Apr 16, 2025
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As new tariffs increase economic uncertainty, advertisers are under intense pressure to stretch their budgets and prove the value of every dollar spent. While headlines may focus on potential spending cuts, savvy marketers see this as a strategic moment-an opportunity to reassess their media mix and lean into high-performance channels that offer measurable, full-funnel impact….
As new tariffs increase economic uncertainty, advertisers are under intense pressure to stretch their budgets and prove the value of every dollar spent. While headlines may focus on potential spending cuts, savvy marketers see this as a strategic moment—an opportunity to reassess their media mix and lean into high-performance channels that offer measurable, full-funnel impact.
One channel is emerging as a clear winner in this moment: Connected TV (CTV).
Tariffs often ripple through the economy in unpredictable ways—affecting consumer confidence, supply chains, and ultimately, advertising budgets. As brands navigate these headwinds, many are taking proactive steps to optimize their media investments. According to eMarketer, nearly one in four advertisers is considering pulling back on linear TV budgets as of March 2024.
The shift away from traditional TV is not simply about cutting costs. It’s about redirecting spend toward platforms that can deliver measurable outcomes, stronger targeting, and real-time performance insights. Enter CTV.
CTV advertising offers the best of both worlds: the immersive, big-screen storytelling power of traditional TV, and the agility, precision, and measurability of digital. That combination is proving especially valuable now, as advertisers seek not just reach, but results.
While linear TV viewership continues to decline, CTV usage is surging. In fact, CTV ad investment grew by 21% year-over-year in 2024, reflecting the growing confidence marketers have in its ability to drive performance (IAB, February 2025). And this momentum is expected to continue as brands seek reliable ways to connect with high-value audiences.
The media playbook is evolving. Marketers are increasingly shifting from broad-reach, awareness-based strategies to performance-oriented plans that prioritize efficiency and accountability. Channels that can deliver both scale and outcomes are gaining a larger share of the budget.
CTV fits squarely in this category. Its ability to influence the full customer journey—from awareness through conversion—makes it uniquely valuable in a time when every impression needs to work harder.
Moreover, 81% of U.S. advertisers now say that performance measurement is a top priority in their CTV strategies, up from 68% just a year prior (Advertiser Perceptions, December 2024). This reflects a larger industry shift toward transparency and data-driven decision-making.
CTV isn’t just a “safer” alternative to linear—it’s a smarter one. As economic conditions fluctuate, media plans need to be both resilient and responsive. CTV allows for real-time optimization based on audience performance and campaign outcomes, ensuring brands can pivot as needed.
Unlike traditional TV, which relies heavily on broad demographics and static buying, CTV enables granular audience targeting based on behavioral signals, interests, and demographics. This means less waste and more impact per dollar.
Let’s be clear: this isn’t about spending less—it’s about spending smarter. While some advertisers may be tightening belts, others are reallocating budgets in ways that amplify ROI. CTV provides a way to maintain a strong brand presence on the living room screen, without compromising efficiency or accountability.
In combination with other high-performing digital channels like paid search and social, CTV offers a media strategy that is both future-proof and performance-focused. This omnichannel approach gives marketers the flexibility and insight they need to drive results—even in uncertain times.
Tariffs may bring economic volatility, but they also offer a chance to reimagine how we approach media strategy. By prioritizing channels that offer transparency, agility, and measurable performance, marketers can build smarter, more resilient plans that don’t just weather uncertainty—they thrive in it.
CTV is more than a tactical response to budget pressure; it’s a strategic investment in accountability, growth, and the future of advertising.We’re here to help! Schedule a strategy call to meet with one of our performance CTV experts to discuss the best course of action for your brand or agency today.
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