As the advertising world gears up for the 2025 IAB NewFronts, IAB's Sheryl Goldstein emphasizes the increasing importance of flexibility, strategic partnerships, and outcome-oriented approaches in light of economic pressures and uncertainties. With 94% of advertisers worried about tariffs affecting spend and economic conditions softening, Goldstein suggests that scenario planning is critical. Companies are dusting off their contingency plans from the pandemic era, adopting a flexible, agile mindset to adapt to rapid changes in the advertising landscape, especially in affected sectors like automotive and small businesses.
Flexibility is the new premium, and scenario planning alongside strong partnerships will differentiate agile advertisers from those who may be left behind.
Advertisers need to revisit their Covid-era contingency plans, applying a worst-case/best-case/in-between mindset to effectively navigate current economic uncertainties.
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