• by Kambrya Blake , May 13, 2024

From television commercials interrupting prime-time shows to sponsored posts infiltrating social media feeds, the saturation of political ads across traditional and digital channels is undeniable.

As a result, businesses must accept the challenge of capturing their target audience’s focus.

This is no small feat. Ad spending from political advertising alone is projected to increase by $12.32 billion this year, according to a report by research firm Insider Intelligence. And according to Forbes, “82% of B2C marketing executives in the U.S. have concerns about marketing… during this year’s election cycle.”

However, businesses can take steps to ensure continued awareness and engagement.

Navigating Ads, One Platform at a Time

One approach during the political push is to be selective about your platforms. EMarketer projects U.S. ad spending to continue a heavy CTV focus, with some sources citing as much as 45% of digital ad spending on CTV alone. This is important for companies to keep in mind when weighing the pros and cons of selecting an advertising platform.

Several digital media outlets have limited political advertising policies, helping combat ad fatigue. The following are some of the major players in the ad space who have taken a proactive stance against political advertising:

• Prohibiting political ads: Pinterest, LinkedIn, Amazon, and TikTok.
• Limited allowance: Reddit

While advertising on these websites can help avoid the political humdrum, you must still consider competition from businesses. it’s vital to recognize that the quality of your ads will directly impact your success.

Ad(d) Value

That brings us to our next strategy: increasing the quality of your ads. Implementing compelling storytelling and brand messaging can transform an advertisement from an interruption into a meaningful experience.

Imagine this scenario: you're watching TV, enduring a barrage of political smear campaigns during breaks. As you head to the kitchen, you're suddenly met by sounds of nature emanating from the television. You peek back to see Subaru's "A Beautiful Silence" commercial. At that moment, you feel a sense of calm. This stark contrast between an intrusive ad and one that adds value illustrates the power of storytelling in capturing audience attention and fostering positive brand associations.

Most platforms use an auction system to determine which ads are shown, so the more people engage with your ad, the more the platform sees it as valuable and charges you less to show and take action on it. By focusing on creating high-quality ads, you can compete effectively.

Don’t Forget Your Tried and Trues

It’s easier to convert an existing customer than to win a new one. Double down on retention and engagement strategies to ensure customers remain brand advocates. This might entail rewarding repeat customers with discounts, early access to new products, or points redeemable for rewards.

You can also leverage customer data to offer personalized recommendations, launch email campaigns, etc., to build stronger relationships. Businesses can encourage engagement by running contests related to your offerings on social media, and encourage user-generated content by offering incentives for sharing photos or reviews.

Focusing on these actionable steps can turn an existing customer base into brand ambassadors, ensuring continued success even during a politically charged advertising landscape.