South African marketers are entering 2026 in a tough but opportunity rich environment. Audiences are shifting to streaming and short form video. AI is changing how content is created and how people search. Privacy rules are tightening, and budgets still have to do more with less, says the agency.

In that context, trend talk can feel like a distraction. What most CMOs, brand managers and business leaders want is simple: A clear view of what's changing, what still matters and where to put their next budget, adds the agency.

That is the gap that Red September sets out to address with its Red September 2026 Digital Marketing and Advertising Trends Report. Instead of another long list of predictions, it narrows down ten trends that are already reshaping how South African brands plan, buy and measure marketing, says the agency.

Three Questions Teams are Asking in Real Planning Rooms

How South African Media Consumption is Changing

South Africans are not consuming media the way they did even two years ago. Vertical video, streaming platforms and new formats are redefining reach, frequency and engagement. If a brand is still planning like it is 2019, it's paying for impressions that no one truly sees, says the agency.

Connecting Marketing to Real Business Results — Connect Marketing to Business Results

Leadership teams want more than channel dashboards. They want to know which activity is driving revenue, margin and long-term brand health. The report explores how leading brands are rethinking measurement, experimentation and reporting so that marketing earns its place at the decision-making table, adds the agency.

Rebuilding Trust and First-Party Data Strategy

Consumers are more sceptical, more informed and more protective of their privacy. At the same time, the loss of easy third-party data is forcing brands to rethink how they earn consent and how they use the data they already have in a smarter way. The brands that win will be the ones that treat trust and first party data as strategic assets, not compliance checkboxes, says the agency.

Across these themes, the report aims to keep a tight focus on South Africa. It looks at real local behaviour, platform usage and regulatory context, then translates that into actions that can be taken by lean in house teams and agencies alike, adds the agency.

Why This Report Matters for South African Brands in 2026

This report is designed with the aim to be used by anyone tackling their 2026 plan, revisiting their media mix, or are in need of a sharper narrative for their next board presentation, concludes the agency.

The 2026 Digital Marketing and Advertising Trends Report is available as a free download from Red September's website.

For more information, visit www.redseptember.co.za. You can also follow Red September on Facebook, LinkedIn, or on Instagram.

*Image courtesy of contributor