Unless you’ve gone completely off the grid (and let’s be honest, that sounds pretty tempting sometimes), you’re probably being hit with a ton of texts, emails, direct mail, and ads. They’re on the radio, streaming services, and everywhere in between endorsing local and national candidates.
Yep, it’s election season.
And whether you’re glued to the news or trying to tune it all out, there’s no escaping the fact that it’s impacting your business.
How, you ask?
Political ads are flooding every platform. And while it might seem like these ads only matter to politicians and voters, they’re actually making things more complicated for marketers, especially when it comes to running paid campaigns. Election season creates a unique challenge for marketers. With digital platforms, TV, and radio overrun with political messages from now until November 5, the cost of advertising will be driven up and it’ll be harder for brands to stand out.
The Ad Budget Crunch
First, let’s talk about how election cycles inflate ad costs across the board. Political ad spending alone is expected to hit $15.9 billion during this election season according to Grafik. That’s a 31% increase over 2020. This includes platforms like Meta, YouTube, and streaming TV, as well as more niche platforms like Pinterest and LinkedIn. As political campaigns fight for digital real estate, CPMs (the cost per thousand impressions) and cost per clicks are likely to jump by 15-50% depending on the platform and your geographic target. Even if your audience isn’t the target of these political messages, this competition still drives up your ad costs.
For B2B advertisers, these rising costs are especially painful. Campaigns that worked fine outside of election years now cost significantly more, and are likely deliver fewer results. If you’re targeting swing states like North Carolina, Florida, Arizona, or Pennsylvania, the situation can get even worse, with ad costs potentially doubling according to PMG.
Noise and Attention Fatigue
Beyond the financial burden, the sheer volume of political ads makes it tough for non-political brands to cut through the noise. The closer we get to Election Day, the more political messaging shows up platforms like Meta and streaming sites, causing audience ad fatigue. People are getting bombarded by texts, emails, and social media ads related to the election, making it that much harder for your brand to stand out.
This issue isn’t limited to digital channels. Traditional media like TV and radio are also cluttered. In battleground states, securing prime ad space on high-traffic programs becomes a challenge, especially for B2B brands that rely on precision targeting.
How to Break Through
Focus on Retargeting and Owned Channels
Shift your attention to focus on reaching people who have already interacted with your brand. Retargeting options will give you a more efficient use of your ad budget than going after cold audiences. And owned channels like email marketing and organic social media are your best bet for staying connected with your audience without overspending. That’s because these platforms won’t be affected by rising CPMs. And they’ll allow you to engage directly with your customers.
Diversify Your Channels
Don’t just stick to LinkedIn—diversify. Platforms like TikTok, YouTube, and Pinterest might see less political competition, giving you more efficient results. You can also explore podcast advertising or other non-political media to get in front of your audience without getting lost in the election noise.
Optimize Your Ad Creative
When the volume of messaging is this high, the quality of your creative becomes paramount. Personalized, high-impact content is the way to stand out. Focus on emotional, authentic messaging that directly addresses your audience’s pain points. Ads that feel personal will break through more than generic, one-size-fits-all approaches.
Adjust Timing and Spend
Election-related advertising spikes happen around key political events like debates or registration deadlines. If possible, pull back your spend during those periods to avoid overspending on ads that will likely get lost. By timing your campaigns more strategically, you can avoid throwing your budget into a highly competitive market. Election season impacts all advertisers, whether you’re in politics or not. The inflated costs and audience fatigue make this a tough time to maintain strong campaign performance. But by focusing on retargeting, owned media, and strategic ad spending, you can still see solid results.
At Wheels Up, we understand how seasonal events—like elections—can throw off your marketing plans. We specialize in creating flexible, data-driven strategies that help navigate disruptions, adapt campaigns, and maintain performance even when costs surge and attention is difficult to attract.
Curious how we can help fine-tune your approach during chaotic times, like election season? Reach out and we’d be happy to share.
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