"There's a lot more flexibility for how to get to the guarantee or to the objective that marketers are asking for now than they have in previous years,"
"I'm seeing a lot more conversations around ad spending in the final quarter revolve around this idea of spending thresholds with discounts versus upfront commitments,"
"While tariffs are directly impacting the spend of some advertisers, they have not significantly influenced ad investment overall,"
"We're seeing a lot of brands finding other ways to handle the costs, like renegotiating deals or moving production, so they can keep their ad spending as steady as possible amid a shifting economic climate."
Ad budgets remain active late in the year, but marketers are cautious and limit large upfront commitments to protect margins. Deal structures now prioritize flexibility, using spending thresholds that unlock discounts instead of fixed guarantees. The push for agility began during the pandemic and has persisted as a common approach. Tariffs are pressuring costs for some advertisers, prompting renegotiation or shifting production so brands can maintain ad investment. Consumer spending appears mixed: market indicators look stable while households rely increasingly on credit. The prevailing result is restrained, fluid ad buying focused on performance and margin protection.
Read at Digiday
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