With the 2024 presidential election on the horizon, the advertising industry is gearing up for an influx of political ad dollars. However, the increase in political advertising is not the only challenge that marketers and ad buyers are facing. In a recent interview for Digiday’s Confessions series, a performance marketing ad buyer shared insights into the growing sensitivity of platforms towards ads, especially as the election approaches.
The ad buyer noted that platforms like Meta (formerly Facebook) are becoming more stringent in their review process, leading to a rise in ad rejections. Despite believing that their ads comply with platform policies, the buyer has observed a harsher stance on content that could be considered sensitive. This sensitivity is particularly evident in categories such as weight-loss and sustainability, where even products aimed at helping people can face rejection due to perceived issues.
The trend of increased ad rejections has been particularly noticeable in the past month or so, with some accounts even getting suspended as a result. Rejected ads that have been running for a long time can trigger account suspensions, making the process of reinstatement challenging and time-consuming for ad buyers.
Speculation suggests that topics like sustainability may be viewed as political, especially during election seasons, leading to heightened scrutiny by platforms. As the election draws nearer, platforms seem to be more critical of potentially sensitive content, making it harder for advertisers to navigate the landscape.
In response to these challenges, ad buyers are shifting their ad spend to other channels to mitigate the impact of rejections and suspensions. Platforms like Google and TikTok are becoming alternative options for ad placement, providing a more stable environment for advertising while dealing with platform issues.
To prepare for the upcoming election and the growing prominence of political advertising, ad buyers are advising clients to make media buying shifts. Anticipating a performance decline closer to the election dates, they are planning to adjust their ad spend strategy accordingly. This includes scaling back on advertising in the last week of October and the first week of November, before ramping up again post-election.
One notable difference this year is the timing of Black Friday and Cyber Monday, which fall later in the holiday season. This shift has prompted ad buyers to adjust their buying patterns, recommending clients to start scaling up post-election rather than in early November. This strategic approach aims to provide a buffer for advertisers amidst the unique holiday season timeline.
In conclusion, as the 2024 presidential election approaches, ad buyers are navigating a landscape of increased sensitivity on platforms, leading to more ad rejections and account suspensions. By adapting their ad spend strategies and preparing for the impact of political advertising, marketers are finding ways to navigate these challenges and ensure their campaigns remain effective.