As uncertainty rises due to the tariffs crisis, media agencies are reevaluating their strategies for media investment, leaning towards direct deals with publishers and emphasizing curation. Industry leaders, like Bill Koenigsberg and Sam Huston, highlight a general shift towards more nuanced media planning approaches. Analysts predict a continued focus on efficiency as clients seek cost-cutting measures and scrutinize ad tech suppliers to secure desired impressions in a volatile economy. The industry's future points towards increased direct engagement and more strategic allocation of advertising budgets.
"The tariffs crisis is providing new ammunition for marketers and agencies already exploring those strategies."
"There is a trend in the industry to go back towards a more nuanced approach to media planning."
"I expect that trend to strengthen as tariff-induced macroeconomic uncertainty heightens scrutiny on media's efficiency and effectiveness."
"[Prices] either have to come up or the media's gonna have to be more efficient."
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