The global economy isn’t just rocky—it’s full-on unpredictable. Between shifting tariffs, political unrest, supply chain strain, and fluctuating consumer confidence, 2025 is testing even the most seasoned media professionals. Ad budgets are being watched like a hawk, teams are running leaner, and the pressure to prove ROI is higher than ever.
But there’s a bright spot in the uncertainty: video advertising continues to outperform. Whether in online video (OLV), connected TV (CTV), or digital out-of-home (DOOH), video remains a reliable source for attention, engagement, and revenue.
For publishers, media groups, brands, and agencies, the stakes are high—but so is the opportunity. Here are five strategies to help you stay ahead this year, no matter what the economy throws your way.
1. Make Video Your Core Revenue Driver
In a market where display is commoditized and third-party data is fading fast, video stands tall. It commands higher CPMs, holds attention longer, and creates more meaningful moments between audiences and brands.
For publishers, now is the time to embed video across every possible touchpoint—especially with contextual automation tools that don’t require extra editorial lift. Pairing the right content with the right page isn’t just good UX—it’s a revenue multiplier.
For advertisers, shifting more budget into high-performing video environments (OLV, CTV, and DOOH) enables both scale and storytelling. The key is to partner with platforms that are demand-agnostic and performance-optimized, like EX.CO, to ensure flexibility and control.
“While the video market has certainly evolved amid broader industry changes, one thing remains constant: audiences continue to gravitate toward video,” said Shachar Orren, co-founder and CRO/CMO at EX.CO. “Video is still one of the smartest bets—for publishers looking to grow revenue and for advertisers aiming to make a lasting impact..”
🎯 Pro tip: Contextual video not only drives higher engagement, but it also performs better in cookieless environments—future-proofing your strategy.
2. Build Flexibility Into Your Media Plans
When the economy is volatile, rigidity is risky. Long lead times and locked-in commitments can backfire quickly when budgets tighten or markets shift.
Instead, lean into formats and partnerships that allow for agility. OLV and CTV offer fast activation, granular targeting, and real-time optimization—perfect for brands that want to stay responsive without sacrificing quality.
For agencies and media buyers, look for video platforms that make it easy to test creative, scale spend, and pause when needed. For publishers, having the right video infrastructure in place lets you respond quickly to trending topics or monetization opportunities.
💡 Publishers, look for video platforms that integrate with your existing stack and support both direct and programmatic demand.
3. Leverage AI to Do More with Less
Let’s face it—resources are tight. Headcounts are frozen. Expectations? Still sky-high. That’s where AI-powered video solutions come in.
For publishers, tools like EX.CO’s LLM-powered contextual engine automatically analyze article content and surface the most relevant video from your library—no manual matching needed. That means higher video coverage, better monetization, and zero editorial strain.
For advertisers and agencies, machine learning can refine everything from audience segmentation to creative rotation—making your video spend more efficient and effective.
🤖 AI doesn’t replace human strategy—it scales it. The right platform should automate the grunt work so your team can focus on growth.
4. Rethink Measurement & KPIs
In times of uncertainty, measurement matters more than ever—but only if you’re measuring the right things.
Clicks and impressions are table stakes. The real question is: are people paying attention? Are they engaging with your video? Are they sticking around?
Publishers should use video engagement data—like completion rates, dwell time, and negative interaction rates (such as closing out, muting, or pausing the video)—as signals to optimize both content and monetization strategies. Advertisers should push for cross-channel video attribution and attention metrics that reflect brand impact, not just media delivery.
📊 In a flat economy, performance wins. Focus on metrics that connect engagement to outcomes.
5. Focus on Contextual Relevance to Boost Engagement
In a media world saturated with choice, relevance is what keeps users engaged—and revenue flowing.
Contextual video recommendations, powered by large language models (LLMs), automatically surface the most relevant videos based on the surrounding article or environment—no manual tagging required. That means users are more likely to stay, watch, and explore more.
And for publishers, higher engagement means higher yield. In fact, delivering content that aligns with user interest in the moment is one of the best ways to increase time on site and ad revenue.
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“The best thing publishers can do is think of themselves as product companies. Focus on providing differentiated value to their audience in the form of high-quality content, unique experiences, and relevancy,” said Tom Pachys, Co-Founder and CEO of EX.CO. “A video experience that is interesting and relevant to the consumer keeps users engaged and wanting more. That’s not just a tech advantage—it’s a competitive one.”
🔍 Smart contextual alignment doesn't just drive engagement—it drives revenue by matching the right message with the right moment.
In a Year of Uncertainty, Video Is a Safe Bet
No one knows exactly what the next quarter—or the next headline—will bring. But video remains one of the few constants: a format that informs, entertains, and drives real results across screens.
For those who invest in the right video strategy now—one that prioritizes agility, automation, and performance—the future doesn’t look so uncertain after all.
👉 Want to learn how EX.CO can help grow your business through the power of video? Drop us a line below to speak with one of our video experts today.