In the final cycle of the 2016 presidential election, US $ 10 billion was spent on political advertising in the United States. However, considering that more than half of that will be spent within the month leading up to the election, it can have a significant impact on marketing campaigns, especially for U.S. brands that rely heavily on Christmas sales. And if you consider that:
- The digital trend is + 200% cycle over cycle
- The Covid-19 crisis is forcing more online campaigns
- 50% of the campaign media budget in October is spent on Facebook and Google
- Much of political spending is spent in just a few major battlefield states
It’s safe to say that marketers are breaking new ground.
Even if Mark Zuckerberg stops all new political ads on Facebook, Facebook and Google will continue to be some of the most expensive advertising channels.
Choosing the advertising vehicle that will help marketers stand out from all the noise and get an ROI is critical to getting through this year’s shopping season before the holidays. And there are a few things marketers can do right now to make the most of that time.
Reconsider your TV spending
While politicians are pulling out of television advertising this year, $ 15 million is expected to be invested in local television, with most of that going to swing states. This means that marketers who primarily target states like Ohio, Pennsylvania, Florida, etc., pay the highest price for serving local television ads.
Not to mention the surge in the OTT landscape and consumption, which is growing rapidly. The audience for OTT has increased by 36%, mainly due to the aftermath of the pandemic. Experts predict OTT / CTV spending between $ 500 million and $ 720 million in the election. As a result, spending on digital television could still be astronomical during the election.
Marketers should pause their TV spending, especially for ads in the swing states, and redistribute them into channels that drive conversions. For marketers who get the most benefit from television advertising, consider investing in television advertising a week after the election. Ad prices are expected to be affordable for this period.
Assign Instagram Stories Dollars
With 500 million users seeing Instagram Stories every day, this is an important channel for marketers to get noticed. Most interactions with stories happen before the user scrolls the app for the first time. Hence, this is a prime property for marketers.
Given that Instagram’s largest age group is between 18 and 24 – the least voting age group – there will be few political ads on this platform. This is a great medium for marketers to invest in ad spend during the election season to continue seeing ROI as we get closer to vacation shopping. Instagram ads are now more effective than ever as the platform evolves its shopping capabilities to generate sales for businesses.
Invest in your own channels
Regardless of where you allocate your ad spend during the election, ad rates are more than likely to increase. With this in mind, marketers shouldn’t forget to invest in their own channels like email and SMS. These channels allow brands to interact directly with customers who have either previously purchased from the company or have expressed interest in the brand.
As a bonus, the brands that treat their email and SMS campaigns like Black Friday for the entire month of November will enjoy the greatest benefits. Schedule all of your promotions from early November to early December and promote them via email and SMS. Consumers look for these high discounts and are more likely to buy when they are incentivized to do so.