As brands return to advertise during the Super Bowl, record ad prices and the need for flexibility in spending are highlighted amid economic uncertainty. After years of restraint due to the pandemic and political instability, many companies are eager to leverage the event's massive viewership. The evolving landscape has led advertisers to seek adaptable agreements with media companies, as ongoing discussions around new U.S. tariffs complicate marketing strategies. This shift towards performance-based models is increasingly influenced by AI as agencies grapple with economic volatility.
"In this period of uncertainty, we're seeing a significant shift toward more flexible, performance-based advertising models that allow brands to adjust spending quickly if conditions change."
"The scarcity of specifics in recent weeks, and sometimes contrasting messages coming from the White House, have fueled conversations about flexibility between chief marketing officers and media executives."
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