Here’s what’s different about this election year:
This year's presidential election is set to be the longest and most expensive in history, with over $10 billion* expected to flood the U.S. ad market. This surge means the competition for ad space will be fierce, driving up costs and making it tougher to stand out.
While traditional media like TV and radio still get a hefty share of political ad dollars, digital and social media have increasingly become hotspots for ad spending since 2008. This shift offers new opportunities but also adds to the clutter.
Key Challenges and Strategies
1. Ad Budget Flexibility
- What to Expect: With political ads dominating traditional media, prices for ad slots will rise, and smaller brands may struggle to compete.
- Strategy: Consider reallocating your budget towards digital and social media channels. These platforms often offer more cost-effective solutions and allow for precise targeting, which can help you reach your audience more efficiently.
2. Strategic Timing and Placement
- What to Expect: The timing of your ads matters more than ever. During peak political moments, such as the recent presidential debate, your ads might get lost in the noise.
- Strategy: Plan your ad placements carefully. Use data to find the best times to run your ads, avoiding periods of intense political activity to ensure your messages are heard.
3. Brand Reputation Management
- What to Expect: The election season often leads to increased polarization and controversy, affecting where your ads appear and how they’re perceived.
- Strategy: Keep a close eye on where your ads are placed to avoid appearing next to controversial content. If your brand gets involved in political discussions, respond quickly and appropriately to protect your reputation. If you’re unsure of how to do this, we highly recommend reaching out to your marketing agency to handle it.
4. Cut through the Noise
- What to Expect: Political climates can affect consumer sentiment and behavior. Your audience might be more focused on their personal concerns rather than your product or service.
- Strategy: Focus on messaging that aligns with your brand values and addresses customer needs without getting into political debates. For instance, if economic concerns are high, highlight how your product or service offers value and stability.
Measuring Success and Adapting
To ensure your marketing efforts are on track, keep a close eye on key performance indicators (KPIs) such as reach, engagement, and conversion rates. Adjust your strategies based on what’s working and what isn’t. This is a best practice to consider even if it isn’t an election year.
- Monitor Performance: Track how your ads are performing. If costs are rising or engagement is dropping, be prepared to make adjustments.
- Learn from the Past: Use historical data from previous election cycles to set realistic benchmarks and refine your strategies for future campaigns.
Marketing during an election year is challenging. By staying flexible, strategic, and focused on your audience, you can turn the challenges of an election year into opportunities for growth. Keep these strategies in mind, lean on your marketer to help, and consider the political climate when it comes to your marketing expectations.
*Citation: https://thehill.com/elections/4750564-record-breaking-10-7b-could-be-spent-on-political-ads-this-election-adimpact/
