Remaining ‘on air’ in times of economic uncertainty

Jo Kinsella

Looks at the benefits of brands maintaining their marketing presence even during a time of cost optimisation.

Martha Kraft/Getty Images

The COVID-19 pandemic threw a wrench (to put it mildly) into every aspect of daily life starting in 2020. Routine tasks became unchartered territory, bringing unprecedented disruption and loss on a global scale. But the pandemic also marked a time of lessons learned, which, perhaps for advertisers especially, has had a profound impact on every aspect of business. Notably, the value of remaining "on air."

Today, worries surrounding the global economy and talk of a possiblerecessionraise many of the same questions that advertisers asked themselves more than two years ago: Do we pull back on...

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