Ad budgets are holding steady as 2025 winds down, but caution is shaping how those dollars are deployed. Marketers are leaning into flexible commitments, shifting spend thresholds, and keeping their options open as tariffs and economic uncertainty loom.
What does that mean for brands? Deals are being structured around agility and incremental proof of value, rather than long-term guarantees.
Navigating Uncertainty With Flexibility
Since the pandemic, flexibility has become the norm. Today, advertisers prefer thresholds with discounts instead of upfront commitments—allowing them to scale spend based on performance. It’s a way to protect margins while still pursuing growth.
But it’s also creating an environment of restraint. As Digiday reports, many brands are finding ways to keep spending steady—renegotiating deals, moving production, or cutting costs elsewhere to safeguard ad investments.
The Mile Marker Perspective
For Scott Shamberg, CEO of Mile Marker Agency, this tension is reshaping how marketers think about the value of their spend:
“With so much uncertainty in the markets, the tone throughout has been cautiously optimistic.”
That optimism is most visible in CPG, where leaders from Ralph Lauren to Church & Dwight have doubled down on marketing spend—even at the expense of short-term profits. The logic: brand investment now helps cushion the impact of price increases later.
Why Measurement Matters More Than Ever
In this climate, the pressure is on marketers to measure marketing impact more rigorously. CFOs are demanding proof that ad dollars drive incremental gains, not just surface-level metrics. That means:
- More incrementality testing
- More media mix modeling
- And more scrutiny on customer acquisition costs
The paradox of Q4 is clear: marketers are still spending, but every dollar must defend its value.
📖 Read the full Digiday article here:
Still Spending, Still Nervous: The Paradox of Q4 Advertising
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