How Brands Can Win In Times Of Uncertainty

The 2020s have been defined by relentless uncertainty across every industry. For brands and advertisers, it’s been one curveball after another – with the pandemic, AI, and inflation rapidly altering consumer behavior and shifting goal posts.

As 2025 reaches its halfway point, the unease continues: FactSet reports that 90% of Q1 earnings calls for S&P 500 companies cited tariffs as a top concern, while nearly half mentioned the threat of a recession. Market signals and the minutiae of trade agreements are all over the place.

In times like these, it’s tempting for brands to scale back on advertising—especially when margins are under pressure.

But history and today’s most resilient attention platforms tell a different story. Staying visible isn’t a gamble: It’s a proven strategy.

We’ve Seen Uncertainty Before

During the 2008 recession, brands that stayed in-market saw significantly better results. A McGraw-Hill study found that advertisers who continued to invest during downturns experienced up to 256% higher sales growth than those who went dark.

Fast-forward to COVID in 2020, companies like Procter & Gamble increased ad spend and saw real returns. Domino’s shifted its messaging to focus on consumer safety and its delivery operations, causing sales to skyrocket.

Meanwhile, brands that stopped spending like Coca-Cola saw rivals like PepsiCo take a piece of their market share. When brands stop advertising for a year or more, The Journal of Advertising Research found that sales often decline year-on-year. On average, sales fell 16% after one year, and 25% after two years.

Time and again, brands that keep showing up during uncertain times become the ones consumers remember when the dust settles.

The Market Signals Are Clear

Despite broader concerns about a slowdown, in a shareholder letter, Netflix is planning on doubling its advertising revenue in 2025. In fact, co-CEO Greg Peters said they’re seeing “positive indicators from clients,” not hesitation.

Google search ad spending grew 9% year over year in Q1 2025, according to new data from digital marketing agency Tinuiti.

While the world braces for impact, smart brands are leaning in with trusted, attention-forward partners.

Why Infillion In Times of Uncertainty

We get it: Navigating a volatile market can seem risky, especially during times of rapid change.

At Infillion, we’re about doing better. Infillion’s suite of products is built for exactly this kind of moment:

• Our tools are dynamic and flexible — adjusting creative based on real-time pricing, inventory, or geography. This can show how a product or service can suit a consumer’s immediate needs, enhancing its relevance when buying decisions may be subject to heavier consideration and scrutiny.
• Our TrueX and IDVx ads deliver engagement-driven, opt-in ad formats that go beyond impressions to drive real attention. The interactive structure can also incorporate a deep amount of information that can answer concerned consumers’ questions about pricing, supply chains, and more.
• ShopX turns interest into action with frictionless add-to-cart functionality and live price check, directly within the ad experience. If a consumer’s wavering, ShopX can make that decision easy.
• MediaMath lets you optimize programmatic spend dynamically with AI-powered budget allocation, giving you control over every dollar at the line-item level.
• And with flexible buying models, you’re not locked into spend—you’re aligned with performance.

The Bottom Line

Now is not the time to disappear. The brands that maintain a smart, strategic presence during uncertainty build trust, grow share, and stay top of mind.

Amazon didn’t pull back in 2008.

Neither did P&G in 2020.

Netflix and Google advertisers are not pulling back as we enter the second half of 2025.

At Infillion, we’re here to help you do the same—show up in the moments that matter and make every impression count.

Ready to brainstorm ad strategies that can ride the waves of change? Reach out to our team and let’s talk.