How to spend your programmatic ad budget most effectively during an election
Today, with COVID-19 forcing in-person presidential conventions, debates, rallies, and other events online, political campaigns, therefore, need to concentrate more of their budget spend on online and digital advertising strategies. What’s more, political candidates’ digital efforts and online advertising need to stand out more, since more eyes than ever before are online these days.
Look beyond social
Though social media platforms are important advertising platforms in general, their significance in political elections has lessened since the last US presidential election, thanks to Facebook’s role in the Russian election meddling in 2016 and Twitter’s subsequent decision to ban political ads. Consequently, political campaigns spend their budgets on strategies other than social media, like OTT [see next point].
Allocate a budget for OTT and Video
Nowadays, more US households have CTV than linear TV and are connected to OTT. Therefore, advertisers should look for viewers outside of linear and therefore focus their ad dollars on OTT and video options. In fact, CTV captures more than 30% of the TV viewers yet only about 3% of the ad spend. There is room – and there are eyeballs waiting.
Think Local – National Campaigns
Whether your candidate is running for office in a local election or a state Senate race, think local. Use your political programmatic advertising budget to create and customize ads about specific social issues that will resonate with the relevant voters in a particular district. In the 2018 midterm elections, “hyperlocal” programmatic tactics were used by more than 55% of election-related campaigns.
With gerrymandering being such a pervasive issue, as people’s voting districts are up in the air, constantly being drawn and redrawn to benefit whatever party, targeted programmatic advertising in 2020 is essential
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