Dentsu just dropped their 2026 Media Trends Report, titled "Human Truths in the Algorithmic Era." While the headline sounds like a philosophy lecture, the data inside highlights specific threats to the standard media mix.

1. "Search" is Now a Vertical Game

If your SEM strategy is still 100% Google Keywords, you are optimizing for 2015. The report confirms that search has splintered horizontally. It is no longer just about blue links; it’s about "Search Experience Optimization" (SXO) across disparate platforms.

  • The Shift: Users are bypassing Google for specialized entry points. They go to Amazon for products, TikTok for validation, and now LLMs (like ChatGPT) for answers.
  • The Risk: "Zero-click" searches are rising. Generative AI answers the user's question without them ever visiting your landing page.• The Fix: You must optimize your product feeds for Vertical Providers. Ensure your structured data is readable by LLMs, not just Google crawlers. If you are a retailer, your "Amazon Lens" and visual search strategy is now as critical as your text ad copy,.
Dentsu Media

2. Video: The "Short-Form" Sales Lift is Real

For years, planners have siloed Short-Form Video (TikTok/Reels) into "Awareness" or "Engagement" buckets, assuming it doesn't move product. The data now proves that assumption wrong.

  • The Data: According to Dentsu’s "Brand Reset" study, a single exposure to short-form video in a fast-scroll environment can drive a 6.62% lift in long-term sales.
  • The Comparison: Connected TV (CTV) is now performing nearly at parity with Broadcast TV. A single CTV exposure drives a 3.16% sales lift (vs. 3.61% for Broadcast).
  • The Fix: Stop treating TikTok as "experimental" budget. It is a lower-funnel sales driver. Re-weight your video mix to prioritize high-attention short-form placements over passive pre-roll,.

3. The "Friction Paradox": When to Add Barriers

We have spent a decade trying to make commerce "frictionless" (one-click checkout). The report argues that for 2026, strategic friction is actually a competitive advantage for brand building.

  • 'The Insight: While commodity purchases (groceries/batteries) must be instant, high-value brand equity is built through "The Chase."• The Proof: Brands utilizing "Drop culture," appointment-only shopping, or pre-manufacturing group buys are seeing higher engagement and desire than those optimizing purely for speed.
  • The Fix: Bifurcate your commerce strategy. For your volume SKUs, use Amazon’s "Buy for Me" agents to remove all friction. For your flagship launches, intentionally add steps (waitlists, exclusive times) to manufacture scarcity and community interaction.

The Bottom Line: the "Average Consumer" is gone. You are either optimizing for an AI agent that wants zero friction, or a superfan who wants more friction.