Articles
Political Ads and Streaming TV: How to Navigate the 2024 Election Cycle
As we get further into the 2024 election cycle, political marketers cannot overlook the power of streaming TV …
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Political Ad Campaigns
Maximize the impact of your 2024 campaigns
Considerations for the 2024 election cycle
The 2024 election cycle is poised to witness historic highs in ad spend, with particularly high growth in streaming TV. Political marketers are taking note of the transformative surge in consumer adoption, making streaming TV a crucial component of successful campaign strategies.
With the presidential primaries decided early in the election cycle, we’ll see campaign activity and spend accelerate in the weeks leading to the general election which means increased competition. We also expect more ad dollars to be spent on down-ballot races throughout this election cycle. All politics is local, as Tip O’Neill said—and that will certainly be the case for marketers looking towards hyper-local targeting to influence key voter groups in down-ballot contests.
Every minute matters as election day nears. Seizing the right opportunities and moving quickly is vital in the fast-paced political landscape. Learn how you can drive your political campaigns forward by harnessing the power of programmatic buying and streaming TV advertising.
Tips for a successful political ad campaign
Expand your reach across all screens and devices
Consumers engage with media across a range of devices every day, from reading the morning headlines on their phone, to checking news or social media from their laptop during the workday, to streaming TV in the evening. To reach your voters no matter where they consume their content, it’s imperative to run an omnichannel campaign across screens and devices, including streaming TV.
Make the most of streaming TV
Streaming TV, which captures 38.7% of total TV usage, offers unparalleled scale as viewership soars. It’s a powerful and necessary investment in the 2024 election cycle and gives you a way to find voters who are no longer reachable through traditional TV with data-driven precision. Whether building awareness around campaign issues or driving get-out-the-vote action, streaming TV is the most engaging way to deliver messages that drive outcomes.
Reach the right voters
Programmatic enables you to aggregate supply across a wide array of media owners and distribution points, then target by behavior, interests, geography, party affiliation, and more to effectively message to the right audiences at scale. As addressability evolves and we near the demise of third-party cookies, flexible targeting capabilities are increasingly important. From first-party data to contextual to alternative IDs, working with tech partners that support a range of addressability solutions will provide you with flexibility and control to reach the right voters in a privacy-centric way.
Ensure brand-safe creative for streamlined reviews
While every media owner will have a preferred creative approval workflow, ensuring your creatives adhere to standard guidelines will shorten the time it takes for your campaigns to go live. Generally, political ads should be neutral or reasonably inclined towards a specific party, organization, or movement, and must include a “paid for by” disclosure statement. Avoid smear campaigns, misinformation, fake or misleading news, political biases, and generally inappropriate or offensive content.
Plan ahead to launch with speed
The political landscape is dynamic and fast-paced. Identifying the right partners, building out custom programmatic deals, and testing everything in advance will give you a leg up when it matters most later in the election cycle. Having deals already in place means you can integrate new creative into those deals and launch immediately—and find scale—when a new issue arises or you have more budget available.
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2024 Election calendar
See the key dates for the 2024 presidential election, including state primaries, party conventions, and debates.
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