As marketers gear up for the upcoming holiday season, they are facing a unique challenge this year – the overwhelming presence of political campaigns. With the 2024 election projected to break records with over $12 billion in political ad spend, brands must navigate through the noise to effectively reach their customers. According to Mark Positano, head of political at DSP StackAdapt, 70% of this spending will occur after Labor Day, making it crucial for brands to be strategic in their communication efforts during this busy time.
The sudden replacement of President Joe Biden with Vice President Kamala Harris at the top of the Democratic ticket has sparked new interest and closer races for Democrats in swing states. This has led to an unusually active August, with campaigns gearing up for a surge in spending in September and October. Swing states like Pennsylvania, Michigan, Wisconsin, Ohio, Nevada, Montana, and Arizona are expected to see a significant increase in ad costs due to high demand and close senate races.
While digital video is projected to surpass linear TV in revenue this year, traditional media like linear TV and out-of-home advertising still play a significant role in political campaigns. Campaigns are utilizing data from smart TV manufacturers to target audiences with precision, while brands are securing digital inventory through programmatic guaranteed buys. For last-minute opportunities, brands should focus on high-value segments with personalized messages to maximize their ad dollars in a competitive landscape.
The question of whether brands should engage in political messaging remains divisive among consumers. A survey found that 41% of consumers prefer companies to keep their political positions private, while only 32% said political affiliations don’t influence their purchasing decisions. Brands must carefully analyze customer interests and behaviors before deciding to lean into political messaging to avoid alienating their audience.
Out-of-home advertising is also being leveraged by both political campaigns and brands to navigate political hotspots or maintain a distance from political noise. OUTFRONT Media’s inventory in Chicago was 90% sold out ahead of the Democratic National Convention, with brands like Grubhub capitalizing on the political enthusiasm with their out-of-home presence. For brands that prefer to stay out of politics, OUTFRONT has created a „Political Avoidance Network“ to provide a politics-free advertising environment.
Influencing voters and consumers through out-of-home advertising has proven to be effective, with nearly half of likely voters finding OOH political ads informative about candidates and policy issues. Brands can capitalize on the trust and credibility that voters place in OOH ads by aligning their messaging with key cultural moments or social issues to create a meaningful connection with their target audiences. Both parties are targeting younger voters through digital channels, with Democrats leading in memes and digital culture surfacing in out-of-home advertising.
As the election cycle intensifies, brands must stay agile and adapt their messaging to resonate with their audience segments. With the election ad cycle shortened and fast-paced, brands must focus on localized messaging and key moments to make a lasting impact on voters and consumers. The upcoming months leading up to the election will be crucial for brands to navigate through the political noise and effectively reach their target audience.