Here are the agency verticals I'm REALLY interested in right now:
These are my market observations and areas of interest as of September 2026. The event example is hypothetical.
YouTube for B2B
Consumer brands have been all over YouTube for 10 years. In my experience, B2B has largely ignored it because it's hard, it's a long game, and the ROI feels ambiguous. But YouTube is an incredibly powerful platform for building brand and educating customers. Google's generative AI search features can include relevant video, which is another reason I think B2B companies should take YouTube seriously. Almost nobody in B2B is doing this well, and that's exactly why there's an opportunity.
AI video creative
Video production is stuck between two extremes. On one side, hacky bros making cringy, uncanny valley garbage with no regard for intellectual property, brand safety, or brand voice. On the other, the ivory tower creative class who refuses to touch AI and isn't scrappy enough to keep up. There's a middle ground between those two that no one has effectively captured, and the agency that does is going to win a lot of business.
Ultra high-end curated B2B events
In B2B, a single deal can be worth eight or nine figures. That means you can justify spending a lot of money to get in front of the right people. You could host a dinner for 10 target buyers, bring in LeBron James, and shoot free throws after. If even one of those 10 relationships turns into a deal, the ROI on that dinner could be enormous. A company that packages and runs those experiences as a service is a really interesting concept.
Advertising inside video games and virtual worlds
Brands can already run activations and paid media in platforms like Fortnite and Roblox. I think in a couple of years this is going to be materially impactful and actually drive real business outcomes for brands.
About this article
Lightly edited from “Here are the agency verticals I'm REALLY interested in right now:” on LinkedIn ↗, originally shared by John Ghiorso on . The Journal edition was first published on September 14, 2026.
More about John Ghiorso →