As the 2024 presidential election approaches, the influx of political ad dollars in the marketplace is causing challenges for marketers and ad buyers. One performance marketing ad buyer shared their insights on the current landscape in a recent interview for Digiday’s Confessions series.
The ad buyer highlighted that platforms like Meta are becoming more sensitive and stringent in their review of ads, leading to an increase in rejections. Despite believing that their ads are within the platform’s policies, they are facing more rejections, especially for ads related to sensitive topics such as weight-loss and sustainability. This heightened scrutiny has resulted in some accounts being suspended, making the process of getting them reinstated a difficult and time-consuming task.
The ad buyer noted that the recent uptick in rejections has been particularly noticeable in the past month or so. As a result, they have had to shift their ad spend to other channels while dealing with the challenges on Meta. This unpredictability has forced them to reevaluate their strategies and invest more in platforms like Google and TikTok.
Speculating on the reasons behind the increased rejections, the ad buyer suggested that topics like sustainability could be perceived as political, especially during election seasons. As the election draws nearer, the platforms seem to be taking a harsher stance on sensitive topics, making it more challenging for advertisers to navigate the landscape.
In response to the changing political advertising environment, the ad buyer has advised their clients to make media buying shifts to prepare for a potential performance decline closer to the election dates. They plan to adjust their ad spend towards the end of October and beginning of November, scaling back up post-election. This strategic approach aims to mitigate the impact of the election on their advertising campaigns.
One unique aspect of this year’s election season is the timing of Black Friday and Cyber Monday, which fall later in November and December. This shift has prompted the ad buyer to recommend starting to scale post-election rather than in early November, allowing for a buffer period before the holiday shopping season kicks into high gear.
Overall, the evolving political advertising landscape is posing challenges for ad buyers, requiring them to adapt their strategies and navigate the changing policies and sensitivities of platforms like Meta. By staying proactive and making strategic shifts in their media buying, advertisers can better position themselves to weather the challenges of the upcoming election season.
