An election cycle presents a unique set of considerations for marketers. Learn how you can use them to make more strategic marketing choices for your brand.
2minutes remaining
This presidential election represents the sixth time in American history that a rematch has occurred, so understandably, a lot of advertising dollars are being spent as the competition continues to heat up. Specifically, this year political advertising is slated to hit 10.2 billion dollars!
Key statistic: A total of 168.6 million dollars (85.2 million plus 83.4 million) have been spent by this year's perceived frontrunners on Google ads from May 30, 2018, to November 7, 2023.
An election cycle presents a unique set of advertising considerations for marketers. Here is some key data along with recommendations for making the most of this time.
Election cycle trends
First of all, there is no reason to fear advertising during an election cycle, you just need to be more intentional about timing, messaging, and platforms. Here are some major considerations.
Calendaring
Unless there's a major race in your target geographical area and voting day is under ten days away, you likely won't be competing directly with political advertisers.
"Keep an eye on the primary schedule, and unless you absolutely have to run ads in a particular state at that particular time, steer clear of those locales during the 7-10 days leading up to the vote, when cost per milles (CPMs) will spike due to increased political ad spend. The same goes linear TV, CTV, and programmatic display during the month leading up to Election Day in November—especially in swing state—as CPMs will inevitably soar as political advertising pours in during the campaign homestretch." –Basis® Technologies' Future in Focus: 2024 Digital Advertising Trends Report
Interests
In a time of misinformation, targeted, truthful, interest-forward messaging can help you capture attention, even if you're a political advertiser!
"Political advertisers can break through the noise of mis- and disinformation by personalizing messaging to create connection based on issues voters care about. Issues will define the 2024 election, and political advertisers will benefit from leaning heavily into interest-based messaging and targeting." ––Basis® Technologies' 2024 Trends for Political Advertisers
Truth is a powerful tool, when you are faced with a landscape of misinformation it's time to double down on your brand values to set yourself apart from political narratives. This is a time to work on honing your messaging and strategy, not fanning flames that aren't your own.
Streaming
Though it's been the classic choice of political advertisers historically, linear television is now trending downward in popularity while CTV is ramping up. That is largely because most people are switching to streaming for entertainment.
With the lack of linear television usage, a political season may be a great time to tap into the space. Shifting some dollars temporarily could be a strong move for your brand and may lessen any impact you might be seeing from competing in the CTV arena.
Thinking differently
If you're concerned about the impact an election may pose during a certain window, try out some new techniques and placements beyond CTV and new performance marketing campaigns.
Organic, non-political social media
During an election cycle, social media can become saturated with both paid and organic political ads and posts. To cut through the noise in highly competitive environments, consider leaning into engagement-forward content that doesn't have anything to do with politics and doesn't hit the same audiences. It can be refreshing!
Need some help? Imarc is skilled at developing strategic social media plans that focus on audience engagement on multiple platforms.
Local advertising and event sponsorships
Sponsoring local events and purchasing local advertising helps position you in niche markets. As a bonus, the likelihood you will compete with a political advertiser is incredibly low.
Retargeting and referral campaigns
We recommend retargeting campaigns regularly. Why? Targeting people who are already interested in your offerings usually leads to higher conversion rates!
We also promote referral campaigns for a similar, but slightly varied reason. Referrals are trusted. If you can put your services or products in front of consumers via someone they already trust, you're more likely to win a sale.
You can run referral campaigns digitally by offering incentives to past buyers online using a method like retargeting or in a grassroots way by simply promoting a referral program you spearhead. Or, you could do both!
Open spaces
Some networks like Netflix, Disney+, Xandr, and TikTok don't air political ads. There's much more opportunity for non-political advertisers there.
As with anything else, operating in unfamiliar territory can be destabilizing. However, with strong strategic thinking, you can move your company forward. Would you like to talk more about some specific tactics for your business? Let's talk.
