What do the latest platform shifts tell us about the next 12–18 months of marketing, from LinkedIn’s growing role in creator and CTV targeting, to shoppable TV, AI-powered search, TikTok’s move into discovery, and Meta’s push to become everything at once?

In this June 2026 edition of Horizons, we explore the major changes shaping future media and marketing decisions. First, we look at LinkedIn’s growing importance beyond traditional B2B. The discussion covers LinkedIn’s move into creator marketplaces, the rise of thought-leader-led advertising, and the new opportunity to use LinkedIn data across connected TV. For both B2B and B2C brands, this creates new ways to reach audiences by job role, industry, location and professional context, while making channels like TV and outdoor more accessible and measurable.

The session then turns to connected TV and cross-device measurement. From shoppable TV ads that allow viewers to add products directly to basket, to pause ads, QR codes and household-level tracking, the conversation explores how TV is becoming more interactive, accountable and connected to digital behaviour. It also highlights the importance of cross-device measurement and media mix modelling, especially as brands need to understand how channels work together rather than letting platforms mark their own homework.

The episode then digs into Google’s changing ecosystem, with a focus on data, AI search and commerce. The discussion explores Journey Aware bidding, the importance of clean CRM and first-party data, and how brands can use earlier audience signals to improve performance later in the buying journey. It also looks at universal carts, AI-led shopping, ads inside AI responses, and the growing need for regular AI and LLM visibility audits as search, discovery and purchase journeys become more fragmented.

Finally, the session explores major moves from TikTok and Meta. TikTok is making a stronger play for search, local discovery and creator-led brand storytelling through branded buzz, search hubs and hyperlocal feeds. Meta, meanwhile, is pushing into smaller private spaces, forums, shoppable ad formats and more automated creative through Andromeda. Across both platforms, the message is clear: brands need to think beyond standard paid social, build momentum, create more useful content, and stay visible in the spaces where audiences are already discovering, sharing and deciding.

What you’ll learn:

The biggest shifts happening across LinkedIn, CTV, Google, TikTok and Meta
 Why LinkedIn is becoming more important for creators, influence and connected TV targeting
 How LinkedIn data can support both B2B and B2C media planning
 Why shoppable TV, pause ads and QR-led journeys are becoming more practical
 How cross-device tracking can connect TV, outdoor, mobile and online behaviour
 Why media mix modelling matters more as platforms become more automated
 What Google Journey Aware bidding means for CRM data, lead quality and audience signals
 Why brands need to get their first-party data in order now
 How AI search, universal carts and zero-click buying could reshape e-commerce
 Why regular AI and LLM audits will become part of search and content strategy
 How TikTok is moving into search, local discovery and creator-led brand hubs
 Why hyperlocal feeds could matter for events, venues, tourism and public programming
 What Meta Instance, Forums and expandable shopper ads tell us about Meta’s direction
 Why creative volume, differentiation and control matter more under Meta’s Andromeda update
 What marketers should prioritise now to prepare for the next 12–18 months

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