Media planning in an uncertain landscape

Media purchasing strategies are shaped by a wide array of factors. Some are obvious, while others are more subtle—and less predictable. And 2025 is shaping up to be anything but predictable.

The clock is ticking for TikTok

One of the most obvious examples is the potential ban of TikTok in the U.S. due to national security concerns. This week, the Supreme Court announced that it will take up the case requiring TikTok’s owner, ByteDance, to sell TikTok or face a ban in the United States. While TikTok remains confident that the court will find in their favor, their fate very much hangs in the balance. If upheld and TikTok is not sold, the ban would go into effect as early as January 19, 2025.

This platform is a central part of many brands’ marketing strategies. Now the companies that have invested heavily in TikTok advertising find themselves at a crossroads. Do they pull back on their spending now? Do they pivot to other platforms, or wait to see what happens?

Media purchasing in uncertain times is far from straightforward. While high-profile events like government social media bans are immediate and easy to identify, it can often be underlying political, economic, and social uncertainties that will have the longest-lasting impact on media strategies.

Media planning amid social, political, and economic uncertainty

We’re living in a time of profound—and extremely varied— uncertainty. President Trump’s proposed tariffs are expected to cause economic volatility if implemented. Murmurs abound of increasing cases of the H5N1 avian flu. There are drones massing over New Jersey.

Things are weird… and getting weirder. At least that murder hornet thing seems to be in the rearview mirror.

While these factors may seem far removed from media purchase at first glance, the potential fallout from a major health scare or panic over national security can disrupt everything from consumer purchasing habits to travel patterns. And government economic missteps can impact global supply chains and lead to increased costs for goods and services, which in turn could reduce consumer spending and impact overall market demand.

The fact is, an uncertain social, political, and economic landscape can have a significant impact on media purchasing decisions. And uncertain times require a proactive and nimble approach.

Strategic recommendations for media purchase in 2025

We crave stability in times of uncertainty. As we plan for a year likely to bring instability, marketers should look for throughlines of certainty, both in media planning and messaging to consumers.

Leverage programmatic placements

Outside of the walled gardens of Google, Meta, TikTok and more, there exists a huge and ever-expanding internet filled with programmatic placements. Savvy DSPs like StackAdapt and The Trade Desk offer similar targeting and audience segmentation as power-player platforms such as Facebook, but with even more opportunity for reach.

Programmatic placements revolutionize digital advertising by automating the buying process and using data to deliver the right message to the right audience at the right time. This approach improves efficiency, allowing marketers to focus on strategy rather than manual bidding and negotiations.

These campaigns can leverage precise targeting options like behavioral, demographic, and geographic filters, ensuring ads reach the most relevant users. And real-time optimization enhances performance by adjusting bids and placements instantly based on campaign metrics.

Already on TikTok? Expand to lookalike platforms

Add your TikTok creatives to Instagram Reels and YouTube Shorts. Short-form video has a commanding presence right now. While TikTok has gained popularity due to its hyper-personalized For You feed, users are trained to seek and consume short-form content. In the face of a TikTok ban, they will likely travel elsewhere to seek it. All the better to be familiar with these platforms should one of their parent companies end up acquiring TikTok in the future.

And while newly emerging platforms like BlueSky and Threads don’t currently have associated paid media options, now might be a good time to jump on board to gauge the vibe, find relevant influencers, and start some meaningful conversations… or at the very least claim your company handle.

Don’t forget about the classics

A back-to-basics approach can be the backbone of a solid campaign in uncertain times. Consider remaining invested in—or testing—tried-and-true, old-school tactics that reach and remind customers of your brand’s presence. Think high-impact placements like out-of-home (OOH), television, and print to be seen as a stable, confident, recurring presence in your customers’ daily life.

Next steps could include slightly more modern vehicles like connected TV (CTV) and over-the-top (OTT) platforms offer the precision and flexibility needed to adapt to rapidly changing conditions. These digital channels combine the storytelling power of traditional TV with advanced targeting and real-time analytics, enabling brands to deliver personalized experiences to niche audiences.

By blending tried-and-true approaches with innovative tools, marketers can create campaigns that are both comforting and cutting-edge, ensuring resonance across diverse consumer segments.

Tap into influencer or co-branded strategies

Influencers hold significant sway over their followers. Collaborations with your brand—while paid—can position your brand as genuine, authentic, and trustworthy. Similarly, direct co-marketing partnerships can use other established brands to elevate your own.

These collaborative strategies can introduce brands to untapped markets, enhance brand perception, and generate excitement around shared values or innovative offerings.

Work your earned media

Content marketing and thought leadership are powerful tools for earning exposure, allowing brands to build credibility and foster trust by sharing valuable insights and expertise.

Social media has effectively democratized reach, transforming every brand into a potential publisher. Platforms like LinkedIn and Instagram allow brands to build audiences, distribute content, create communities, and encourage third-party sharing.

Innovative ideas and authentic storytelling can sometimes outperform even the largest advertising budgets.