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Recently, Cadent EVP, Advanced TV and Video, Jes Santoro spoke to Natalie Zfat, Studio 30 Contributing Editor at Ad Age, about the critical importance of cross-screen advertising – particularly, during a recession. They discussed how during economic downturns, marketers often revert to “muscle memory” tactics or reduce their advertising investment all together. However, as Jes points out, “when you look at the data that’s associated with any of our economic past downturns… it is extremely consistent in that marketers and advertisers that pull back and decrease their share of voice in market lose brand awareness and lose sales.” To help advertisers mitigate the impact of a potential recession in 2023, Jes shares proven strategies that allow advertisers to efficiently maximize reach through linear TV while maintaining a presence on more data-driven channels like CTV.

Watch their full conversation below.