Will Tariffs Affect Your Marketing Approach? Here’s What Brands Can Do About It

Writer: Luis Reyes
Date: May 1, 2025

The global economy has been anything but predictable in recent weeks. One day the markets are up, the next they’re sliding into what feels like an endless dip. As Forbes recently reported, new tariffs have over 90% of advertisers reassessing their ad budgets. With constant headlines and rising uncertainty, it’s no longer a question of if—but how—these shifts will impact advertising strategies. The lack of clarity of financial adjustments around every corner, including the impact of new and looming tariffs, leads to fluctuations in advertising spend and shifts in media strategies inclusive of local and national businesses as brands and marketers are left navigating an increasingly complex landscape.

A recent report from eMarketer outlines several scenarios, ranging from limited to heavy tariff implementations, and how each could influence advertising budgets on a national scale. But the reality is that marketers are no strangers to fluctuation—whether it’s driven by economic policy, evolving technologies, shifting seasons, national pandemics, or even the changing timelines of long-anticipated privacy updates.

This moment is no exception.

This isn’t about sounding the alarm—it’s about staying ahead. “I get it—economic headwinds make people cautious. But the data is clear: brands that maintain visibility during downturns recover faster and grow stronger. Our approach is simple—equip marketers with the tools to be nimble, to measure what matters, and to stay present in the minds of their customers. Cutting spend might feel safe in the short term, but it can be the costliest move long-term.” — James Moore, Chief Revenue Officer, Simpli.fi

With the right strategies in place, brands can confidently adapt, allocate budgets with precision, and drive measurable results—even amid economic volatility.

WHAT ECONOMIC CHANGE MEANS FOR ADVERTISING SPEND

Economic shifts have a direct impact on consumer behavior. And when buying habits change, marketing strategies must evolve just as quickly. These shifts trigger a familiar chain reaction:

• Budgets shift or stall, forcing advertisers to re-prioritize spend.
• ROI expectations increase, demanding more performance with less waste.
• Media mixes evolve, as brands seek faster, more flexible platforms.

In these moments, blanket budget cuts aren’t the answer. What advertisers really need is a strategy built for adaptability—one that flexes with the market while still delivering results. That’s where the right advertising partner makes all the difference. With tools designed to respond in real time, insights tailored to your audience, and an infrastructure built for performance, you can stay proactive—even in unpredictable times.

ADAPT, DON’T RETREAT: HOW BRANDS CAN THRIVE IN A VOLATILE MARKET

Now isn’t the time to pull back—it’s the time to move forward with precision. Turning off your ads entirely is like throwing your engine into park during a race—when it’s time to accelerate again, you won’t just lose time getting back up to speed, you risk falling behind altogether. Momentum matters, especially when every impression, click, and conversion counts.

How Brands Can Thrive During Tariffs – Four Resilient Strategies:

1. Prioritize Flexibility with Real-Time Media Buying

Rigid media contracts and upfront commitments don’t leave much room to respond to sudden economic shifts. Programmatic platforms—especially those built on real-time bidding—offer agility, allowing you to:

• Adjust spend daily (or even hourly)
• Optimize based on real-time performance
• Reduce or scale campaigns instantly across digital and traditional channels

Simpli.fi’s media solutions are built for this kind of fluidity—giving advertisers full control over their campaigns without losing momentum.

2. Leverage AI to Optimize Every Dollar

AI isn’t just a trend—it’s a transformative shift in how modern marketers plan, execute, and optimize campaigns. When every dollar counts and speed matters, AI becomes the strategic advantage that elevates your entire advertising approach. With the right partner and AI-powered tools, your campaigns are constantly learning, adapting, and improving in real time.

• Identify and engage the right audiences based on real-time behavior
• Predict which channels and formats will yield the strongest ROI
• Automate campaign adjustments to make every dollar go further

With Simpli.fi’s AI-driven platform, including proprietary tools like Autopilot AI and Media Planner, working behind the scenes, your campaigns aren’t just running—they’re continuously optimized for impact. That means fewer wasted impressions, better outcomes, and a strategic edge when it matters most.

3. Go Full-Funnel to Maximize Value

Economic uncertainty affects every stage of the buyer journey. Full-funnel strategies ensure you’re not just generating awareness—you’re nurturing leads, driving conversions, and delivering measurable impact to gain business success during uncertain times.
With Simpli.fi, advertisers can connect touchpoints across CTV, display, mobile, and more in one place—streamlining efforts while ensuring no audience is left behind. And when it comes to Connected TV, affordability doesn’t have to mean compromise.
Our ZTV solution provides an accessible entry point to premium, large-screen advertising—at any budget level. It’s built for advertisers who want the impact of TV without the traditional cost barriers. In fact, ZTV ensures your brand has the impact it needs—without overspending, keeping your ad on the big screen even when budgets are tight.

4. Rely on Transparent Partners

In challenging times, trust matters more than ever. Every marketer deserves complete transparency in their advertising partner from brand safety to pricing to reporting. The economic stresses provide enough worries – where your ads are running and what you’re being charged shouldn’t be one of them.

At Simpli.fi, Trust has always been at the forefront of everything we do—a commitment to transparency, performance, and accountability has always been a part of our DNA. From clear reporting to real-time dashboards, Simpli.fi gives you full visibility into how your campaigns perform. We don’t just deliver results—we show you how we got there.

THE BOTTOM LINE: ADVERTISING THROUGH ECONOMIC CHANGE

Economic shifts are no surprise. History shows that the brands who weather economic storms best are the ones who stay active and intentional. The companies that adapted, innovated, and seized the opportunity ensured longevity and future success.
At Simpli.fi, we help advertisers navigate uncertainty with confidence. Whether you’re facing new tariff changes that impact your market, tighter budgets, or evolving consumer behavior, our team is ready with solutions that deliver clarity, performance, and peace of mind. With transparent tools, agile strategies, and a deep commitment to partnership, we don’t just help you weather economic shifts—we help you rise above them. When conditions change, Simpli.fi is the steady, strategic ally your brand can count on.

Ready to build resilience into your marketing plan?
For the latest insights on navigating change with confidence, follow us on social, explore our blog, or connect with our team. Fill out the form below, reach out to your Simpli.fi representative, or email us anytime at hi@simpli.fi. We’re ready when you are.

Luis Reyes Sr. Manager of Content Marketing | Simpli.fi Luis Reyes is a dynamic leader in content marketing, recognized for strategically elevating brand presence and driving impactful results. As the Senior Manager of Content Marketing at Simpli.fi, he leverages extensive expertise gained from previous roles, including Senior Client Success Manager for national advertising agencies and enterprise clients, Marketing Content Creator at a leading healthcare services provider, focusing on brand mergers and project management, and Sales Account Manager at a prominent digital marketing firm, where he secured and managed national and regional digital marketing campaigns along with creative work. His diverse experience and forward-focused approach solidify his status as an authority in today’s competitive marketing landscape.