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Mastering the Art of Advertising in an Election Year

This article was originally published on Forbes.com.

In a presidential election year with a challenging economic environment and tensions growing across the planet, U.S. consumers are understandably uneasy. Advertisers are facing a challenging scenario that requires agility, foresight and possibly a touch of ESP. Understanding the dynamics of digital advertising—and how real-world events impact them—is critical to success now more than ever.

Election Year Drama

The atmosphere of an election year is always charged with heightened emotions and amplified media consumption. Consumers actively engage in content around topics they care about, research candidates and issues, and watch coverage of political events and debates. This surge in engagement opens up both opportunities and challenges. For brands and advertisers, it translates to intensified competition and increased advertising costs. It also heightens the need for caution regarding placements and adjacencies.

Political campaigns dominate traditional and digital media, vying for voter attention. Consequently, nonpolitical advertisers often find themselves competing for a share of voice and facing inflated ad rates due to heightened demand. On top of that, brands have to be vigilant about where ads appear, as advertising on certain outlets may be construed as a political endorsement. Similarly, a placement adjacent to a political ad or hot-button topic could have a positive effect or a harmful one, depending on the viewer.

Spending On Digital Political Ads Is Expected To Surge

When candidates began capitalizing on digital media in the early 2000s, the landscape was still nascent, so there was little impact on inventory or pricing. It wasn’t until the 2016 presidential election that digital ads became a staple. That year, internet advertising also saw a spending surge, leading to increased competition and higher costs. Political ad spending continued to grow, reaching $8.5 billion in the 2020 election cycle.

This election, political ad spending is expected to grow by more than 30% from 2020 to $12.32 billion, with digital media accounting for almost a third of it. The digital investment is expected to spike 156% over 2020 levels, hitting $3.46 billion. Of that, $1.56 billion will likely go to connected TV, an increase of over 500% since 2020. Google is expected to see $553.2 million; $605 million will likely go to social media networks.

This increase in spending across the digital advertising landscape will have a monumental impact on brands, which will have to navigate fluctuations in competition, cost and inventory.

Will Media Fatigue Have An Impact?

Even as media consumption remains high, there is another hurdle for advertisers: fatigue and polarization. Exhaustion from an overload of politics or feeling misinformed may lead some audiences to disengage to avoid political news. Some users may pivot to platforms with lighter, fluffier content instead. This diversion can present challenges to finding your customers where they are, but you’ll also have opportunities to test new tactics, like contextual advertising, curated site lists or connected TV.

During the last presidential election, more people than ever reported being exhausted with the user experience on social media due to political content, though it did not decrease social media engagement overall. However, this election may play out differently. Meta appears to have recognized how politics can dominate its platforms and is intentionally shifting its platforms away from political discourse. It’s also requiring advertisers to disclose that their campaigns promote political or social issues, and is ceasing to recommend political content in feeds on Instagram and Threads. Per Adam Mosseri, Head of Instagram, “Our goal is to preserve the ability for people to choose to interact with political content, while respecting each person’s appetite for it.” It will be interesting to see how all this affects advertisers.

What Should Advertisers Do?

It may be tempting to sit it out or slow it down, but resist. Pulling back advertising spend during challenging times can hinder growth. As evidenced by research from McKinsey, marketing during uncertain times can drive resilience. Maintaining a thoughtful presence across advertising channels will yield dividends during challenging times as it can help you create more distance between yourself and your competitors, which pays off in the long run. Watch campaigns closely, be patient and move quickly when you need to.

During an election year, it can be tough to test and learn effectively, but you can’t count on the things that have always worked to remain effective, so you must adapt.

A successful playbook includes some key activities:

Critically analyze every element of every ad, keeping in mind context and adjacencies. The tone and messaging of your ads will be closely scrutinized this year; accept that you’ll need to be more vigilant in putting the right campaigns out there and actively monitoring the response.
Take the time to review your media partners, whitelists and blocklists. Set dedicated time on your calendar to do this on an ongoing basis.
In the spirit of failing fast, when testing a new tactic or campaign, keep budgets modest at first and be prepared to pull non-performers quickly.
Be more agile. You will need to optimize campaigns more frequently and with a more critical eye during this time. Prepare your resources and establish new processes to foster a more agile campaign management approach.

Brands can thrive, even amid the uncertainty of an election cycle, by studying the past, staying tuned in to customer behavior and finding every opportunity to outdo their competitors. The savviest advertisers are the ones who take advantage of every relevant trend and opportunity, safeguard their brands more effectively, and optimize most efficiently to get results. Accept uncertainty, but face it with the right playbook, and you can position your brand for success during turbulent times—and thrive when calmer days eventually arrive.

Navigating Programmatic Advertising in an Election Year

Amidst the whirlwind of an election year, brands must navigate a crowded online landscape dominated by political campaigns. As politicians with substantial budgets flood the media, brands need to secure their presence while standing out from the political chatter. This is especially important when running programmatic advertising in an election year.

In this blog, we offer actionable insights to safeguard your brand and amplify its message amidst the noise. Explore strategies to optimize your programmatic advertising, ensuring your brand remains relevant and impactful throughout the election cycle.

The Soaring Growth of Political Digital Ad Spend

As technology advances, political campaigns are increasingly embracing digital marketing as their primary means of connecting with and mobilizing potential voters. According to Statista, the projected political digital advertising expenditure in the United States for 2024 stands at a staggering $2.64 billion, marking a 28 percent increase from the 2020 figure of $2.07 billion. While looking at the landscape of the 2022 election cycle, $700 million was allocated to political digital advertising between January 1st and August 1st alone. A significant portion of this investment—$388 million—was directed towards platforms like Google and Facebook, with an additional $309 million channeled into connected TV (CTV) advertising.

In navigating this competitive landscape, diversifying your advertising strategy is crucial. Integrating programmatic advertising into your brand’s approach and exploring alternative channels can offer cost-effective solutions, reducing the need for intense competition for attention. Whether through influencer partnerships or content marketing, broadening your approach helps maintain visibility without escalating costs exponentially.

Is It Essential For Brands To Take a Political Stance?

Election years stir strong emotions, shaping how consumers perceive brands and their messages. Deciding whether to engage in political activism requires careful consideration. While it may resonate with some, it can also alienate others. That’s why taking a political stance demands a deliberate strategy, grounded in a deep understanding of your brand’s values and audience.

If your brand opts to speak out, define your stance and brand voice clearly, ensuring consistency with your mission. Prepare a comprehensive strategy to address potential backlash. Alternatively, if your brand prefers to stay neutral, here are tips to refine your programmatic advertising campaigns and stay above the election frenzy.

Tailor Your Brand Voice For Maximum Impact

Crafting a resonant brand voice begins with delving into the political landscape. Understand the issues and sentiments during elections to tailor your messages effectively, avoiding alienating potential customers.

As marketers, staying attuned to these dynamics is key; it’s about resonating, not just speaking. Resonance comes from aligning messaging with audience needs consistently. While adapting to public opinion shifts is vital, maintaining brand integrity is paramount. Every message should reflect your brand’s philosophy, ensuring agility without compromising identity and objectives.

Developing Evergreen Ads with an Optimistic Touch

Amid constant election updates and content overload, audiences can easily feel overwhelmed. However, within this sea of information fatigue lies an opportunity for your brand to stand out by offering something refreshing—a haven from the political storm.

Focus on creating evergreen ads that remain relevant regardless of the political climate. These ads should serve as a mental escape for your audience, providing a break from the political chatter. Incorporate humor wherever possible to break through the noise and cultivate a positive association with your brand. Whether it’s through entertaining short videos or educational content unrelated to politics, aim to create a space where your audience can unwind and find solace.

Ensuring Ad Integrity in Every Campaign

In today’s politically charged landscape – with the added nuances that come with the rapid rise of AI technology – the risk of your ads ending up alongside controversial, false, or offensive content is heightened. These associations, even if unintended, can damage your brand’s credibility and distance your audience.

That’s why it’s crucial to be mindful of the platforms you use and integrate robust brand safety protocols. Collaborate closely with partners who prioritize brand safety and establish clear guidelines for where and how your content appears. By ensuring your programmatic ads are showcased only in contexts that resonate with your brand’s values, you safeguard your brand’s integrity and maintain trust with your audience.

Unlocking Success in Programmatic Advertising in An Election Year

As you strive to optimize your programmatic advertising campaigns amidst the election chaos, it’s vital to anticipate challenges like scarce inventory and soaring costs leading up to November 5.

To maintain visibility, explore less crowded channels and collaborate with programmatic advertising partners to identify optimal placement times. Prioritize off-peak moments for heightened audience engagement with minimal competition, ensuring your ads reach targets without premium costs.

Need guidance navigating programmatic advertising during the 2024 election frenzy? Our team is ready to craft impactful campaigns tailored to your brand. Contact us today to get started.