How Can Dealers Stand Tall in The Upcoming Political Advertising Tsunami?

Dealers who have a strong branding strategy, which includes broadcast, cable, and connected TV investments, will soon see their reach diminished with the increase in political ad spending between now and the election.

Dealers who have a video marketing strategy solely focused on connected TV advertising (CTV) will be the most challenged, according to eMarketer.

Here is an excerpt from the eMarketer report:

Digital political ad spend will hit $3.46 billion, 45.0% of which will go to connected TV (CTV). For context, 19.0% of digital political ad spend went to CTV in 2020. Granted, there’s more CTV inventory to go around this year, and US CTV ad spend will be about three times higher in 2024 than it was in 2020, per our October 2023 forecast. But advertisers still need to be aware of how inventory will be impacted.

Politicians have come to love the targeting capabilities of CTV. Here is an excerpt from an article by Experian:

CTV has become central to political ad strategies in helping campaigns gain exposure through targeted, personalized ad experiences to specific audience segments based on demographics, behaviors, and interests. With CTV advertising, political campaigns have become more adaptable to changing viewer preferences and can ensure their messages resonate with diverse audiences across digital platforms.

With the massive amount of spending coming to connected TV as well as traditional broadcast and cable, what can a dealer do who wants a powerful video message delivered to the homes in their PMA?

Expanding Reach While Others Fight Political Ads

If you have been reading my recent LinkedIn educational series on Amazon Advertising powered by DEP's tech stack, you will find even greater value as you partner with our team this fall.

The Amazon Advertising network will NOT be running political ads!

This fact, along with our experience delivering compelling video ads to the homes of dealership customers and prospects, gives our clients a competitive edge. Experience makes a difference in the world of Amazon Advertising.

DEP has a long track record of actively managing Amazon campaigns. We have encountered and resolved various challenges that can arise within the streaming advertising space. These situations have challenged our team to adapt quickly and create proactive solutions to avoid running into the same problems in the future.

Amazon Advertising also comes with its unique tools and software that can be tricky to master in only a couple of years.

For example, Amazon’s demand side platform (DSP) is a difficult-to-use user interface that requires the right set of software tools that only long-time providers like DEP would have the confidence to wield. Experts who have been in the game for a while showcase a level of stability and expertise that is crucial in maintaining a successful Amazon campaign strategy in addition to having connections to vehicle sales data.

Work With a Proven Streaming Solution using Amazon's First-Party Data

Did you know that DEP is a verified Amazon Advertising partner?

Working with a verified provider ensures they have the knowledge and experience to navigate Amazon’s advertising ecosystem effectively. Furthermore, a verified partner designation assures that they have access to the Amazon Demand Side Platform (DSP) and Amazon’s extensive 1st-Party data, and they can use that to your advantage.

Dealers can feel confident in their advertisements knowing that DEP is officially recognized by Amazon corporate and is trusted to successfully leverage all its unique capabilities and garner you the best results possible.

What's Your Q3 and Q4 Advertising Plan?

Every dealer is looking to finish the year strong and some are struggling to lower their days supply of slow-moving vehicles. Amazon Advertising, powered by DEP, is the key ingredient to connecting their vehicles with local in-market shoppers.

Reach out to our Amazon Advertising team to receive a market analysis and budget estimate on what a video marketing investment would look like in your PMA. You can also reach out directly to Tim Bowles here on LinkedIn, who manages our Amazon Advertising team.

Take a minute to hear what our customers are saying about our customer service and campaign management: