Understanding the Consumer’s State of Mind in A Recession & How Ad Strategies Should Adapt

At GumGum we have begun to see some macro and seasonal impacts on advertiser spending patterns on our platform with consumer electronics, political, retail and travel ad dollars picking up. On the side, nancial services, CPG and entertainment ad spend are under pressure. Tough times call for smart measures – which is why advertisers in the midst of an economic downturn need to sharpen up their toolkit so that each ad dollar is delivering the maximum return on investment. With the advancements in technology, a contextual-led strategy can help advertisers be more strategic and ensure their ad campaigns drive better outcomes, while building a foundation to deliver ads in future digital environments, such as in-game and the metaverse. It will also set advertisers up for long-term success as the global ad ecosystem continues to move away from third-party cookies.