Right now, tariffs are hitting hard, and advertising budgets everywhere are feeling the pinch. But here’s the deal: when competition heats up, your advertising shouldn’t slow down, it needs to get smarter. As a producer and cinematographer at Rocket House Pictures, I’ve seen firsthand how shifts in the economy impact video production and advertising strategies. Tariffs are particularly tricky because they do two major things simultaneously. First, they raise costs on businesses, which inevitably tightens marketing budgets. And second, they push brands to find innovative ways to stand out, especially when competing on value instead of price alone.
When every dollar is under scrutiny, brands have to do more than just sell, they have to connect. - Andre Banks | Founder and CEO of NewWorld.
The Hidden Costs of Tariffs (and What it Means for Your Video Ads)
Let’s talk specifics. Jonathan Gudai (the co-founder and CEO of Adomni), a company that provides a platform for digital marketers to make media buys on screens in the real world, pointed out a fascinating double-edged sword: tariffs hike up expenses, which could squeeze your video advertising budget. Brands might instinctively scale back, but that’s exactly when strategic video advertising becomes essential and needed. Think about this—according to Nielsen, TV and video ads still hold the crown, with consumers 20% more likely to recall video ads than static ones. When budgets are tight, squeezing every ounce of value from your advertising becomes critical. And video? It’s your most potent tool.
Smart Spending, Not Less Spending
Historically, companies that maintained or even increased advertising during economic downturns saw significant long-term gains. Take the 2008 recession: brands that kept the advertising lights on bounced back quicker and grew their market share faster than competitors who went dark. Especially now, if you’re an e-commerce brand or don’t have physical stores, cutting your video advertising might be the worst possible move. Video isn’t just selling products, it’s building trust. And trust is priceless, especially in a turbulent economy.
Purpose-Driven Ads Win Hearts (and Wallets)
Here’s another nugget to chew on. In uncertain times, people don’t just buy products, they buy stories and values. Purpose-driven ads aren’t a trend anymore, you need them. Consumers increasingly gravitate toward brands that stand for something meaningful, something real. According to Edelman’s Trust Barometer, 81% of consumers say trust is a deciding factor in their purchasing decisions. So, rather than slashing budgets and hoping for the best, brands should create video content that resonates deeply. Don’t just shout louder: speak clearer, more authentically.
Flexibility is the New Gold Standard
Media execs get it, too. They’re offering brands more flexibility in response to tariff pressures. Shorter campaigns, modular content, quick pivots; these strategies help advertisers respond dynamically without compromising their visibility. What does that mean for your next video campaign? Think adaptable storytelling. Plan video shoots that can produce multiple assets, long-form brand pieces, short social snippets, even modular ads, giving you room to adjust on the fly.
Tariffs Might Be Tough But Your Video Strategy Doesn’t Have to Be
Tariffs are challenging, sure, but they’re also an opportunity. It’s a moment to double down on smarter, targeted advertising that creates meaningful connections. Video remains your most powerful tool to engage, inspire, and build lasting relationships with your audience. And hey, if you’re feeling the squeeze but want to make every dollar count, Rocket House Pictures is right here in Denver, ready to bring your video project to the finish line. Let’s make something amazing together.
Gio Toninelo - Producer and Cinematographer at Rocket House Pictures
