With the upcoming presidential elections and local election season quickly approaching, we can observe first hand how many different marketing strategies go into political campaigns. With the significant and rapid evolutions in technology, advertising strategies have evolved as well. Noticing these quickly changing tactics can be tedious, but important in forming an educated opinion on candidates, regardless of what media you’re consuming. Allow us to point out five advertising trends in political campaigns to keep you updated.
TV Streaming Services
With an increasing number of consumers moving to streaming services rather than cable TV, advertisers want to go where the customers are going. According to Stephanie Nerby, “In July, viewership on streaming reached a record high, accounting for almost 40% of total TV usage among U.S. adults, while cable and broadcast fell to 29.6% and 20.0%, respectively.” As advancements continue to be made with existing streaming services, viewers are expected to continue migrating to streaming services. These streaming services make for a great opportunity for political advertising, in addition to an increase in impressions, these streaming services prove to be optimal for political advertising.
Timing Strategies
The presidential election and down ballot-races bring an opportunity for major political marketing campaigns. Basis Technologies reported that in 2022 and 2020, 50% of the year’s political dollars ran in the 30 days leading up to the presidential election with 25% running in the ten days leading up to the election day.
While the majority of political spending will take place in the 30 days leading up to the election, there is a possibility to see political advertisements earlier than this due to early in-person and mail-in voting. While viewers may see an uptake in political ads earlier in the election, it isn’t likely for it to monopolize advertisements much sooner than the first 30 days. Early voters are generally decided on who they want to vote for which doesn’t give much incentive or payoff in early advertising.
Swing States and Geographic Targeting
Location also plays a crucial role in political advertising with swing states being so important to the presidential election and local elections like key Senate races. States such as North Carolina, Wisconsin, Georgia, and Pennsylvania will see an increase in political ads to sway undecided voters. Advertising agencies for running candidates have to do additional research into the counties and cities within these states and their demographics in order to reach their target audience. Different local locations might see a larger volume of political ads compared to other areas due to a different demographic or alternative issues locals value to personalize their advertisements and sway voters.
Hispanic Voters
Engaging Spanish-speaking voters in political advertising is crucial because this demographic represents a rapidly growing and influential portion of the electorate. Campaigns that use Spanglish or bilingual content demonstrate an understanding of the cultural nuances within the Latino community, which can enhance their appeal and foster a sense of inclusivity. By addressing this audience in a way that reflects their linguistic reality, politicians can make stronger connections and convey messages that resonate on a personal level, increasing the likelihood of voter engagement.
Additionally, the strategic use of language in political ads can help reach younger Latino voters who may feel more connected to Spanglish due to its reflection of their bicultural experiences. Recognizing this diversity within the Latino electorate and tailoring communication efforts can lead to more effective outreach. Politicians who prioritize this engagement are better positioned to build trust and motivate voter turnout, which can be decisive in close elections.
Advancements in Analytics and Algorithms
In order for political campaigns to be successful, advertisers need a deep understanding of their demographic. This aspect of campaigning is far easier than it was in the past as website and engagement analytics are more accessible now than they’ve ever been. Additionally, the revolution of the algorithm allows campaigners to reach their target audience far easier than before. From TikTok to Instagram to Facebook and any other media platform, there’s an algorithm in play designed to show you content similar to content you’ve previously interacted with to increase the likelihood of interactions.
Website and engagement analytics, as well as algorithms, give campaigners a better opportunity to understand their audience and target demographic by seeing what they interact with and what makes an impression on their audience. On the same note, the algorithm uses these analytics to show viewers similar content to what they’ve interacted with, which helps political campaigners connect better with their audiences and understand what content is successful versus what isn’t.
This algorithm provides a gateway for political advertisers to alter the delivery of their message to increase their impressions on their audience. Steve Caplan, who founded a strategic marketing firm called Message and was a former partner for the agency of record for Barack Obama’s campaign in 2008, explained this tactic to USC News saying, “For instance, political ads targeted at rom-com enthusiasts might adopt a more emotive, relationship-focused approach, while those aimed at action movie fans might emphasize strength and decisiveness.” Analytics identify audiences patterns, trends, and past voting behaviors to more effectively market to their viewers. Additionally, advanced insights allow campaigners to review impressions on their websites and emails to further analyze which elements are effective and what needs reforming.
https://madhive.com/resources/article/political-advertising-ctv
https://basis.com/blog/how-political-advertising-will-impact-the-media-landscape-in-2024
https://today.usc.edu/political-advertising-in-the-2024-election-qa-with-uscs-steve-caplan/
https://www.axios.com/2024/05/14/us-election-latinos-spanglish-biden-trump
