In a recent Digiday article, Scott Shamberg, CEO of Mile Marker, weighed in on the current state of the global advertising landscape and how medium-sized brands are navigating the challenges posed by economic uncertainty. As large multinational companies face a potential slowdown due to tariff concerns, Scott shared his insights on how smaller and mid-sized businesses are using the current environment to their advantage.
According to WPP Media’s latest forecast, global ad spend growth has been downgraded for 2025, with a revised increase of 6% compared to the previous projection of 7.7%. Scott commented on the situation, noting that while some larger brands may be pulling back due to fears of tariff-induced volatility, medium-sized businesses are more agile.
“Medium enterprise brands are opportunistically leaning in — pulling budgets forward and finding some incremental to take advantage of demand available now,” said Scott. His perspective highlights how smaller, more nimble companies can make the most of these shifts by acting decisively while larger players hesitate.
The article also discusses the ongoing rise of retail media and creator marketing, which are expected to continue as major drivers of ad spend growth. With platforms like Instagram, YouTube, and Reddit surpassing TV in ad revenue share, Scott emphasized that these channels will only continue to grow, particularly as more global markets embrace digital advertising.
Retail media, in particular, is set to surpass linear and CTV combined this year, accounting for nearly 16% of global ad revenues. This shift reflects a broader change in the advertising landscape, where platforms that leverage user-generated content and real-time shopping data are becoming increasingly influential.
Read the full article on Digiday here.
If you’re looking to partner with a media agency that stays ahead of the curve, offering flexible strategies in uncertain times, get in touch with Mile Marker today!
We’re ready to help you grow and thrive, no matter the economic climate.
