We review the opportunities for media owners to grow advertising budget in 2026-28. We want to know if TV is successfully pursuing international brand budgets that are assigned for multi-market campaigns, and who can monetise long-form content on video sharing platforms and social media. Can non-interruptive ad formats help minimise ad loads, and what is the potential for home screen and pause ads, and more contextually intelligent ad placements? Should we make better use of ads that surround a reduced video picture, like L-bars? We ask whether sales houses can attract more digital-centric buyers by making broadcast TV inventory more digital-like, and if budget can be unlocked by unifying broadcast and streaming audiences and inventory.