Media buyers we heard from Wednesday shared a range of scenarios, with some not seeing any changes yet, to others making dramatic adjustments to near-term budgets. Some are even raising digital budgets.

Supply chain and demand concerns

Supply chain impact on inventory is starting to be felt in advertising spend. Scott Wright, senior PPC consultant at London-based e-commerce consultancy and agency Vervaunt, said a client with production in China began to grow concerned about inventory in February but expected to run ads for a couple of more months based on current stock. “As the situation hasn’t improved in regards to their supply chain,” said Wright, it’s expected “that this month some key products will go out of stock, so [Google Search and Shopping budgets] have been cut by 40% in the UK and Europe this month in anticipation.”