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, consumers in competitive states and districts will be bombarded with slogans and attack ads for the next two months. This surge in political advertising will coincide with the beginning of the holiday shopping season, making it crucial for brands to navigate this busy time wisely.
According to Mark Positano, DSP StackAdapt’s head of political, 70% of the projected $12 billion in political ad spend will occur after Labor Day. This means that brands must be strategic in their communication with customers during this period. They need to decide whether to tap into customers‘ political passions or steer clear of the political debates altogether.
The 2024 campaign season is shaping up to be exceptional not only due to the high volume of political spend but also because of unexpected developments, such as Vice President Kamala Harris replacing President Joe Biden at the top of the Democratic ticket. This change has injected new energy and excitement into the campaigns, particularly in swing states where races are expected to be closely contested.
Political campaigns are utilizing a mix of traditional and digital media to reach voters. While digital video is projected to surpass linear TV in revenue for the first time this year, campaigns are still heavily relying on linear TV to reach their target audiences. Out-of-home advertising is also playing a significant role in the 2024 campaigns, providing a platform for brands to navigate political hotspots or maintain a distance from the political noise.
When it comes to brands incorporating political messaging into their marketing strategies, opinions are divided among consumers. A survey found that 41% of consumers prefer companies to keep their political positions private, while only 32% said political affiliations do not influence their purchasing decisions. Brands that choose to lean into political messaging should carefully analyze customer interests and behaviors to ensure their message resonates with their audience.
Out-of-home advertising has proven to be an effective tool for influencing voters and consumers. Nearly half of likely voters said OOH political ads inform them about candidates and policy issues, and they find OOH ads to be more trustworthy than other forms of media. Brands can leverage this trust and credibility by aligning their messaging with key cultural moments or social issues that resonate with the public.
As the 2024 election cycle intensifies, brands will need to navigate the political landscape carefully to ensure their messaging resonates with their target audience. With the fast-paced nature of the election and the high levels of political ad spend, brands must stay agile and focused on reaching their highest-value customer personas with personalized messages. By understanding consumer preferences and behaviors, brands can make the most out of their ad dollars in a competitive advertising landscape.
