President Trump's sweeping tariffs are forcing consumer brands to make difficult trade-offs, with one of the most immediate impacts being on advertising and retail media spending. As brands face tariffs exceeding 100% on Chinese imports, many are cutting advertising budgets to offset margin compression, particularly on Amazon where smaller sellers are struggling to either absorb costs or raise prices. While some experts like Harry Joiner recommend focusing ad spend only on margin-accretive products, others like Jason Landro advocate maintaining advertising investment to gain market share while competitors retreat. The tariff impact varies dramatically by product category, with toys and games being among the hardest hit, potentially reshaping the $62 billion retail media industry as brands reconsider their channel strategies.

Host Kiri Masters' original post on Forbes on this topic: https://www.forbes.com/sites/kirimasters/2025/04/08/tariff-shock-may-drive-major-shift-in-retail-media-spending/

Harry Joiner's 90-day tariff plan for ecommerce leaders: https://www.linkedin.com/posts/harryjoiner_download-90-day-tariff-game-plan-activity-7314980336621285377-iNSe/

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CHAPTERS:

(00:00) About Today's Topic

(00:31) About the Show

(00:51) Impact of Trump's Tariffs on Consumer Brands

(01:56) Advertising and Retail Media Spending Shifts

(02:33) Amazon's Ecosystem and Ad Spend Reductions

(03:35) Challenges for International Manufacturers

(04:41) Strategic Shifts in Retail Media

Trump’s Tariff Shock May Drive Major Shift In Retail Media Spending

Retail Media Breakfast Club