Held during the throes of the COVID-19 pandemic, the 2020 election cycle was deemed a “digital election” as traditional campaign tactics shifted online. According to the 2020 Political Advertising Report, political digital advertising spend grew 4.6x from 2018 to 2020.
Americans’ daily digital screen time, according to eMarketer, soared to nearly eight hours per day and candidates took advantage, strategically showcasing their messages across countless newsfeeds, searches and emails.
While the pandemic has subsided, Americans’ appetite for digital content has not. Once again, candidates are turning to digital advertising to expand their reach and spread their messages far and wide.
As digital programmatic media buyers gear up for the 2024 election year, mastering the nuances of targeting political audiences is crucial for success. In this article, we'll delve into the specific laws governing political audience targeting in the U.S., explore their implications, and outline actionable strategies to optimize your campaign using DSPs.
Understanding the laws that govern online political advertising is the foundation of a successful campaign. Let's dissect two key legislations— the Federal Election Campaign Act (FECA) and the Bipartisan Campaign Reform Act (BCRA)— and their implications for digital programmatic media buyers.
The digital landscape is flooded with information making it challenging to target the right audience. Media buyers utilizing DSPs should consider the following dos and don'ts to ensure effective and ethical targeting:
Diversity is a driving force in American democracy, and multicultural audiences wield significant influence online and at the ballot box. By leveraging multicultural insights, media buyers can tailor programmatic campaigns to serve ads on channels favored by diverse communities with messages that are important to them.
As the 2024 election year unfolds, digital programmatic media buyers empowered with a comprehensive understanding of legal frameworks, strategic targeting practices, and the power of multicultural insights are poised for success. By staying informed and employing innovative tools, media buyers can confidently navigate the nuances of political audiences, contributing to a more inclusive and impactful democratic process.
This blog post was originally published on MediaPost.