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Los Angeles, CA — January 14, 2026 — DISQO today released its annual Consumer Trends 2026 Report, exploring how economic pressure, evolving media consumption habits, and rising expectations for advertising relevance are redefining media effectiveness in 2026. 

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Download to learn how consumer attitudes, behaviors, and expectations are shaping brand success in 2026.

Honoring the people and values that fuel success

DISQO is starting 2026 on a high note with an honor we are proud to celebrate. For the sixth consecutive year, we have been recognized as a Built In Best Place to Work. This sustained recognition reflects the deliberate investment in building a workplace that drives measurable impact, enables innovation, and empowers employees to contribute, experiment, and develop at a high level.

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What shifting market conditions mean for brands and marketers

As 2026 takes shape, conversations across marketing and the broader business landscape have increasingly focused on volatility, shaped by economic uncertainty, evolving consumer expectations, and rapid technological change. Yet while budget pressure and organizational change are influencing how the industry talks about 2026, much of that dialogue remains inward-looking, anchored in constraint and risk. Volatility, however, is not a strategy. It’s simply the environment in which more intentional, adaptive decisions can be made.

What matters more is how consumers are responding inside the 2026 landscape, and the data shows a clear divergence between marketer anxiety and consumer behavior. Uncertainty hasn’t caused people to disengage or opt out. It’s made them more selective and more deliberate, demanding more value, relevance, and consistency.

From a consumer perspective, volatility functions less as a stop signal and more as a filter. People are paying closer attention to where they spend, which brands they trust, and what experiences earn their time and attention. Intent hasn’t disappeared; rather, it’s become more conditional.

This distinction is critical. When volatility is treated as the headline, brands and marketers risk mistaking caution for collapse. When it’s treated as context, a more accurate picture emerges: a market very much in motion, shaped by vigilance rather than withdrawal. Understanding that reality is the starting point for competing, measuring impact, and making confident advertising decisions in 2026.

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Download to learn how marketers can unify short-term campaign metrics with long-term brand health to drive sustainable growth.

How sophisticated brand measurement is helping marketers level up equity in 2026  

The power of your brand isn’t created by a single message or a perfectly timed impression. It’s built through the accumulation of interactions, memories, and moments of truth that shape how people feel, and ultimately, what they choose. This is the foundation of brand building; the subtle but persistent process that shapes brand image, brand equity, and brand awareness over time.

In 2026, consumers navigate choices through steady layers of advertising and brand experiences, more than isolated exposures, which means brands compete on the reliability they deliver and the trust they earn across every touchpoint. This growing expectation elevates the importance of brand strength, brand exposure, and overall brand health that businesses cultivate through their presence and consistent provision of value.

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The stakes of big game and tentpole marketing

Tentpole moments, especially the Big Game, concentrate attention and forge memory. They create rare windows where brand building can flow into both equity and action. Because strong advertising behaves less like a verdict and more like a rehearsal, these moments stack. They turn ordinary products into the obvious choice, the one people reach for even when no purchase is urgent.

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How small shifts reveal big impact across the full advertising funnel 

Marketers love big numbers, a viral spike, a record-breaking conversion rate, or a chart that shoots straight up. Yet when it comes to advertising effectiveness, the real story of growth is often written in smaller, steadier lines.

A 2-point lift in purchase intent may look like a modest gain. Still, it can represent thousands of new customers, millions in incremental revenue, and a measurable shift in market momentum. Those two points are the difference between being remembered and being chosen.

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Benchmarking advertising performance by category

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A marketer’s guide to analyzing ad results and campaign performance 

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Learn more about how brands that tailor their measurement frameworks to both maturity and purchase consideration are far better positioned to prove advertising’s real value.

We improve what we measure. That’s true in business, science, sports, and advertising. Measurement doesn’t just keep score; it defines the game. What we measure shapes what we value. And what we value sets the course for action.

But here’s the paradox: the most valuable and proven driver of growth in advertising — brand — is the one we measure the least.

Yet, it’s why people pay more for one bottle of water than another when both are clear, cold, and sitting side by side on the shelf. It’s the same reason brands invest millions of dollars and months of preparation into a single Super Bowl commercial. Marketers make that commitment because they know the cultural impact, loyalty, and long-term impact it creates for the brand.

Advertising, or the sum of every touchpoint, campaign, message, and signal across every channel over time, is what keeps score. It’s what makes brand choice instinctive rather than rational. And it has proven again and again, when understood, to be the most durable path to sustainable growth.

So while it’s no secret that marketers excel at measuring performance and do it often, the question is: why does measuring brand, the true engine of growth, still sit in the back seat?

Historically, it has been hard to measure, slow, and expensive. It was left off the same dashboards as performance and replaced by site visits, downloads, and signups. This made it difficult to see the very results building demand for tomorrow.

What is the brand movement?

The Brand Movement is a call to make brand the most measured signal in advertising. By scaling brand measurement across every dollar spent, marketers can see how brand and performance work in tandem to unlock the strongest ROI.

Equally, we need to, as an industry, reframe how we think about brand and performance media itself. A coupon or discount campaign at a retailer like Bed Bath & Beyond is often classified as pure performance, judged only on redemptions or sales. However, the reality is that these campaigns also shape how people feel about the brand. A shopper who redeems that coupon isn’t just lowering their basket price; their perception of the brand is being formed. This brand impact has always been there, hidden in plain sight, but until they become measured, they will not be understood.

The future of advertising depends on recognizing this dual impact. Performance campaigns drive immediate action, but they can also build brand or erode brand equity along the way. Brand campaigns create tomorrow’s buyers, while performance campaigns can and should reinforce brand meaning in the moment.

The urgency is sharper in the AI era. Automation is reshaping targeting, bidding, creative, and optimization, rewriting consumer journeys while making signals harder to track. Attribution is stacking models on top of models. In this shifting environment, brand is the anchor, the constant that guides decisions even when clicks fade.

The ripple effect of confidence and growth

When brand measurement becomes universal, confidence grows across the ecosystem. That confidence fuels reinvestment: brands scale campaigns with measurable proof, agencies stretch budgets further through sharper optimization, and media companies capture stronger commitments by demonstrating value with every dollar spent.

The result is an economic flywheel, with more effective campaigns, stronger outcomes, greater investment, and industry-wide growth.

The Brand Movement goes beyond measurement. It fills a critical gap in the marketer’s toolkit by showing how advertising drives the most important engine of growth: brand.

Once unlocked, it empowers marketers to propel their companies forward, ensuring every dollar builds lasting value and advertising becomes stronger, smarter, and more ambitious.

DISQO, the most advanced platform for measuring how advertising works, today announced the launch of its free self-serve brand lift product for media companies. The solution makes brand measurement simple, scalable, and accessible for campaigns without cost or complexity.

For too long, brand, the most important driver of growth, has been the least measured. In a trillion-dollar industry, less than 10% of campaigns measure brand outcomes. DISQO aims to fuel brand measurement across the advertising ecosystem and fill this critical gap in measurement.

“As AI rapidly transforms the consumer journey and attribution becomes increasingly opaque, the need for transparent and scalable brand measurement has never been greater. Our new self-serve product gives media companies the ability to prove impact with confidence,” said Armen Adjemian, CEO and Co-Founder of DISQO.

Impact for Media Companies

With brand lift integrated into campaign delivery, media companies can:

• Demonstrate how advertising drives both brand and performance outcomes.
• Elevate client conversations with transparent, trusted evidence of impact.
• Protect media company margins while scaling measurement across every advertiser relationship.

“DISQO is removing the barriers that kept brand measurement out of reach for most campaigns,” added Adjemian. “By making it free, simple, and scalable, we’re empowering media companies to deliver proof of value with every dollar spent — and strengthening the role of advertising as a driver of growth.”

Key Features of DISQO’s Free Brand Lift Product

• Simplicity & Scale: Easy-to-use software that integrates seamlessly into media company workflows.
• Accessibility: Free brand lift measurement available for campaigns, regardless of size or spend.
• AI-Powered: Automated insights that reduce operational overhead while scaling to meet the needs of both growing and enterprise media companies.
• Trust & Quality: Measurement built on direct relationships with real people, delivering authentic signals of consumer preference and sentiment.
• Human Support: Onboarding, training, and expert support to ensure success for media partners.

About DISQO

DISQO is the most advanced platform for measuring how advertising works–empowering marketers with insights to drive brand building and performance. DISQO delivers identity-based, cross-platform measurement and audience insights to connect media with how real consumers think, feel, and act. Our person-level data reveals the complete picture of consumer journeys, attitudes, and behaviors, proving media impact from brand to performance for leading brands, agencies, and media companies. Recognized by Inc., Deloitte, Ad Age, Digiday, Forbes, and Cynopsis, DISQO is shaping the future of advertising. Follow @DISQO on LinkedIn.

Press Contact:

press@disqo.com

Learn how a top streaming company partnered with DISQO to prove how their campaigns helped a well-known coffee retailer achieve campaign objectives across a variety of attitudinal and behavioral KPIs.

Winning one of advertising’s most competitive arenas using marketing benchmarks

Consumer packaged goods marketers are navigating one of the most complex media environments in advertising. Once anchored in shelf placement and mass reach, the category now contends with fragmented channels, shifting consumer behavior, and rising pressure to prove outcomes across the full funnel.

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New data shows how LGBTQ+ visibility and integrity drive Gen Z loyalty and spend

If you work in brand, media, or campaign strategy, chances are you’ve been asked lately: Is purpose-driven diversity marketing still worth it? Especially when the political climate is so volatile. In this year’s LGBTQ+ Advertising report developed in partnership with Do the WeRQ, one thing is clear: Gen Z doesn’t just respond to your brand’s “purpose”; they hold it accountable. So, if your inclusion efforts lack integrity, they disengage.

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