Advertising & the 2020 Political Season

Coordinating advertising campaigns and spots at any time is a highly complex process that accounts for many variables. However, advertising in the time leading up to elections can be even more challenging, and the 2020 election will be no exception. And it may be even more so considering the increases in viewership across all platforms that have remained consistent throughout the COVID-19 pandemic.

The upcoming elections include Presidential candidates, and the races are incredibly contentious and polarizing for many individuals. As a response, both parties are expected to spend more on local advertising than ever before. As of May 2020 2.19 Billion had already been spent -- 2x more than previous cycles at the same time -- and the spending doesn’t look to slow down in the final stretch. 

Some industries, such as the cannabis industry, are used to dealing with polarizing messages and divided public support. With marijuana legalization on the ballot in many states in 2020 - including Arizona, Montana, New Jersey, and South Dakota - securing effective advertising placements is more important than ever for companies operating in this industry.   

Political ads will dominate many local spots, and considering the political climate in the country currently, it will be incredibly difficult for companies to capture the viewers’ attention. Additionally, political ads are beginning to leverage emerging trends in advertising, such as through CTV and OTT, meaning that competition for desirable spots will be fierce across all platforms.

But as it is with anything that poses a challenge, there are always opportunities if you plan right and think ahead. If you do this, you can be sure to get targeted advertising space - no matter what industry you are in – that will help your brand break through and stand out from the political noise.

Strategies for Advertising During the 2020 Election

1. Book your spots now. While there may still be inventory left, they are going quickly. Media buying should occur as soon as possible to ensure you get optimal placements.
2. Be prepared for rate increases. If your budget can absorb the increase, that is great. If it cannot, look at alternative options.
3. Keep your pulse on the status of local elections. Some are more contentious than others. Swing states, for instance, always have much higher levels of advertising and national interest than less-competitive races. In areas where the elections aren’t as competitive, there may still be opportunities to reach your target audience cost-effectively.
4. Look for increased opportunities with local, DMA-targeted CTV/OTT. As political ads continue to increase their visibility on CTV and OTT, there may be additional opportunities through these content providers.
5. Consider additional targeting opportunities. Political ads commonly target content with massive mainstream appeal, such as sports and news. When they do this, it can leave opportunities to align with other types of content that may even be a better fit for your brand – and since there is less competition on these channels, you may get a better ROI.

The peak of political advertising only lasts a couple of months. Still, throughout those months, it can really wreak havoc on the entire advertising industry and disrupt the ability for many brands to be ‘heard over the noise’. But savvy and experienced advertisers understand that there are still many opportunities even in this climate of increased competition for desirable placements. It’s just a matter of planning early and understanding all of the options, including where underutilized opportunities exist. 

About SpaceCamp Media? & Wit Media?

We are full-service, omni-channel media agencies that partner with emerging and lifestyle brands as well as clients in the legal cannabis and cannabis affiliated industries. 

SpaceCamp Media has the unique legal/governmental knowledge, extensive experience, best practice tools, and the true entrepreneurial approach to make US cannabis related advertising efficient and effective. It is powered by a team of media and advertising thought-leaders that have made a habit out of handling complexity and turning it into simplicity.

They can also function as an intermediate media buyer for larger (public) media corporations that can not be affiliated with the US cannabis industry.

For more information visit: https://www.spacecampmedia.co or https://www.wit-media.com