CES offered a clear view into how advertising strategy is evolving. Not through product launches or bold claims, but through the same questions surfacing again and again across agencies, publishers, and platforms.
The conversations made it clear that what worked before is no longer enough. As brands continue to plan for this year, strategy needs to shift towards mindset, CTV, and culturally relevant moments like sports.
Below are five signals from CES that point to how advertising strategy will need to evolve in 2026.