Why brands that maintain share of voice in a recession will build long-term equity

Geoffrey Precourt

Ebiquity, the marketing and media consultancy, has found considerable evidence that maintaining or increasing adspend in a down economy has significant payoffs.

Why it matters

An advertising recession is forecast as a result of the COVID-19 pandemic, as brands trim their spending in response to an economic slowdown. Organizations that maintain their outlay, however, could be in an advantageous position once the recovery begins.

Takeaways

  • There is a considerable body of research demonstrating that maintaining adspend during periods of financial distress has considerable benefits for brands when the recovery starts.
  • Balancing short-term needs with a focus on the future can assist marketers in preparing for the recovery, whenever it arrives.
  • A commitment to long-term measurement can help marketers truly gauge their return...

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