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Originally Posted On: https://www.mni.com/blog/election-year-media-strategy
Media Strategy for Non-Political Advertising
Learn key tactics for non-political advertisers to be heard over the political noise. Optimize your media strategy in the 2024 election cycle.
As the 2024 election cycle ramps up, non-political advertisers are gearing up to face unprecedented challenges in capturing consumer attention amidst the increasing presence of political advertising. The 2024 Presidential campaign is on pace to be the most expensive political ad campaign ever. Given this, the real challenge – and opportunity – is how non-political campaigns will stand out during the election cycle.
Tactics for Success
1. Embrace OTT Platforms in Your Media Strategy
- With OTT adoption soaring, non-political advertisers should seize the opportunity to engage audiences in a less cluttered environment. Allocating resources towards advertising on OTT platforms enables advertisers to effectively sidestep the inundation of political ads and connect with their target demographic more effectively.
- With 21 hours of content consumed per week, Americans spend the equivalent of a part-time job streaming digital media in 2024. (Forbes)
- Revenue in the OTT Video market is projected to reach $316.40 Billion by 2024. (Statista)
2. Diversifying Your Media Strategy Across Advertising Channels
It’s a classic case of supply and demand: Political advertising is driving up costs and intensifying competition for inventory making it hard for non-political advertisers to get the attention they deserve. What’s the workaround? The first step is to evaluate marketing objectives and, from there, find your space to reach and frequency levels. The next step is to challenge yourself to look at things differently, where else could you be running ads? Maybe it’s time to consider something else, such as streaming services, podcasts, and digital publications.
3. Take Advantage of Open Architecture in Your Media Strategy
Certain platforms, Meta, for example, do not accept political ads. This presents a politically free space for brands. Additionally, certain demand-side platforms (DSPs) and ad exchanges have policies restricting political advertising, creating a more insulated environment for non-political brands. Navigating these spaces can be tricky and time-consuming to maximize ROAS. So, many companies leave it to agencies like Media Now Interactive, with proven experience and resources to optimize.
4. Enhancing Media Strategy with Geographic Targeting
Concentrated political spending in battleground states and swing states will increasingly make it hard for advertisers, large and small, to get messaging out. So, when the going gets tough, smart marketers pivot. Is this an opportunity to invest in a growing market and nurture it? Time to try something different through an email campaign offering loyalists unique rewards? Maybe tapping into a local print advertising campaign on a popular magazine?
- As communication trends evolve and regulations secure the process, email marketing remains a unique tool in our digital toolkits. With 4.1 billion projected users in 2021 and predicted to hit 5 billion users by 2025, according to the Radicati Group, email’s persistent presence cannot be overlooked.
- Magazines are ranked the most trusted media in the world today, outperforming websites and TV by +30% for inspiring consumer purchase decisions. Print magazines deliver a unique and powerful combination, aligning content and context to advertising messaging, resulting in high-impact moments for consumers.
5. Media Strategy Optimization: Monitor and Adapt
Agility is key in navigating the dynamic landscape of the 2024 election cycle. Closely monitoring campaign performance and adapting strategies in real-time based on emerging trends ensures advertisers stay ahead of the competition and maximize the impact of their advertising efforts.
The 2024 election cycle presents more to think about than whom to vote for. By proactively addressing the challenges posed by the election cycle and partnering with Media Now Interactive, advertisers can effectively insulate their digital advertising efforts and ensure their brand messaging resonates with target audiences. Embracing industry expertise, consultative approaches, data-driven capabilities, agility, innovation, and data-driven decision-making enables successful navigation of this highly competitive advertising landscape.
