Maximizing Media Responsiveness with Uncertainty in the Marketplace
Guidance for CPG Brands Navigating Global Tariffs & Media Volatility
The Current State of the Media Landscape
Today’s media environment is increasingly unpredictable. Global economic pressures, especially fluctuating tariffs, are shaking up the way brands operate—particularly in the consumer-packaged goods (CPG) sector, where many products are sourced or manufactured overseas. As trade policies shift and economic uncertainty looms, brands must stay agile and informed.
Tariffs, along with inflationary trends and geopolitical tensions, are directly influencing how companies allocate media budgets. Combined with softness in scatter TV pricing and a general industry push toward more performance-driven, ROI-centric strategies, the need to re-evaluate media approaches has never been more urgent.
There’s a growing preference for channels that are not only cost-effective but also nimble. Media investments must now prove their value faster and adjust even quicker. That’s why CPG marketers are shifting away from rigid, long-term commitments and instead prioritizing media strategies that deliver results while remaining responsive to rapid market changes.
5 Strategic Ways to Maximize Ad Dollars in a Volatile Market
1. Lean into Performance Media
Channels like search, social, and programmatic are now foundational. They provide clear, measurable ROI and the flexibility to adjust in real time. When economic shifts or breaking news impacts consumer sentiment, keywords, targeting, and creative assets can be updated within hours—not days.
Pro tip: Layer in contextual targeting and sentiment analysis tools to detect emerging trends and respond quickly with tailored messages.
2. Reevaluate Scatter Buys
Traditional scatter TV buying is softening—but that’s not necessarily a bad thing. This presents a window for smarter buying. Consider reallocating funds toward CTV (connected TV) and digital video platforms, where pricing is more efficient and placements can be highly targeted, data-driven, and even optimized mid-flight.
Pro tip: These platforms also offer attribution models to track performance across screens, helping prove out investment returns.
3. Localize & Adapt Messaging
Tariffs don’t affect every region equally. Customize your messaging strategy based on geography and local economic realities. Dynamic creative optimization (DCO) and localized targeting empower brands to speak directly to regional audiences—demonstrating awareness, empathy, and relevance.
Pro Tip: A brand impacted by raw material price hikes in one region might shift messaging to emphasize product quality or sustainability in another.
4. Get Ahead of Negotiating Flexible Cancellation Terms
Rigid contracts are out. Build flexibility into your media deals from the start. Work with partners who understand the need for cancellation clauses, reallocation options, and fluid budget shifts—without punitive fees. This type of proactive planning is key to staying agile when unexpected economic shifts hit.
Pro Tip: In volatile conditions, contract flexibility is as valuable as reach or impressions.
5. Amplify Organic & Owned Media
Now is the time to double down on what you already own. Optimize content across your website, social media, and email channels. Leverage influencer partners and ambassadors to drive earned media. Organic content not only builds brand equity—it’s also cost-effective and builds long-term value that complements paid efforts.
Pro Tip: Use SEO-rich content to address tariff-related concerns or FAQs that may be top-of-mind for your customers.
USIM’s Point of View
At USIM, we believe agility is the new currency. The path forward in media isn’t about being reactive—it’s about being ready. By combining flexible media planning with a performance-first mindset, CPG brands can stay ahead of global developments and turn uncertainty into opportunity.
Our goal: to make every media dollar work harder, smarter, and faster.
Let’s navigate the volatility together—so your brand shows up where it matters most, when it matters most.