and social initiatives. Technology plays a supporting role here: it allows brands to update content quickly, test different formats, and adapt messages based on audience response.

 

In retail spaces, this means moving away from standard promotional videos toward customer stories, behind-the-scenes production content, or employee interviews. This approach contributes to improved customer service, as people gain more context and confidence in their choices.

 

In addition, brands are increasingly turning to short documentary formats, live streams, and real-world case studies. This helps build long-term loyalty and reduces the distance between a company and its consumers.

 

A telling example is the “van life” trend: videos about living in challenging conditions with minimal comfort but a sense of freedom are gaining popularity on TikTok. This reflects a demand for authenticity and simplicity. In 2026, it will be precisely those brands that can combine sincerity with a well-built digital infrastructure that will gain a lasting competitive advantage.

 

 

3. Charisma matters more than expertise

 

Expertise is no longer a standalone competitive advantage. There is too much information, and it loses its value quickly. Audiences choose not just knowledge, but also personality, tone, and style of delivery. The context and charisma of a speaker often build trust more effectively than the depth of analysis.

 

In 2026, brands are increasingly building their communication around people — founders, experts, and ambassadors. It is human presence that creates an emotional connection that is difficult to replicate through standard advertising formats.

 

This trend is also visible in physical retail. For example, QR codes in advertising can lead not just to a product page, but to a video message from an expert, a short interview, or a personal recommendation. This creates a sense of genuine interaction even within a digital environment.

 

Augmented reality in stores opens up additional opportunities, allowing shoppers to engage with a brand in a more emotional format — trying on products virtually, receiving commentary from an ambassador, or exploring the story behind a product’s creation. This approach deepens engagement and makes the experience feel less formal.

 

 

Communication approach:

 

– develop personal brands within the company;

 

– create content in the voice of people, not an impersonal logo;

 

– use dialogue-based formats: podcasts, interviews, live streams;

 

– integrate interactive tools in physical spaces to strengthen trust.

 

4. AI as a partner, not the main character

 

Artificial intelligence has become a fundamental business tool. It is used for analytics, demand forecasting, idea generation, and process automation. However, audiences are increasingly quick to recognize “hollow” content — content created without depth or meaning.

 

This is why companies are shifting to a model where AI-powered digital signage system helps adapt messages to the time of day, visitor flow, or behavioral factors, while the final creative decision remains with a human. Technology enhances strategy rather than replacing it.

 

In retail, a digital signage app is widely used to quickly adjust display scenarios, test different formats, and integrate real-time analytics. This makes it possible to deliver personalized content to customers without complex production cycles.

 

Practice shows that AI is most effective where speed and scale are required. But emotional connection, tone, and strategic vision remain the domain of human responsibility. The balance between automation and creativity is becoming a key factor in competitiveness.

 

 

How to apply it:

 

– use AI to optimize processes, not to replace strategic thinking;

 

– analyze audience response and adjust scenarios accordingly;

 

– review materials for relevance and value;

 

– combine automation with authentic human communication.

 

The working formula for 2026 is simple: AI provides speed and scale, while humans provide meaning, trust, and emotion.

 

 

5. Hyperpersonalization as the new standard of communication

 

Identical messages for everyone no longer work. Users expect brands to take into account their context, experience, previous interactions, and even their current situation. Companies are gradually moving away from universal messaging and toward a “for each individual” model rather than a “for the masses” approach.

 

Personalized scenarios, adapted language, and relevant content are becoming the norm. Brands are developing separate channels for different audience segments and are effectively transforming into their own media outlets. This applies not only to online platforms but also to the physical spaces of stores, restaurants, and service locations.

 

In retail, a key role is played by the digital signage system, which allows display settings to be configured based on time of day, location, or visitor type. Through a content management CMS, marketers can quickly change communication scenarios, launch different versions of messages, and test hypotheses without additional printing or production costs.

 

This is especially evident in the HoReCa segment, where digital menu boards in cafés can automatically update their offerings in the morning, afternoon, and evening. This approach allows seasonal items, promotions, and new products to be promoted at exactly the right moment. In larger spaces, digital information panels help adapt messages to different zones and visitor flows.

 

Importantly, remote content management makes it possible to centrally control a network of screens across different cities or countries. This enables effective content management while maintaining a unified brand strategy alongside local adaptation.

 

 

Practical steps for brands:

 

– segment audiences by consumption scenarios, not just age and gender;

 

– create separate content branches for different segments;

 

– adapt messages to location, time, and behavior;

 

– use centralized management for rapid hypothesis testing.

6. Zero-click content: value without redirects

 

Users do not want to “go further” — they want an answer immediately. In a world of information overload, every additional click is a risk of losing attention. That is why content that is self-contained within a single platform or a single screen is becoming increasingly popular.

 

The zero-click format means that users receive complete information without needing to visit a website or open an additional page. This builds trust and shortens the path from query to decision.

 

In physical environments, this approach is implemented through short, clear messages on screens that immediately provide the answer: price, terms, benefits, instructions. The customer does not need to scan additional materials or look for a consultant — everything is clear at first glance.

 

 

What this means in practice:

 

– make content complete within a single platform or screen;

 

– provide guides and explanations without unnecessary calls to “learn more”;

 

– reduce the path from question to answer to a minimum;

 

– structure information so it can be absorbed in a matter of seconds.

 

 

7. Digital detox: silence as a new form of communication

 

Audiences are tired of constant noise. Information overload is pushing people to seek balance and calm. Slow living is no longer a niche trend — it is becoming part of mainstream culture. A brand that knows how to pause appears more confident and inspires trust.

 

Against the backdrop of overload, the value of minimalism, clarity, and concise messaging is growing. Less, but more precise — this is the new principle of communication. This applies to both social media and physical spaces, where visual noise can reduce the effectiveness of messages.

 

In environments with a large number of screens, it is important not to overwhelm the space with unnecessary animations and complex compositions. Concise formats, sufficient white space in design, and a clear information hierarchy allow a brand to appear modern and professional.

 

 

Strategic actions:

 

– reduce the frequency of publications while strengthening the substance of each message;

 

– eliminate visual and textual noise;

 

– create content that “breathes” and does not overwhelm perception;

 

– treat communication pauses as part of the strategy, not as a forced decision.

8. The era of communities and co-creation

 

Comments beneath content are increasingly becoming just as interesting as the content itself. Audiences actively interact with one another, creating in-jokes, memes, and discussions that form a distinct microculture around a brand. As a result, value shifts from one-way broadcasting to dialogue and participation.

 

Private platforms are growing in popularity: closed chats, themed groups, and subscription clubs. People are looking not just for information, but for a sense of belonging. Brands that create spaces for communication earn a deeper level of loyalty than those who rely solely on traditional advertising.

 

A community becomes a space for testing ideas, launching pilot products, and gathering feedback. Members feel valued when they can influence the direction of a brand. This changes the very logic of communication: the “we for you” model gives way to “we together.”

 

Local context is particularly effective in this regard. Internal memes, shared events, offline meetups, and exclusive offers for club members create a stronger emotional connection than standard advertising campaigns.

 

 

The formula for genuine communication:

 

– create closed chats and themed groups;

 

– encourage user-generated content and participation in product development;

 

– work with local context and internal memes;

 

– give audiences the ability to influence content and test new community formats.

 

People want to be part of something greater than just a news feed. That is why a community can build loyalty far more powerfully than any individual advertising format.

 

 

9. Advertising monetization: from reach to measurable value

 

In 2026, businesses are assessing the effectiveness of every advertising contact with increasing precision. Reach alone is no longer enough — companies need to understand exactly how advertising influences audience behavior and financial outcomes. Monetization is becoming systematic rather than situational.

 

Modern brands are moving toward a model in which advertising surfaces are not an expense but an asset. Media space in stores, shopping centers, and service areas is transforming into a tool for generating additional revenue. Location owners can offer advertising opportunities to partners or promote their own products with clear measurement of results.

 

One of the key analytics tools is Wi-Fi audience measurement, which allows businesses to assess the number of visitors, the frequency of return visits, and the duration of time spent in a specific zone. This enables more accurate calculation of placement costs and provides a solid basis for forming commercial proposals for advertisers.

 

Monetization also involves segmenting advertising packages: different formats, time slots, integrations with events, or seasonal campaigns. This approach maximizes the potential of each location and transforms advertising infrastructure into a standalone business direction.

 

 

Commercial strategy:

 

– evaluate advertising surfaces as a source of revenue, not just a communication channel;

 

– use analytics tools for transparent performance measurement;

 

– create flexible commercial packages for partners;

 

– combine analytics with creative formats to increase the value of each contact.

 

In the new reality, the companies that will succeed are those that know not only how to communicate, but also how to systematically measure and scale results. Advertising monetization becomes a logical extension of strategy, not an add-on.

 

Marketing in 2026 is no longer about volume — it is about precision. Brands are moving from mass messages to personalized scenarios, from chaotic content to deliberate systems, from mere presence to measurable effectiveness.

 

Technology is becoming the foundation, but strategy remains the decisive factor: how a company combines tools, analytics, and authentic communication. It is the balance between data, creativity, and trust that will define competitive advantage.


Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience. We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

 

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!