The tariff policies introduced in April 2025 have created stock market volatility and uncertainty for business leaders. Although these policies and country-specific deals remain fluid, recession concerns are already affecting the advertising industry's outlook. The shift from branding to performance strategies by advertisers will likely accelerate in the coming months. As increased costs and potential recession squeeze advertising budgets, brands face an even greater need for advertising effectiveness to reach and perform with consumers in a measurable way.

Despite these challenges, certain areas of the advertising industry are expected to remain resilient. We propose strategic and tactical responses across key advertising sectors, including social media, television, print, retail media, and digital out-of-home networks. Success for each player will depend on their ability to enhance, invest and solidify its performance levers and bring to market unique data- and results-driven solutions.

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