Brands That Wait Now, Pay Later: Why Sitting Out During Uncertainty Is the Most Expensive Ad Strategy

When COVID-19 upended the world in early 2020, the ripple effects were swift and far-reaching across every industry, and advertising was no exception. Marketers found themselves in unfamiliar territory: facing rapid shifts in consumer behavior, media consumption, and spending priorities while trying to make the right decisions under extreme uncertainty. But for those of us in the media and advertising space, the pandemic served as a real-time masterclass in how to operate when the ground keeps shifting.

With the current AdTech landscape in flux (e.g., facing economic pressure, regulatory shifts, changes in consumer privacy, and evolving consumer expectations), the lessons from prior downturns remain not only relevant but vital. If you’re a media buyer, planner, or strategist navigating the current uncertain terrain, this is a reminder that what we learned from the extraordinary times during the pandemic can guide your most strategic moves today.

Lesson One: Pulling Back During Uncertainty Isn’t Always the Best Play

During the height of the pandemic, many U.S. brands instinctively slashed ad budgets (3.7%–7% overall). It was a survival reflex — understandable, but not necessarily strategic. What we later learned was that brands that stayed visible, even modestly, were the ones best positioned when consumer confidence returned. These brands didn’t have to “catch up” with awareness; they stayed top of mind all along. Those who pulled back faced challenges. For example, Kantar estimated that a six-month absence from TV resulted in a 39% reduction in total brand communication awareness, delaying recovery for brands that “went dark” in the post-pandemic world.

During the pandemic, U.S. consumer sentiment towards brand communication was actually rather positive. 66% said that hearing from brands about their response to the situation was comforting and reassuring, while only 8% of consumers felt that brands should stop advertising.

That insight applies directly to today’s market dynamics. Whether it’s macroeconomic uncertainty, cookie deprecation, or another unexpected shift in the business, the instinct may again be to play it safe. But the real strategic advantage lies in doing the opposite. 

Economic headwinds and market volatility can actually create the ideal environment for smart, sustained brand exposure. Why? In times of uncertainty, consumers are more conscious of their choices. They evaluate purchases more carefully, leaning into trust, familiarity, and relevance. Brands that maintain visibility are more likely to earn trust and consideration when purchase decisions are made.

Lesson Two: Shift, Don’t Stop — The Rise of Performance-Focused Media

Another key takeaway from the pandemic was that while some brands pulled back entirely, many others simply shifted their dollars. When it felt like the world was grinding to a halt, advertisers pulled back from large, expensive, high-commitment media buys — especially those tied to events, travel, or in-person experiences — and instead looked for ways to generate measurable performance.

That shift gave rise to channels that delivered results with lower risk and greater agility — one standout being performance CTV. Suddenly, advertisers realized they could appear on the big screen without making a massive investment. They could tell compelling brand stories in a premium environment and drive measurable outcomes like site visits, app downloads, or product purchases.

CTV became a performance channel, not just a brand play. That hybrid of storytelling and accountability proved invaluable during the pandemic — and continues to be a powerful strategy in today’s fragmented media landscape. For advertisers looking to make smart, ROI-focused moves in uncertain times, performance CTV is one of the most strategic opportunities on the table.

Lesson Three: Smart Brand Investment During Downturns Pays Long-Term Dividends

Another big lesson is that it’s not just about spending through uncertainty but spending wisely. That means being flexible with your creative, optimizing in real time, testing new channels, and measuring with precision. Success during volatile periods comes not from locking into a rigid plan but from having the right tools and partners in place to adapt quickly.

The brands that stayed active (and agile) not only maintained share of voice but often gained it. Media costs dipped, competition thinned, and savvy advertisers capitalized. When the market recovered, those brands didn’t just resume normal operations — they surged ahead.

This is especially true for performance-driven marketers. With data signals evolving and consumer journeys growing more fragmented, consistent media exposure across platforms has become more important than ever. Your target audience is still out there — just in more places, across more screens. An optimization-driven media strategy will ensure you reach them in the right place, at the right time, in the right mindset.

The Path Forward

The key lesson from the pandemic, and one that remains more relevant than ever, is that strategic consistency pays off. When faced with uncertainty, pulling back may feel safe, but it’s the brands that stay visible and agile that ultimately build stronger connections and long-term momentum.

Today’s fragmented, fast-moving media landscape demands a different kind of strategy, one that doesn’t pause in the face of volatility, but pivots. That means shifting spend toward performance-focused channels, leveraging media environments that offer both storytelling and accountability, and relying on real-time insights to continuously adapt your campaigns.

At Digital Remedy, we’ve built our solutions around that exact need:

• Performance CTV and omnichannel media solutions that scale with your goals
• Transparent, real-time reporting so you can optimize continuously
• Platform-agnostic buying that ensures you’re not locked into any one walled garden
• A team of experts and strategists that helps you stay nimble, no matter what’s ahead

Whether you’re navigating budget constraints, evolving consumer behaviors, or shifting regulations, we help you keep your brand present, measurable, and moving forward. Because the brands that maintain exposure, even in challenging times, are the ones that come out stronger, and Digital Remedy is here to make sure you’re one of them.